Let’s consider an example. A leading UK cancer charity, operating an internationally renowned centre treating more than 8,000 new patients each year, needed to transform user interaction for patients, potential donors, medical professionals, media, and volunteers.
An effective website could fundraise, publicise issues, share information, and provide support - sometimes simultaneously. To be successful, all this must be done sensitively, and equally effectively.
With limited resources, investment is also needed to deliver appropriate efficiency levels for employees. Automation and integration were key to delivering an enhanced user experience. The donation journey is now easier and integrates with the charity’s CRM system, providing increased operational efficiency, such as searching for information, and the sort of service that makes users want to return.
Transformation is not a one-off; it’s an ongoing process. Healthcare providers will rightly focus on today’s needs to stay in business. But they should also have an eye on the future. Staying patient-centric, being that comforting yet capable presence to guide them through their experience of care and treatment, embeds this ethos. As patient expectations evolve, so will each organisation’s ability to fulfil them.