Earlier this year, it was suggested that the 2025 C-Suite buzz phrase is “access to care.” It’s certainly a priority that all stakeholders can rally around. Technology is, and will continue to be, an important enabler of better access, especially investments in mobile engagement.
Mobile technologies were predicted to outpace desktop connections in 2024, with 56% of global internet traffic expected to originate from a handheld device. And given that as many as 96% of young adults and 61% of seniors own a smartphone, there is no denying the influence mobile will continue to have on consumer engagement in healthcare.
Mobile access strategy is not just foundational to improving patient access but also patient acquisition and retention, as well as addressing healthcare priorities such as value-based care. It has essentially evolved into a conduit for problem-solving, and forward-thinking healthcare leaders who recognize the potential are investing in mobile strategy to stand out in a crowded healthcare market. This article will explore innovative ways that leading health systems can and are leveraging mobile to support and deliver on key initiatives.
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Patient Access
Protecting health outcomes and patient loyalty depends on rapid response to requests for care. It’s one reason why strengthening patient access is a top priority for health systems nationally. But sustaining gains around access and achieving return on investment depends on more than quick fixes.
Today, the journey to scaling patient access across a large enterprise relies on a robust digital strategy and a cohesive mobile strategy. Unified frameworks that provide convenience and remove friction where pain points exist in the patient journey start with a mobile platform that can bring all consumer-facing digital elements together into a single mobile app.
Consider the following scenario that paints a picture of what improving access can look like. A patient opens a health system app to locate a cardiology specialist in their local region and network. The app provides a directory and seamlessly connects the patient to an appropriate physician, then offers the ability to schedule an appointment online.
Ahead of the appointment, the app pings the patient with a link to pre-register. Two-way communication between the provider and patient allows transparency on patient responsible balances, and the patient feels empowered with critical information.
On the day of the appointment, wayfinding directs the patient from home to the parking lot, and then to various points within a facility. After the appointment, the patient can easily access follow-up instructions and their explanation of benefits, as well as pay their bill. Everything they need is in one place – their hand.
The above scenario is one of many use cases for leveraging mobile to improve access. The key is to start with a unified experience provided through a single platform rather than multiple apps.
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Personalization for Patient Experience
Consumers know what it means to have hyper-personalized digital experiences. It’s part of their everyday interaction with industries outside of healthcare. In a competitive health market, the same kinds of experiences are increasingly a critical component to patient acquisition and retention as well as minimizing revenue leakage.
Rush University System for Health, comprised of three leading hospitals, Rush University and an extensive provider network, set out to personalize the healthcare digital experience by incorporating data from every touchpoint a consumer has with the health system. This 360-degree consumer view includes participation in community events like screenings and heart walks, donations to the hospital foundation and more.
This innovative approach distinguishes Rush’s digital experience from other major health systems in the ultra-competitive Chicagoland market. Health system leaders have designed a strategy that leverages data for personalization, an open mobile platform for integrating the services most likely to appeal to a particular consumer, and a tightly integrated omnichannel approach—from mobile to web to the patient portal. This, in turn, fosters seamless experiences.
The health system’s first forays into this digital transformation have driven significant successes including: 700 new mammograms within the first 90 days of a breast cancer screening program; same-day availability for specialty care; 10% improvement in patient satisfaction scores related to appointment wait times – now at 95-plus national percentile; and increased patient financial engagement equating to a $13 million increase in cash collections.
The power of an open mobile platform
Innovation on the mobile experience front will continue to lay the groundwork for competitive differentiation in today’s health systems for the foreseeable future. Handheld devices that are positioned as true healthcare companions and problem solvers have potential to drive notable improvements on cost and experience.
It’s important that healthcare leaders recognize the necessity of having access to a unified, open framework to support true innovation on the digital front. Because every market is different, mobile app development must consider what it takes for a network to build a cohesive brand that addresses the specific needs of the market. Having access to a platform that allows easy integration of all identified best-in-class offerings ensures that patients have seamless, personalized experiences that drive real results.
By Lee Jones, Chief Product Officer, Gozio Health
