The Future of Health: Insights from HLTH 2023

hlth image

Earlier this month, healthcare professionals from across the globe converged in Las Vegas for the annual HLTH conference. The event highlights the conversations shaping the future of healthcare delivery, technology, and policy. Leaders across the healthcare continuum shared their challenges and insights through panels on virtual care, health equity, data integrity, and interoperability. Additionally, they discussed the patient and caregiver experience, and digital innovation. Modea sent three of our own to learn from the best and brightest minds in the industry.

As healthcare consultants, Modea attended HLTH to explore the digital healthcare landscape among 10,000+ industry peers. There was no shortage of inspiration.

We learned about new technologies that enable better virtual care, opportunities to improve interoperability and, as a result, both the patient and provider experiences, and innovative use cases of generative AI. We’re eager to bring this inspiration forward into our product development work as we partner with our clients to better serve their customers.

In this blog post, we’ll cover our top takeaways from HLTH, and we’ll summarize how you might bring these insights into your consumer-facing product development practices.

Investing in the Entire Caregiving Experience is Crucial

The caregiver experience often remains an afterthought. However, caregivers tend to carry substantial purchasing power in healthcare, and therefore, caregiver satisfaction strongly predicts loyalty. Caregivers, like patients, will switch providers based on a poor or inefficient experience – digital and otherwise.

So how can payers and providers elevate the caregiver experience? Solutions that provide consolidated, thorough family health records, centralized scheduling, care coordination, and resources to ease the complex balancing act of caregiving are table stakes. Measurement is also important. Just as health systems measure patient experience from a clinical standpoint, measuring the wraparound care experience for patients and caregivers will help identify successes and opportunities. For instance, health systems might consider facilitating surveys to better understand the caregiver experience. Monitoring call volume metrics can also be an indicator of caregiver experience; reduced calls can indicate that caregivers are able to accomplish tasks via virtual self-service. 

Another consideration here is that women are more likely than men to be their family caregivers (a statistic that was exacerbated by the COVID-19 pandemic). Furthermore, the administrative burden of caregiving falls disproportionately on women of color. As such, reducing the caregiver burden is not only important from a patient/caregiver loyalty perspective, but from an equity perspective, as well. By reducing caregiver burden for women (and women of color), health systems can enable these caregivers to have more time for work, addressing their own healthcare needs, and more.

How to Apply this to Your Product Development Work: Caregiver User Research

From research through design, development, and testing, product development for patient populations often begins with a thorough study of the patient journey. However, there’s room for improvement in understanding not only the patient or patient-family journey (in the case of children’s hospitals) but also the experience of any caregiver involved in that patient’s care, be it a parent, spouse, child, or others. By better assessing the caregiver journey—considering their challenges, desires, and experience—product teams can intentionally create products that enhance not only the patient experience but also drive efficiencies for caregivers. Prioritizing products that improve the caregiver experience contributes to ROI, enabling the provision of more care to more people.

Leveraging Tech to Strengthen Patient-Provider Relationships

Virtual care promises convenience but threatens to jeopardize the human relationships at the heart of healthcare. Still, virtual care is necessary for improving access to care. Successfully scaling virtual medicine requires technology that augments trust and rapport between patients and providers.

We learned about several technologies aiming to strengthen the patient-provider relationship, and in doing so, improve the care experience. Leveraging universal patient identifiers is an effective way for patients and providers to consolidate health records. This consolidation offers providers with a fuller context of a patient’s history, ensuring better-informed care decisions. Consider the alternative experience where a provider lacks knowledge of a patient’s health history, potentially leading to inadequate care. Additionally, AI-powered chatbots and virtual assistants play a crucial role in streamlining routine administrative tasks for care teams. By automating these tasks, these technologies free up valuable provider time, allowing them to focus on more meaningful, human-level interactions with patients.

It’s important to remember, however, that solutions must enhance, not replace, human connection. 

How to Apply this to Your Product Development Work: Keep Tracking AI Use Cases

On a recent webinar, we heard the quote, “we’re in the flip phone era of AI.” What does that mean? Consider the significant evolution of cellphones since the introduction of the innovative flip phone in 1996. We’re at the dawn of the AI innovation era, where AI will be pivotal in shaping healthcare—accelerating drug discovery and optimizing hospital operations. To stay ahead, healthcare product teams must monitor AI trends, continuously learn, and integrate AI capabilities into consumer-facing products. The value of agile development is emphasized by AI and digital trends, ensuring iterative product building that evolves with accelerating AI innovation.

Community Health and Prevention

“Health is mostly not about healthcare,” declared Dr. Larry Moss, CEO of Nemours Children’s Health. Put in other terms, health mostly happens outside of the walls of a hospital or clinic. Education, nutrition, housing, and other social determinants drive the lion’s share of health outcomes. (Addressing social determinants of health was a big theme at the ViVE conference earlier this year.)

At HLTH, there was a lot of focus on solutions that address health outside of healthcare. For instance, Instacart Health’s Food as medicine program, which will now provide access to Medicare Advantage members, as well as the broader Well at HLTH exhibit, both underscore the emphasis of nutrition – and equitable access to nutritious foods – on health outcomes. 

Digital health companies can support providers in navigating new value-based incentives. This includes offering platforms and tools like patient engagement solutions for prevention and treatment adherence. Additionally, tools that actively involve patients in their care and community-level interventions can contribute to success.

How to Apply this to Your Product Development Work: Personal and Community-Level Journeys

The tools patients use to manage their health will continue evolving, both at the personal and community level. As you shape and assess your organization’s strategies and goals for the consumer digital experience, it’s crucial to grasp the new characteristics and solutions for the patient journey. This understanding will aid in evaluating the potential impact of product development initiatives. For example, consider how patients engage with care not only within the health system and digital platforms but also beyond those boundaries. What are they facing in their community that may impact their health outcomes? Do they have access to healthy food and pharmacies? How might your digital tools help level the playing field for members of your patient population with different personal or community-level experiences? 

A Focus on Whole Person Health

Historically, care delivery has zeroed in on isolated conditions and episodes. But momentum is building around “whole person health,” which considers the complete physical, mental, and social needs of patients. Whole person health represents a societal shift as much as a clinical one as patients themselves can drive more of their care and health outcomes. 

We heard from innovators changing the face of at-home diagnostics, advancing stress and fitness tracking, and focusing on underlying, root causes of conditions. Importantly, none of these innovations can exist in a vacuum. For “whole person health” solutions to take root, they must integrate with existing care pathways, whether that means connecting to patient health records, appointment scheduling, or treatment plans.

How to Apply this to Your Product Development Work: Rethink the Meaning of Omni-Channel

Whole person health takes omni-channel patient experience one step further. Traditionally at Modea, we’ve emphasized omni-channel care for a seamless transition between digital and analog points in the care journey. To fully encompass whole person health solutions, omni-channel must also consider everything the patient does outside traditional care settings, whether virtual or analog. What is the patient managing in their own time, on their own devices? How will these personalized health solutions integrate with the products you are building for their patients? Product teams that are paying attention to the whole person will be able to better serve the needs of the whole patient

In Summary

In the case of HLTH, what happened in Las Vegas will not stay in Las Vegas. Rather, it will carry implications for years to come. Along with 10,000+ of our industry peers last week, we learned about the innovations and frictions that will shape the future of healthcare. We hope that the insights and applications we shared through this article will help inspire you to think differently about your product development processes, whether in how you study your users, how you test your products, or how you build products that will adapt and evolve with new technologies. 

Here at Modea, as consultants helping our clients shape the digital healthcare experience, we are eager to carry these learnings forward into our work. Get in touch with us if you want to learn more about how we can apply these industry trends to day-to-day product development for your organization.

Improving Staff Well-Being and Retention Through Digital Solutions

image of a digital health tool and icons that represent different functions of health services

The state of the U.S. healthcare system and the increased demand placed on employees are contributing to a high number of health workers experiencing burnout and leaving their jobs. This trend stems from increasing mental wellness challenges as health workers are put in environments that strain their emotional, psychological, and physical health on a daily basis. 

image of nurse experiencing burnout while surrounded by piles of paperwork

What exactly is “burnout” and how does it affect a hospital? 

According to the 2022 U.S. Surgeon General’s Advisory on Building a Thriving Health Workforce, burnout is characterized by a high degree of emotional exhaustion and depersonalization (feeling “out of body”), as well as a low sense of personal accomplishment at work. Burnout can also be associated with anxiety and depression, and can be caused by organizational, structural, cultural, and societal factors. 

In healthcare, burnout is exacerbated by significant factors, particularly in recent years, although these challenges have always been present to some extent. Key contributors encompass overwhelming workloads, extended shifts, administrative burdens, and a lack of organizational support.

The Bureau of Labor Statistics projects a demand for over 203,000 nursing positions annually in U.S. healthcare organizations until 2031. Additionally, there’s a predicted shortage of physicians and behavioral healthcare providers. The increasing U.S. population and aging demographics contribute significantly to the shortages in physicians and behavioral healthcare providers. A deficiency of general surgeons in rural areas compounds the issue, as specialists are frequently not geographically close to these communities, compromising the access to care for rural residents.

To tackle challenges like physician burnout and staff shortages, healthcare organizations must explore both short- and long-term solutions for sustained success. Digital tools, in particular, offer a multitude of effective solutions.

The Power of Digital Tools 

As hospitals grapple with the challenges of physician burnout, there’s an increasing demand for improved and equitable access to care for patients. Employing the right tools can streamline care management for both patients and providers.

While no singular solution can address all of healthcare’s current issues, we’ve distilled our insights into several noteworthy digital initiatives that merit discussion.

1. Interoperability Across Technology Systems 

interoperability across technology systems which helps with worker burnout

Healthcare systems are embracing innovative technologies for substantial service improvements. An Electronic Health Record (EHR) system stands out as a prime example of a digital tool designed to alleviate care fragmentation. However, effectively introducing or managing such a system within your organization is a considerable challenge. As various departments in health systems integrate new technologies, a common issue arises: these technologies often lack interoperability, causing frustration and additional workload for staff.

Working towards better interoperability can alleviate some of the difficulties surrounding operations. Interoperability facilitates the exchange of health data between different systems, creating a more streamlined and effective health information ecosystem. This lessens the strain on those using and accessing the data. Digitizing and automating services, whether through third-party vendors or within the existing Electronic Health Record (EHR) system, is beneficial. It relieves healthcare workers from mundane administrative tasks, enhancing efficiency. (Note: that initiatives involving patient data sharing require significant involvement from your organization’s IT security and compliance stakeholders.)

Where to start: Modea recommends departments, such as marketing and IT, come together and audit the current technologies as well as the needs of the organization. Have you thought about creating journey maps for your staff? Consider how different members of your staff use various technologies and identify areas in their journeys that are complex and burdensome. 

We have worked with clients to create customer journey maps, as well as internal staff journey maps, so reach out to us if you would like to talk more in depth on this topic. 

2. Investing in Intranets For Staff and Providers   

investing in intranets for staff and providers which helps employee retention

An intranet is a private network within an organization and is used to securely share information and resources amongst employees. It encourages communication and allows employees to easily access important training, forms, and applications. An often overlooked digital tool in healthcare, an intranet, serves as a valuable tool and a facilitator in communication and employee engagement

Engaged employees are notably 87 percent less likely to leave an organization compared to their disengaged counterparts. Intranets offer social and collaborative features like comments, direct messaging, and document sharing. These features facilitate seamless communication and information sharing across departments, promoting efficiency and higher levels of engagement among staff.

Where to start: While most healthcare organizations have an intranet in place, they often lag in updates or improvements. We recommend initiating a survey for all employees to share feedback on their use of the existing intranet and suggest improvements. Recognizing diverse user needs, segmenting audiences can enhance tailored experiences. Ensuring anonymity encourages staff to candidly address daily challenges, aligning the organization on leveraging this data for meaningful changes. In the context of rising burnout among healthcare workers, prioritizing internal resources is as crucial as external patient-facing digital tools.

3. Open Scheduling and Online Visits

split image of a virtual appointment and an in-person appointment which helps staff shortages

On average, virtual appointments save patients and providers approximately 105 minutes compared to in-person care, eliminating the need for travel and waiting room time. Despite these advantages, healthcare organizations may be slow to adapt and implement the necessary digital tools for scheduling and facilitating online visits. Introducing open scheduling, allowing patients to make same-day appointments, can alleviate the stress healthcare workers experience when accommodating patients for the earliest available slots.

Embracing a hybrid care model offers positive upstream impacts, providing patients with easier access to the care they need, irrespective of their location and circumstances. Adopting a “consumer-first” approach to digital tools, enabling patients to search and find the right doctor for their condition, alleviates the staff burden of handling unnecessary calls and inquiries. This approach allows healthcare workers to concentrate on other essential tasks.

Where to start: Modea recommends beginning with organizational alignment on the approach to online scheduling and a hybrid care model. The most common barrier is open scheduling and provider reluctance to implement this due to less control over their schedules. 

4. Enable a Self-Service Patient Experience 

self-service patient experience using a healthcare website which boosts engagement

The information available on a healthcare website can assist patients in assessing whether they require care based on their symptoms. Access to accurate online information can prevent unnecessary appointments or visits to the wrong provider. Empowering patient self-service reduces the time and effort healthcare workers spend on scheduling and managing low-value appointments. Open scheduling serves as another form of patient self-service. Prioritizing healthcare staff’s time with patient-focused, streamlined solutions benefits both healthcare workers and patients.

Studies indicate that the U.S. healthcare system delivers a considerable amount of low-value care, defined as medical services with potential harm or high costs that often outweigh the benefits. This wasteful practice can result in overtesting, overdiagnosis, and overtreatment, contributing to an estimated annual cost exceeding $300 billion.

Mitigating wasted resources, time, and administrative work associated with unnecessary or low-value care appointments can be achieved by offering educational resources about conditions and health management on your clinic or hospital’s website. Providing valuable information not only enhances the educational aspect of users’ care journeys but also fosters trust and authority for the health organization. Websites play a critical role in addressing and resolving unmet healthcare needs.

Where to start: We recommend fostering internal alignment on viewing your website not merely as a “website” but as a crucial digital asset and tool for providing patient care. In today’s landscape, consumers can access care globally, and although self-service is unconventional in health management, many hospitals are integrating it. Conducting customer research illuminates patient preferences and desires, reinforcing the significance of digital investments. This approach ensures that your digital initiatives align with the evolving needs and expectations of your patients.

5. Embrace Mobile For All Audiences 

consumers access their care with mobile and boost engagement

Consider your mobile strategy. Having a well-thought-out mobile app that delivers a seamless experience provides another way for patients to trust your organization and access their care on a device most Americans already own. 

Developing a mobile app that revolutionizes how consumers access their care and enhances a healthcare organization’s digital footprint provides a personalized and customized experience unique to both the organization and the patient. This innovation strengthens the relationship with your brand. Mobile health apps are designed to complement in-person and online patient experiences, serving as an additional tool to enhance the overall patient journey. Even with complex Electronic Health Record (EHR) systems like EPIC and Cerner, there are opportunities to personalize the experience and create a proprietary app owned by your organization. Maintaining interoperability and unified data ensures seamless communication between systems, reducing additional workload for healthcare staff.

Value of an Internal Mobile App

Creating an internal mobile app for healthcare staff is a valuable way to enhance and streamline communication for employees who are often on the move within a hospital. This internal mobile app becomes a central hub for all employee needs, providing visibility into benefits and payroll information, enabling the submission and review of IT help desk tickets, offering quick access to company messages and news, facilitating targeted employee communications, and even serving as a platform for nurse schedule management.

To fully reap the benefits of your digital investment, educating patients and staff on how to use the apps will support self-service and increase engagement.  

Where to start:  Conduct thorough research on your competitors to understand the offerings and digital experiences they provide to their patients. When considering the development of a native mobile app or modifying an existing one, Modea can assist in the planning process and provide insights into the reasons supporting different approaches. With extensive experience in healthcare mobile apps, Modea can guide your organization towards creating the ideal mobile asset. Whether developing tools for internal use or patient-facing purposes, it’s crucial not to overlook the importance and convenience of mobile applications.

In Conclusion

As healthcare systems grow more complex and face constant pressure from both patients and internal stakeholders to enhance their digital tools and experiences, the introduction of emerging technologies adds to the challenges. To address healthcare burnout and foster cohesive communication between patients and providers, healthcare systems can benefit from collaborating with specialized technology consultants. This partnership aims to facilitate a seamless digital transformation journey, ensuring the effective integration of advanced technologies into the healthcare landscape.

Thinking about how your company needs to digitally transform? Modea can help you strategize and utilize the right tools for you. 

Modea Wins Digital Healthcare Spring 2022 Awards

We’re excited to share that Modea has recently earned accolades for designing and building dynamic websites and mobile apps for our clients. These awards showcase our commitment to excellence and innovation in the digital solutions landscape.

At Modea, we set ourselves apart by using industry-leading best practices, ensuring each project showcases creativity, functionality, and effectiveness. Our dedicated team consistently exceeds expectations, understanding clients’ unique goals and tailoring strategies for unparalleled results.

Our 2022 spring and summer awards include:

Keck Medicine of USC, a distinguished academic medical center, drawing elite researchers and physicians from around the world.

Ballad Health, a new health system, addresses urgent healthcare needs in Northeast Tennessee and Southwest Virginia communities. Its reach also extends to additional locations in North Carolina.

AMA, The AMA, a prominent national organization, provides essential and timely resources to empower physicians, residents, and medical students. AMA supports their success at every stage of their medical journeys.

  • Digital Health Awards – Silver
  • Web Excellence Awards

Children’s Wisconsin , which distinguishes itself as the sole independent health care system in the region committed exclusively to the health and well-being of children.

  • Digital Health Awards – Bronze
  • Web Excellence Awards

Luminis Health, a nonprofit regional health system, prioritizes accessibility by extending care to 1.8 million individuals in Anne Arundel and Prince George’s Counties, the Eastern Shore, and beyond, with a network of nearly 100 practice locations for the convenience of its community.

Modea Makes “Best Places to Work” List

Virginia Business announced its 12th annual “Best Places to Work” list, honoring small to large-sized employers for creating inviting cultures and inclusive work environments for their employees.

We’re happy to announce that our team made the list for the “small employer” category. As an industry-leading digital healthcare consultancy, we’re honored to receive this accolade. 

Modea team

Why we made the list

Compiling this list exemplifies our leadership’s commitment to our values in every aspect of our work, from how we support our fellow Modeans to the work we deliver for our clients. Every day our team works hard bringing innovation to our industry while maintaining a culture of inclusion and belonging, where diverse perspectives are encouraged and embraced.

Here are a few examples of how Modea goes above and beyond for our team:

  • Additional PTO to relax and enjoy life.
  • Additional paid sick time off to use for oneself or helping family members.
  • Monthly, educational zoom calls with top healthcare execs, industry experts in diversity, etc. 
  • The Diversity and Inclusion Committee ensures fair treatment for all employees.

In addition, we heavily invest in our employees’ careers at the company.

Every Modean utilizes an annual career development budget for training, education, and conferences. They also take part in ongoing monthly career development chats with a supervisor to ensure every Modean is developing their skills and interests in unison with Modea’s goals.

We hire amazing people representing diverse backgrounds, skill sets, and lived experiences. However, in unity, there is an underlying thread that connects us all.

Modeans live and breathe our core values:

  • Be consultative
  • Look out for each other
  • Build strong relationships

If these resonate with you, consider applying for one of our open positions today!

To learn more, read Virginia Business’s 12th annual “Best Places to Work” announcement.

Modea Makes Inc. 5000 List

On August 18th our team made the Inc. 5000 list of the nation’s fastest-growing private companies for 2021! Winning this award is a “hallmark of entrepreneurial success” and a sign of Modea’s continued success.

Being part of the Inc. 5000 list places us among a distinguished group of companies that have demonstrated exceptional growth, innovation, and entrepreneurial prowess. It is indeed a hallmark of entrepreneurial success, acknowledging our dedication to pushing boundaries and achieving outstanding results.

This recognition aligns us with an illustrious roster of previous winners, including industry giants such as Pandora, 7 Eleven, and Zappos.com. The association with these renowned names underscores the caliber of companies that have thrived through strategic vision, adaptability, and a commitment to delivering excellence.

I’m thrilled that Modea was selected as a member of the 2021 Inc. 5000 list. I’m so proud of our team and their ability to make an impact on the healthcare industry, especially during such a historic and difficult time.” 

Chris Riegger, COO of Modea

Now in 2023, Modea has won over 135 awards for its work launching digital healthcare products such as websites, mobile apps, and custom software for some of the best healthcare providers in the nation. This award, in particular, holds special significance for us as it resonates with our core mission of delivering exceptional value to our clients. Each accolade represents not just a recognition of our efforts but a testament to the tangible impact our digital solutions have had on transforming the healthcare landscape.

See the full Inc. 5000 list here.

Modea 2020 Awards Recap

In collaboration with our clients, we are delighted to share the exciting news that Modea has received numerous digital marketing accolades for its outstanding work in crafting and developing exceptional websites and mobile applications throughout the year 2020.

These accolades are not a reflection of our success but also a celebration of the strong partnerships forged with our clients. Their trust and collaboration have been integral to the realization of these exceptional digital products, and we are immensely grateful for the opportunity to contribute meaningfully to their success.

Given the unconventional nature of this year, we take immense pride in sharing this positive news with our fantastic clients and dedicated colleagues within the healthcare industry. Despite the challenges posed by the ever-evolving digital landscape, our team remains steadfast in its commitment to upholding rigorous quality standards and in the ongoing creation and design of consumer-focused experiences.

Modea’s 2020 digital healthcare marketing awards include:

Spartanburg Regional Healthcare System

W3

  • Website – Best Practices – Gold
  • Website – Best Home Page – Gold
  • Website – Health Care Services – Gold

Davey

  • Website – Best Home Page – Gold

eHealthcare Leadership Awards

  • Best Internet Home Page – Silver

Healthcare Ad Awards

  • Website – Merit

Universal Health Services

W3

  • Mobile Sites & Apps – Best User Experience – Silver
  • Mobile Sites & Apps – Best Visual Design – Aesthetic – Gold
  • Mobile Sites & Apps – Best Practices – Gold
  • Mobile Sites & Apps – Best User Interface – Silver
  • Mobile Sites & Apps – Best Use of GPS/Location Technology – Gold
  • Mobile Sites & Apps – Health & Wellness – Gold

Davey

  • Mobile App/Sites – Best use of GPS/Location Technology – Silver
  • Mobile App/Sites – Best Visual Design Aesthetic – Silver
  • Mobile App/Sites – Best Visual Design – Function – Silver

Carilion Clinic Orthopedics

W3

  • Website – Healthcare & Health Services – Silver
  • Website – Best Practices – Gold
  • Website – Best Visual Appeal – Experience – Silver

Davey

  • Website – Best User Experience – Silver
  • Website – Best Visual Appeal – Aesthetics – Silver
  • Website – Best Practices – Silver

eHealthcare Leadership Awards

  • Best Site Design – Silver

Modea Adds Jobs in The New River Valley

Modea’s continuous growth is making a significant impact in the New River Valley of Virginia. We have recently announced plans to create 20 new jobs. Governor Northam acknowledges Modea’s success in Montgomery County. This recognition serves as a testament to the growing tech industry in diverse regions of Virginia. Our focus on digital health solutions is particularly noteworthy, which have gained increased importance during the ongoing pandemic. As Modea contributes to the thriving technology landscape in the New River Valley, our state government has expressed pride in seeing us expand and play a crucial role in addressing the evolving needs of the healthcare sector.

Modea’s decision to establish itself in Blacksburg, Virginia, has been driven by the exceptional quality of life in the area. Additionally, the abundance of technical talent in the New River Valley played a significant role in this strategic choice. Amid a growing demand for advanced digital healthcare tools, the company is scaling up to meet these needs. The strategic move to expand in Blacksburg aims at leveraging strong local relationships and preserving the company’s distinctive culture. Modea’s commitment to community growth underscores the region’s unique advantages.

“Modea has been an important employer in Montgomery County for nearly 15 years, serving high-caliber healthcare clients’ IT needs from its growing operation in Blacksburg,” said Secretary of Commerce and Trade Brian Ball. “The company’s ability to adapt and develop solutions in the constantly changing health tech industry is impressive, and we thank Modea for its commitment to the region and the Commonwealth.”

Read the full press release via the Virginia Governor’s Office or The Roanoke Times.