Consider for a moment that you are a health care provider. For every patient you see, you hear “I read on the Internet that ...” As a result, you may spend a great deal of time re-educating the consumer and separating fact from fiction -- unless of course, there was some way to ensure that the bulk of health information being consumed online was accurate and up-to-date. Healthline Networks’ new Consumer Engagement Platform is helping to make that dream a reality.
CXM + the Health Consumer
We spoke with West Shell III, chairman and CEO at Healthline Networks, to learn more about how customer experience management is shaping health care information.
In working to design a health care delivery system, the consumer has often been left out of the equation. However, as technology, legislative requirements and an increase in the health consumer audience come together, West says that it has created a perfect storm where all parties, providers and consumers alike, are wanting to integrate and have access to tools that can help providers educate patients, empower consumers to become better informed and make the information easier to find, search and update. Put that all together and you've got a Consumer Engagement Platform.
Search, Learn, Manage, Update Health Information
Designed to empower consumers to take a more active role in their health by helping them navigate the overwhelming complexity and volume of information, the Consumer Engagement Platform offers a more personalized search and contextually relevant content experience. Already being used by a number of health sites, including Yahoo Health, Aetna and AARP, Healthline Network’s platform can be deployed as a turnkey suite, or offered as individual components to enhance existing consumer-facing digital health resource initiatives.
With four modules, everyone from health plans, large self-insured employers, and providers have a variety of solutions that can optimize information based on the users’ behaviors and demographics, and engage and educate them through dynamic and interactive content.
- Healthline Semantic Search 3.0 -- New personalization features include the ability to enhance results based on web interactions, user profile, claims and PHR data.
- Healthline Content and Visual Learning Solutions -- It now includes consumer-friendly health reference articles and topic centers, context-driven SmartAnswers, medical term explanations, expert health blogs, videos and recipes. Rich, interactive 3-D visual learning resources, BodyMaps and Bodies in Motion drive demonstrable increases in visitor engagement.
BodyMaps is an interactive visual search tool that allows users to explore the human body in 3-D. With easy-to-use navigation, users can search multiple layers of the human anatomy, view systems and organs down to their smallest parts, and understand in detail how the human body works.
- HealthScribe Content Management System (CMS) -- This integrates with Healthline’s Semantic Search to tag and index new content with medically guided precision. Licensed third-party and original content can also be integrated and published from the HealthScribe CMS.
- Healthline SmartMessaging -- This uses campaign targeting technology to deliver contextually relevant smart messaging on health plan, employer and provider web portals, as well as via email and SMS.
Better Health Care Information Delivery
With a bevy of writers, editors, researchers and doctors, Healthline Networks is constantly evolving the information provided so that it's better organized, easier to find, accurate and consumer-friendly. A mobile app is underway and will provide the same information packaged in a way that information can be called up and retrieved when they need it -- such as in a doctor’s office or in a hospital waiting room.
When we think of the customer experience, there’s no reason that it need only apply to eCommerce and not information management. If you could search for health information as easily as you search Amazon.com, imagine how things might be different. Instead of wasting time, training consumers to search for things in a difficult manner, Healthline Networks is employing technology that trains the information to be found more easily, without compromising its integrity or accuracy.
Now when patients tell their doctors they “read it on the Internet,” hopefully there is less time spent re-educating and more time spent working together to find the right remedy.