Healthcare Edition: 3 Reasons Why Customer Success Is Existential Right Now Image

Healthcare Edition: 3 Reasons Why Customer Success Is Existential Right Now

By Hayley Jean Farr

The COVID-19 pandemic is fundamentally changing how we practice and experience healthcare in the United States and digital health platforms, like yours, are at the heart of this transformation.

Because of you, patients today have access to care at their fingertips. Adoption of telemedicine platforms like American Well and TytoCare bring healthcare directly into our homes. Symptom checkers like Buoy Health, care navigators like Rightway Health, and digital care management platforms like Livongo and Omada Health reduce the need for patients to visit overburdened healthcare facilities. And, most importantly, your technologies help minimize the risk of exposure to COVID-19 by keeping care that can be done outside of the hospital in the home.

But all the incredible good that this transformation of healthcare is delivering does not come without challenges. During this crisis, we are hearing from our HealthIT partners that they are “heads down” addressing the following customer, user, and business challenges – and we have ways to help.

[Customers] Your customers need (a lot of) your time and attention

Demand for your products and services is likely at an all-time high. Given this urgent demand from your customers, you need to scale the impact and reach of your existing Customer Success team. Leveraging a marketing automation tool that blends digital and human touch can help.

For our partners, our Journey Orchestrator functionality, which automates the sending of highly personalized messages, has given them the ability to check-in with every single customer. If a customer replies back with a need, or if a specific metric (like usage or support tickets) spikes, a Call-to-Action can be created for the Customer Success Manager (CSM) to follow up in a higher-touch way. That way, CSMs have a structured method of finding and addressing customers who are most in need.

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Gainsight Journey Orchestrator

[Users] A massive inflow of new end-users who need to get up to speed—fast.

A large number of new patients, caregivers, and non-clinical staff are engaging with your platform for the first time. In the current climate, managing adoption may feel like a luxury for your team, but it is essential in healthIT where strong patient and provider usage makes your products ‘sticky’. To achieve adoption at scale, we recommend that you communicate with users in your application and make their just-in-time learning fast, easy, and automated.

Luckily, there is a way to help these users in a scalable way. Many of our customers use in-app engagements via our PX product to guide users, as shown below from our customer HealthEngine. With in-product hotspots, tooltips, slides, guides, and pop-ups, users are led through the key features of the product so they can start using it quickly.

[Business] New logo growth may slow and you will need to re-strategize to make your bottom line

As a healthcare business, you measure success by serving your patients, caregivers, and community. During COVID-19, new logo growth may slow, making customer retention a top priority. For others that offered free services during COVID-19, patient and provider adoption presents an opportunity to convert customers from free to paid.

Many of our customers use our Revenue Optimization product to parse through all of their upcoming renewals and identify the ones that are truly at risk based on signals of customer health and experience. By creating higher-touch Calls-to-Action and Playbooks around these, and automating the renewal of ‘non-event’ customers who are less at risk, our customers are able to close more of their renewable book of business, and do so on-time. That way, their increased retention rate and cash flow can make up for any slowdown in top-line growth.

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Speaking as a patient myself, one thing is clear: Your mission to improve healthcare has never been more important. During this challenging and unprecedented time, adopting Customer Success principles can help your customers, your users, and your business thrive.

Picture of Hayley Jean Farr
Hayley Jean Farr VP, Vertical Solutions & Healthcare Practice Leader

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