Simple Steps to Ensure a Successful Mobile Strategy: A Case study from Piedmont Healthcare
Learn how Piedmont Healthcare used mobile strategy to capitalize on the growing reliance on smartphones for retrieving online information and directions.
Location: Atlanta metro and across Georgia
Type: Care, Ambulatory, and Clinically Integrated Network
Facilities: Eight hospitals and more than 150 ambulatory locations
Piedmont Healthcare developed a mobile strategy that set out to capitalize on the growing reliance on smartphones for retrieving online information and directions. Their top priority was to improve patients’ experience with a mobile platform that provided information to enable users to navigate and access the entire system. This would include guidance to any location, physician or service in the Piedmont system, act as an extension of their lobby, and guide patients and visitors with less anxiety. Most importantly, the app would help them provide high quality, patient-centered care fondly known as “The Piedmont Way.”
Piedmont has seen rapid growth both through acquisition and new construction over the past several years that has broadened their reach throughout the Atlanta market and across Georgia. While this growth has allowed them to better serve their patients, it inherently adds layers of complexities in navigating the physical landscape, as well as the patient journey.
Piedmont understands that patients want easy access to the health system’s locations and services. Patients want an experience that is easily navigable when on any campus, is personalized, and has a retail look and feel. Patients have also come to expect the level customer service in healthcare that they receive in other industries, such as retail or hospitality. According tovthe 2015 McKinsey Consumer Health Insights survey, consumers have similar expectations for customer service — including delivering on expectations, making life easier and offering value — in health care as in other buying choices.¹
Crystal Vasquez, DNP, MS, MBA, RN, director, solution innovation at AHA Health Forum, sees this as a positive development. “Consumers want hospitals to provide great customer service just like they do at the Apple store”, Dr. Vasquez said. “Consumers are driving the business. We can’t assume that we know better,” she added.²
“Providing stress-free, safe guidance to the hospital is a top priority for improving patient experience at Piedmont,” noted Matt Gove, chief consumer officer at Piedmont. “We want to capitalize on the growing reliance on smartphones for retrieving online information and directions. By employing Gozio’s powerful, innovative technology, our patients and families will feel confident in arriving at their destination anywhere in the Piedmont system.”
With a keen understanding of drivers of consumerism in healthcare: access, choice and experience, Piedmont partnered with Gozio Health to develop the “Piedmont Now” app. The app provides innovative wayfinding technology, along with a host of features that consolidate Piedmont’s consumer touch points under one app, helping them achieve their overall mobile
strategy and creating a robust mobile platform.
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1. Hospitals and Health Networks, Consumer Engagement: Leading the way to innovation in health care (August 2017).
2. Hospitals and Health Networks, Consumer Engagement: Leading the way to innovation in health care (August 2017).