When healthcare providers engage with their patients while gathering healthcare data, caregivers get information on care progress

1. Healthcare 2020
How Automated Patient Experiences
Will Transform the Landscape

2. 2
Executive Summary
Today, healthcare providers are working hard to advance the holistic
experience of their patients, both through concepts formerly linked most
prominently with customer service in the B2C sphere such as retention and
loyalty, as well as in the improvement of healthcare outcomes and provision of
touchpoints for gathering more useful patient-generated healthcare data.
One of their key areas of focus is bridging the gaps in the patient experience
that occur in between visits to a primary care center. When a patient is
provided with limited options to engage with their provider, provide feedback
or seek information on their care, not only is there a risk of a patient becoming
unsatisfied with their experience, but they may become unengaged with
their care to the point that it can negatively affect their chances of a positive
outcome. Automated healthcare promises to bridge these gaps in the care
experience by providing artificially intelligent assistance to the patient that is
available when they need it.
By dramatically extending the ability of a healthcare provider to reach and
engage with their patients while simultaneously gathering important patient-
generated healthcare data that can inform them on the progress of their
care, automated healthcare is one of the key trends that patient experience
executives believe will help them to change the paradigm of care, from
transactional and episodic, to continuous and collaborative.
Table of Contents
Executive Summary.................................................................................2
Key Findings................................................................................................3
Research Findings
The importance of exceptional patient experience.........................4
Patient-generated health data as key
to improving patient experience.........................................................5
Current methods for collecting and acting
on patient-generated healthcare data................................................6
Merging patient-generated health data collection
and engagement through automated healthcare............................7
Automated healthcare’s benefits are
wide-ranging and strongly felt.............................................................8
Automated Patient Engagement Uses
& Value.......................................................................................................9
Automated healthcare’s role in changing standards of care.......10
Key Recommendations.........................................................................11
Appendices.................................................................................. 12
Appendix A: Methodology........................................................... 12
Appendix B: Demographic Information........................................ 12
Conversa Health......................................................................... 12
WBR Insights............................................................................... 12

3. 3
Key Findings
As the healthcare
industry becomes
more impacted by
the empowerment
of patient choice,
healthcare providers
are increasingly
awakening to the
importance of
patient experience
as a competitive
advantage and
requirement in the
marketplace.
Formerly unaccustomed
to thinking in customer
experience terms that
are more associated with
a commercial market as
opposed to healthcare today
the discipline of patient
experience is being taken
seriously as a data driven
area of focus, headed in
many cases by a Chief
Patient Experience Officer
empowered to make choices
and drive forward projects
from end-to-end designed
to improve a range of patient
experience metrics.
Automated patient
experience is about
engaging a patient
in their own care,
gathering data
for improvement,
and developing
channels that
bridge the gaps
that would
normally exist in
a patient-provider
relationship.
Aside from the obvious
desire to provide great
outcomes and a positive
experience for patients,
automated healthcare
solutions can also
drive improvements in
the holistic healthcare
experience by allowing
formerly transactional and
episodic care standards to
be replaced by constant
engagement.
Patient-generated
healthcare data
is more valuable
than ever, and now
the number of
touchpoints where it
can be collected are
more numerous than
they have ever been.
In the smart-phone era,
it’s become much easier
to reliably capture PGHD
thanks to a proliferation of
developing technologies.
Along with this proliferation
of opportunities, a new
emphasis on effectively
gathering and utilizing this
data is becoming critically
important.
This is a very exciting time in the evolution of the
provider-patient relationship. Healthcare is transitioning
from a paternalistic, one-size fits all system based on
episodic in-person visits to one which is personalized
and embraces continuous virtual conversations that
incorporates valuable patient generated health data
(PGHD) into patient care. Conversational AI is enabling
this transition by automating patient engagement and
collecting PGHD for key initiatives, including population
health, care management, care coordination, transitions
of care, as well as patient acquisition, retention, and
satisfaction. Improving outcomes while bending the cost
curve is no longer a human-scale problem.
Murray Brozinsky, Chief Strategy Officer, Conversa

4. 4
Research Analysis
The importance of exceptional patient experience
Do you have a Chief Patient Experience Officer, or
equivalent title within your organization?
What reimbursement model does your
organization utilize?
44% 58%44% Yes
56% No
58% Fee for
service
27% Value
based
15% Both
Improving the patient
experience has grown
as a focus for healthcare
providers exponentially
over the past several years,
thanks to an evolving
market and attitudes
about the importance
of customer retention.
Forty-four percent of
respondents have a C-level
Movements towards
value based care have
a part to play in the
greater emphasis
organizations are placing
on patient satisfaction and
experience. Currently, the
majority of respondents
are somewhere in between
a fee for service or value
based model, though
this has the potential to
change significantly over
the next several years. In
an environment where
satisfaction with a care
position dedicated
to advancing patient-
centric improvements.
Out of this group, 40%
report that role has only
existed for 2 or fewer
years—a sign of the
rapid recognition of just
how important patient
experience has become.
outcome can have a role
in defining the value of a
treatment, understanding
what factors lead to
patient satisfaction
is a critical concern.
Regardless of the model
in place, it’s important to
treat patient engagement
and experience as key
priorities. The use of
automated healthcare
solutions to improve
these metrics remains
highly relevant in both
environments.
44% of respondents have a C-Level position within
their organizations dedicated to bettering patient
experience.
The majority of organizations are in the midst of
transitioning from fee for service to value based care
models.
We have learned that moving toward
value-based care and away from fee-for-
service directly ties to improved quality,
safety, and experience outcomes.
There is an enormous cultural shift
happening now, and patients are
informed consumers within a highly
complex continuum of care. With this
perspective, healthcare must redefine
what “value” means to patients and
families and that begins by asking that
question to them first.
Sven Gierlinger, Chief Patient
Experience Officer, Northwell Health

5. 5
Research Analysis
Patient-generated health data as key to improving patient experience
What is your current ability to collect and utilize
patient-generated health data?
What type of patient-generated health data are
you gathering?
We are not able to collect
this data
We are just beginning to
collect this data
We are able to collect some
of this data, but we have
trouble integrating it with
our current systems
We are beginning to
integrate the data we
collect more efficiently
We are fully enabled to
collect and integrate PGHD
into our systems and act
on it to create an improved
experience
Health history
Treatment history
Lifestyle/Social data
Symptoms data
Biometric data
CAHPS
Other
Demographics
The ability to collect and
act on patient-generated
healthcare data is
becoming a key barometer
of how far along healthcare
providers have come with
their patient experience
initiatives. This data can
provide insights on a
patient’s experiences and
attitudes beyond their time
at a care location, allowing
Alongside information
on health and treatment
histories, 59% of
respondents are now
collecting patient-
generated data on lifestyle
and social engagement.
This data can help bridge
the gaps between the
care experience that a
patient has in a treatment
center, and their continuing
convalescence outside of it.
the creation of a much
more complete picture of
the progression of their
treatment and overall
satisfaction. This in turn
leads to more positive
patient outcomes as
well as a wealth of
information that can be
used to further refine the
patient experience itself.
Symptoms and biometric
data are also key pieces
of information for gaining
a better appreciation of
how a course of care is
progressing, rounding
out a picture of health
that is dynamic, as
opposed to fixed and
periodically updated
during care visits.
Virtually all respondents have taken an interest in
collecting and utilizing patient-generated healthcare
data, and 49% are either finished with or in the process
of integrating PGHD to improve patient experience.
Lifestyle and social, symptoms, and biometric data are
all increasingly sought out types patient-generated
health data.
9%
73%
64%
59%
52%
32%
6%
4%
2%
14%
28%
30%
19%
What we have found with the use of
technology within our model is that
we can drive efficiency if we automate
transactional interactions. That allows
us to invest more deeply in the human
contact that occurs with relational
interactions.
Transactional interactions are often
things that are simple like data gathering,
changing demographics, or connecting
patient-generated health data. That
needs to be balanced. The efficiencies
gained by automating in a scalable way
should be supplemented with deeper
human interaction for those who need it.
You’ve got everything from providers,
health care teams, health coaches,
care managers, dietitians, and nurses
connecting with patients. Really having
the time to spend with the patients is
important because the automated parts
have taken away the burden of these
simple transactional steps.
Gregory R. Weidner, MD FACP, Medical
Director, Primary Care Innovation and
Proactive Health, Atrium Health

6. 6
Research Analysis
Current methods for collecting and acting on patient-generated healthcare data
How are you collecting patient-generated
health data?
How often are you utilizing patient-generated health
data into your patient engagement initiatives?
Not only are healthcare
providers seeking to
gather more and do more
with patient-generated
healthcare data, they are
increasingly turning to
mobile and device based
techniques that can help
to supplement a more
traditional portal and
phone-based approach.
Just over one-in-four
respondents are collecting
data through a patient
mobile app, while 17% are
providing clinical wearable
devices to monitor patient
progress at home. One-
in-ten respondents have
One of the significant
benefits of utilizing patient-
generated health data
in patient engagement
initiatives is the ability to
gain regular updates from
patients on their progress,
adherence to treatment
plans, and ongoing status
around new symptoms or
complications. Another
advantage that comes from
having this data is that it
can be used as a means to
drive patient engagement
by providing them with a
even integrated feedback
from fitness devices into
their patient-generated
data collections, gaining
an important real-time
source of information
on patient health such
as heart rate and daily
step count. These
diverse touchpoints
provide more insight on
a patient’s health, and
they are an open door
to create highly effective
engagement with a
patient during the course
of their care experience.
source of insights about
their own health without
needing to visit at their
primary care site. Taken a
step further, automated
healthcare solutions
can use this patient-
generated healthcare
data to trigger reminders,
ask further questions,
or flag a negative
development, bringing
the engagement potential
that PGHD provides onto
a whole other level of
interactivity.
While patient portals and direct telephone conversations
are still the most common methods for collecting
patient-generated health data, apps and wearable
devices are starting to become much more common
sources among more advanced respondents.
Nearly a quarter of respondents are using patient-
generated health data to boost their patient
engagement initiatives on a daily basis, with another
21% using it roughly each month.
Patient-generated healthcare is part of our evolution
from a provider-centric culture to a patient-
centric culture because it takes us away from the
paternalistic medical model. When information
is all provider-generated, the dialogue can seem
one-sided. “We have all your information, we know
what is best for you, and this is what we’re going
to track about you as a patient.” When seeking
patient-generated health data, you get deeper into
what matters to the patient and what is important to
them as they’re navigating their health. You get more
insight into the human being, and somewhere in
the middle, we’re able to deliver the best outcomes
and the best experiences because we are together
working on the care.
If we think about the amount of data that we capture
and track about a patient that gets put in their
medical record or in other systems, it’s enormous.
But what do we know about them as human beings?
That’s what we get from the patient. We learn what is
important to them, what their hobbies are, what their
likes and dislikes are, what their family life is like. All
of those are very important things to consider on a
health journey.
Sven Gierlinger, Chief Patient Experience
Officer, Northwell Health
Patient portal entry
Telephone calls with
patients
Patient app
Clinical device/Wearable
Fitness device/Wearable
Interview based assesment
EMR
Other
Daily
Weekly
Monthly
Annually
Never
As needed
Other
66%
53%
27%
17%
10%
6%
6%
4%
23%
6%
21%
31%
9%
6%
4%

7. 7
Merging patient-generated health data collection
and engagement through automated healthcare
Are you interested in the use of automated healthcare / AI solutions for
improving continuous care experiences for your patients?
Automated healthcare and AI solutions are trending technologies, and have the
majority of healthcare providers interested.
The first major benefit of patient-generated health data is
patients gaining personal insights to better help themselves.
The second is that when you start allowing them to share
that data in meaningful ways with their care provider or care
team, there is now an opportunity to weave that into their
care plan and care management.
The gathering of the data is woven into the fabric of the
patients’ lives, and the collection and communication of
the data is woven into the care model. You can then apply
data science and intelligence in a way that allows all parties
involved to gain more in a more scalable and efficient way.
The patient-generated data collection that we have today
takes the form of surveys, mobile apps, and digital devices.
As we evolve into complete precision medicine models with
genomic data alongside those things, we start to have a
really informed, personalized, or at least a mass customized
approach to healthcare that is scalable. That’s a powerful
lever, and we’re only starting to scratch the surface.
Gregory R. Weidner, MD FACP, Medical Director,
Primary Care Innovation and Proactive Health,
Atrium Health
Research Analysis
Data collection and
patient engagement are
both critical focus areas
for healthcare leaders,
and today emerging
technologies are making
it easier for them to fulfill
both of these needs at the
same time. Automated
healthcare solutions that
allow patients to engage
directly with an artificially
intelligent interface help
support a higher standard
of continuous care by
prompting patients to self-
report on their progress,
and follow up with them to
boost their engagement.
With so many respondents
valuing the benefits of
automated healthcare
enough to assign it top
priority among their patient
experience initiatives, the
range of potential benefits
need to be both broad and
reliable.
74%
74% Interested
26% Uninterested

8. 8
Research Analysis
Automated healthcare’s benefits are wide-ranging and
strongly felt
Elements to be particularly
attentive to include:
• 72% of respondents
perceive major benefits
around patient loyalty
and retention, as the
concept of loyalty
strategy is a fairly new
one in the context of
healthcare providers.
• The development of
communication reach
is a benefit to 82% of
respondents. Building
an efficient and reliable
means to communicate
to patients is the
cornerstone of any
engagement and
retention strategy,
making this a
particularly strong
point in favor of
automated healthcare.
• Respondents feel that
automated healthcare
will provide a significant
boost in patient
engagement in their
own care, another vital
metric that influences
all aspects of a patient
experience strategy.
• Patient-generated
healthcare data collection
and population health
management are both
considered to be benefits
by the majority of
respondents as well. This
makes sense, considering
that managing the needs
of individuals within a
care population can be
synergistically supported
by up-to-date and
relevant information that
is consistently available.
Helping the Patient Engage in Their Own Care
Patient Satisfaction
Care Coordination Between Care Team and Patient
Patient Generated Health Data Collection
Efficient Communication
Population Health Management
Patient Loyalty / Retention
87%
85%
84%
82%
82%
77%
72%
I like to look at other industries and
what they have done to engage their
customers. They have retrained the
consumer in how to interact with the
business in a very short period of time.
What’s important today is time
convenience. I like that I can make my
airline reservation on my phone and
check in on the same device. I don’t
have to have someone assign my seat,
I can do that myself on the app. I can
walk right onto the plane.
We’re at that point in healthcare where
we still have expectations to make the call
to a call center, go somewhere to check
in, and fill information out on a clipboard.
All of this can be automated from the
follow up through reminders to automated
accommodations with the patient.
The streamlined customer journey
is something that as an industry, we
can learn a lot from. We can retrain
ourselves and our patients to expect
this level of convenience.
Sven Gierlinger, Chief Patient
Experience Officer, Northwell
Health
Respondents selected all the benefits they see from
automated healthcare.

9. 9
Research Analysis
9
Patient Care Management Marketing Patient Experience
Post Acute Acquisition
Pre Post Surgical Nurture Retention
Chronic Care Brand Experience
Lifestyle Wellness Make and Appointment
Personalized Education Web Site Call Center Chat
PsychoSocial Find a Doctor
• Manages Key Populations
• Automates Outreach and Monitoring
• Optimizes Pre/Post Surgical Care
• Efficient Care Coordination
• Decreases Readmissions
• Improves Patient Engagement
• Increases Patient Satisfcation
• Improves Patient Response and Access
• Efficient CRM and Mass Personalization
Reach
• Generates Incremental Patient Visits
• Patient Retention/Loyalty
• Optimizes Call Center Operations
• Increases Patient Satisfaction
• Streamlines Operations and Relationship
Management
I would argue that the increased financial
responsibility that consumers have for their own
care (primary care, in particular) drives the value
of continuous, collaborative, conversational
care as it relates to consumers, even before
the healthcare economy fully shifts to value.
Consumers are seeking value in ways that we’re
not prepared to deliver today.
One area of focus needs to be how to make
healthcare interactions a lot more consumer-
friendly. Government and commercial payers
are starting to make it a little easier and more
rewarding to deliver on continuous collaborative
care in support of a value-based model. There
were Remote Patient Monitoring reimbursement
changes that occurred late last year that are
going to help investments in technology and
in the process around interacting with people
outside facility encounters. This will help to
promote the idea of continuous, collaborative,
connected care.
Gregory R. Weidner, MD FACP, Medical
Director, Primary Care Innovation and
Proactive Health, Atrium Health
Automated Patient Engagement Uses Value

10. 10
Research Analysis
Automated healthcare’s role in changing standards of care
What is the time frame within which your
organization plans to adopt automated
healthcare solutions?
Do you think automated healthcare will help close
gaps in current standards of care?
Healthcare executives are
picking up the pace, and
over half of them will have
integrated automated
healthcare solutions by the
end of the next 12 months.
For 98% of respondents,
automated healthcare is
one of the key pieces of
technology they believe will
help healthcare providers
fully transition away from
a care standard that
assumes that care occurs
in a treatment center,
to one based around
continuous care supported
by technology that allows
for constant engagement
with patient populations,
improving their outcomes
and satisfaction. In the
ever-more patient-centric
This has significant
implications around the
direction of automated
healthcare solutions as a
competitive advantage.
healthcare industry,
concepts such as
retention, omnichannel
engagement, and the
integration of customer
feedback into formal
strategies are becoming
incredibly important.
Healthcare executives
adopting automated
healthcare are
increasingly able to
deliver patient-centric
improvements, and
explore cutting edge
tools to assist them in
their missions.
The pace of integrating automated healthcare is
moving quickly
Automated healthcare is set to play a critical role in
the transitioning of healthcare away from episodic
transactional care, toward a continuous and collaborative
care standard that transcends the on-site environment.
98%
We are
already
using
these
solutions
We are in
the midst
of rolling
out newly
acquired
solutions
We are
planning
on rolling
these out in
the next
6 months
We are
planning
on rolling
these out in
the next 12
months
We are
planning
on rolling
these out in
the next 13-
24 months
10% 11% 10%
25%
44%
Within the next 24 months, 79% of healthcare
providers will roll out automated healthcare
solutions to keep pace with their peers
Healthcare is slow to adapt to some
changes due to the inherent complexities
in the industry. However, we absolutely
need to move in the direction of a
continuous care experience because it is
demanded by the world we live in now.
Listening to the voices of our patients
and caregivers is important because their
voices become bigger and bigger.
We need better data and we need patients
in our processes. All of those things are
very important. Within the next 12 months,
I would say healthcare leaders should
absolutely be working on this particularly
as the industry moves slowly.
Sven Gierlinger, Chief Patient
Experience Officer, Northwell Health

11. 11
Key Recommendations
Take the time to
build out a patient
engagement strategy
that goes beyond the
primary care site
Patient experience initiatives
are increasingly being
framed around loyalty and
retention, which means
that the patient experience
cannot be thought of as
being confined to the
amount of time that a
patient is at a hospital or
treatment center. Healthcare
executives must account
for the full care cycle in
their strategies, including
time that patients would
traditionally have only
limited touchpoints to their
care provider relationships.
Lean in to patient-
generated
healthcare data
by enhancing your
collection methods
As patient experience and
engagement initiatives
are rolled out and fine
tuned, patient-generated
healthcare data is one
of the major resources
that can be used to gain
insightful metrics into
their performance and
ensure a high standard
of care. Thanks to a
proliferation of channels
and technologies that
patients can use to stay in
touch with care providers,
patient-generated
healthcare data is more
readily available than
ever and more valuable
in the context of urgent
development in response
to changing care models.
It’s no longer sufficient to
simply provide a patient
portal, in a world where
mobile and dynamic
resources are becoming
increasingly common.
Consider the
potential of
automated
healthcare for
bridging key gaps in
patient experience
and engagement
with their care.
There are wide-ranging
benefits to automated
healthcare adoption;
in particular, 72% of
respondents believe
that they can gain strong
benefits to their patient
retention through
implementing automated
healthcare tools that
can lead a conversation
with a patient on their
treatment progression
and status to enrich
their care experience.
The benefits to patient
engagement in their own
care are also significant,
with 87% of respondents
predicting automated
healthcare will bring
significant improvements.
Given the belief in
benefits and interest
healthcare providers are
demonstrating, it makes
sense to integrate these
solutions in the near-term.
11
We have been using automated
technology and it has exceeded
my expectations. It has enabled
us to engage with our patients
in a way that’s convenient for
them, and gives us the kind of
information we need to help them
manage their lives.
Margaret Sabin, Chief Executive Officer,
Penrose-St. Francis Health Services,
Centura Health

12. 12
Appendices
Demographic Information
Methodology
What is your job function? What is your industry?
The results analyzed in this report were
gathered from responses to a digital and
on-site benchmarking survey delivered
to healthcare executives (128 executives
responded to the survey). Interviews with
sources were conducted after survey data
was compiled, and centered on discussion
of benchmark results. The views expressed
by the contributors in this paper are their
own, and not representative of the official
views of their organizations.
46% 77%
46% Patient experience
21% Operations
12% Clinical
5% Marketing
4% Other
3% Strategy
3% All of the above
2% Technology
2% Compliance
2% Quality and safety
oversight
77% Hospitals/
Health Systems
6% Other
5% Physician Offices
3% Consulting
2% Home Healthcare
Services
2% Behaviour Health
2% Manufacturer
1% Pharmaceuticals
1% Wellness
1% Reference
Laboratory
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To learn more about their work
around the Next Generation Patient
Experience visit patientexperience.
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