I recently attended the 26th annual Healthcare Internet Conference, an event focused on all things digital for healthcare marketers. The primary thread that wove itself throughout the conference was the importance of breaking down the silos between operations, IT, and marketing to allow organizations to thoroughly track the patient journey and enhance their experience, all while monitoring ROI and optimizing marketing spend. In other words – it was all about the importance of focusing on your digital front door (aka, the buzzword of the entire conference).
The digital front door is every major patient touchpoint from a technology standpoint. It’s not just a website or any one single product, but rather a compilation of technology that enhances patient access and their experiences along the patient journey. In the world of on-demand consumerism, this is just what today’s customer expects – even in healthcare. After all, 73% of healthcare consumers expect companies to understand their unique needs.**