The digital front door has become the common name in the healthcare industry for a mobile website or application that unifies the patient experience and connects patients to care across the continuum.
In short, a digital front door connects and scales the virtual care journey to give patients what they need, when they need it.
The trend toward self-service in healthcare was already underway when COVID hit, and the pandemic sharply accelerated the demand for digital access to healthcare information. Appointment scheduling is one important aspect of a digital front door experience, and studies find that 40% of appointments are booked after business hours, and 67% of patients prefer online booking. Further, $150 billion annually is estimated as the annual loss from missed medical appointments. (source)
Some of our company’s earliest and most enduring clients have been healthcare organizations, and we’ve noticed three keys to success when developing and deploying a digital front door.
Key to success: Get the right stakeholders involved
“This is more than a digital shift – the shift to a digital front door requires a culture shift within the organization,” says Yuri Brigance, Valence’s director of software engineering.
Experience has taught us that having the right people in the room can make all the difference in the success or failure of a major initiative. Especially considering the role that change management plays here – People don’t resist change, they resist being changed. So you need to engage stakeholders from all impacted groups, from frontline workers to back-office operations. This will improve requirements documentation, roadmap planning, and buy-in as the work rolls out.
Key to success: Users Drive the Design Strategy
“While a digital front door is a technology solution, it’s ultimately about humanizing the patient experience,” says Sam To, designer at Valence.
In the case of a digital front door, the users may be patients, families of patients, or healthcare providers. In nearly all scenarios, people value products that are easy to use, simple to set up, and have a logical progression. This is especially true in a healthcare situation, which may be hypercharged by personal and situational stressors.
Equitable design should be at the forefront of design decisions because the healthcare organization needs to design for a wide array of users and needs. You can read more about our approach to equitable design here.
The design phase of the digital front door project should include user interviews, feedback sessions, prototyping, and more. Giving the UX design team access to users early in the process can help to identify the best-case rollout strategy, reveal opportunities to differentiate from competitors, and deliver precisely the right content to users when they need it – all leading to better patient satisfaction scores.
Key to success: Develop a feature roadmap and strategy for rolling out updates
“When embarking on a digital effort in healthcare, it’s important to start by understanding which changes you need to see in the organization. Are you pursuing improved patient satisfaction scores? Physician satisfaction? ED/Urgent Care wait times? Quality and safety scores? Each area targeted for improvement may influence priorities differently,” says Malia Jacobson, healthcare content strategist at Valence.
Many healthcare providers are leaning into digital solutions to address patient satisfaction, reduce service demand, and reduce administrative overhead. In addition to standard features of a digital front door experience, providers should consider designing for experiences such as:
- Bill pay
- Self-scheduling and care coordination
- Provider communication
- Information libraries
- Find a provider
- Imaging library
- Patient outreach
- Capacity management
- Census management
- Forecasting
- Infectious disease tracking
- Discharge planning
- Privacy and security to safeguard patient data
- Strategies to increase adoption, such as gamification and push notifications
- Support for population health initiatives
- Analytics and insights to derive more value from data
- AI features, such as chatbots, to reduce clinical burden and improve patient flow
- Support for healthcare information exchange in compliance with FHIR standards and best practices.
It’s important to understand how these features interplay as part of a big picture roadmap with a rollout timeline and strategy. You don’t have to release everything at one time to be successful, and adding features as the platform develops and collects user feedback will future-proof the effort.
In closing, healthcare has always been heavily impacted by technology, but the patient experience lagged behind other healthcare innovations. That is changing.
Additional Resources:
- Designing for Good: Equitable Design
- Effective Digital Transformation
- Using Data to Improve Patient Outcomes
- Our Healthcare Industry Case Studies
