Traditionally, consumer engagement has been more of a marketing and business function, while patient engagement has remained a clinical prerogative. These lines will begin to blur over the course of the next few years, driven largely by the addition of tens of millions of enrollees via HIX, crowded and relentlessly competitive markets jockeying for brand loyalty, and continued consumerization being adopted by health plans, employers, and other industries. Patient-satisfaction scores are already closely linked to hospital CEO salaries, and both public and private payers will maintain or increase the importance of such metrics over the course of this decade. While IT will play a mounting role in extending HCOs’ presence virtually to improve communication and access to care, rolling out adequate customer support for new technology platforms will be a key component as well.
Further down the road, telemedicine programs will grow into more complete, branded offerings, and consumer loyalty will gain new meaning as we enter an era of home-based eldercare where families and caregivers play an elevated role in monitoring and support.