Driving portal usage
The challenge
Our client, a regional health system, wanted patients to engage with their portal via the web or app. Together we strategically aligned on online appointment scheduling as an entryway to broader digital engagement, since this delivers operational efficiencies and is a proven patient satisfier. The challenge was to then get patients to turn to their portal instead of calling in to schedule.
Our approach
Behavioral strategy
Since calling in to schedule appointments was an engrained patient habit, our behavioral strategy focused on making the right path (online scheduling in their portal) the easy path. We targeted patients at three phases of their portal journey - when they learned about online scheduling, when they were due for a visit, and when they were actively scheduling in their portal.
Actionable solutions
To make the right path the easy path across the patient journey, we developed numerous, evidence-based solutions to drive portal usage, including:
Targeted email to introduce the portal and normalize online scheduling
Portal tickler message to nudge those due for appointments to seamlessly schedule
Optimized online scheduling flow in portal to reduce friction points and compel scheduling completion
Accelerating adoption of clinical tools
The challenge
Our client, a leading Academic Medical Center, wanted to introduce a new diagnostic test to predict the rate of organ function decline. While the diagnostic test was proven to improve patient outcomes, leadership knew their already overburdened PCPs would be hesitant to change their workflow to adopt the new diagnostic.
Our approach
Behavioral strategy
To overcome inertia and not contribute to physician burn out, our behavioral strategy first established the diagnostic as standard of care, then made the right path the easy path by removing the burden of remembering to order the test for appropriate patients.
Actionable solutions
To drive PCP usage of a new diagnostic and care pathway, our evidence-based behavioral science solutions included:
PCP education strategy and materials to validate the diagnostic and establish it as the new standard of patient care
EMR nudges to prompt ordering of the new test when appropriate, while still preserving physician autonomy
Reporting and framing using visuals and making the right path the easy path to usage