Hospitals and health systems have been discussing digital-first patient engagement for a while now, but fewer organizations than you might think have made huge strides forward on that front.

Likewise, data-driven decision-making is a phrase that's been tossed around quite a bit in healthcare, but in many cases it's a dream that's yet to become reality.

Meanwhile, as providers aim to make trust and transparency core to their day-to-day operations, they're often not as advanced in those efforts as they might hope.

But all three of those imperatives are poised to make big progress in 2025, according to David Nickelson, consulting lead at Cella by Randstad Digital.

Randstad Digital is a digital enablement company that helps facilitate accelerated transformation for businesses by providing talent, capacity, technologies and business advisory services across specialized domains, including healthcare. Cella by Randstad Digital, a partnering division of the Randstad portfolio, offers consulting, staffing and managed systems.

Nickelson – who has more than 30 years of experience across scientific, clinical, legal and digital disciplines – works with healthcare organizations on complex challenges by developing and delivering technologies and services. We asked him to look at the year ahead and describe where he sees progress being made.

Q. You cite digital-first patient engagement as a major issue for hospitals and health systems in 2025. Why is that, and what kind of developments do you foresee?

A. Digital-first patient engagement is poised to become a defining factor in healthcare delivery by 2025. This shift is driven by several powerful forces. Today's patients, accustomed to seamless digital experiences in other aspects of their lives, now expect the same level of convenience and accessibility in their healthcare interactions.

Additionally, the ongoing transition to value-based care models emphasizes patient outcomes and cost-efficiency, making digital tools that empower patients to actively participate in their own care even more essential.

Furthermore, in an increasingly competitive healthcare landscape, a strong digital presence and a superior patient experience can be a decisive factor in attracting and retaining patients. Finally, the wealth of data generated through digital engagement offers unprecedented opportunities to personalize care, improve operational efficiency, and drive data-informed decision making.

Looking ahead, we can anticipate several key developments that will shape the future of digital-first patient engagement.

These include:

• The rise of omnichannel communication, enabling patients to connect with providers seamlessly through various channels

• The integration of AI-powered chatbots and virtual assistants to automate routine tasks and provide timely responses

• The use of data and AI to deliver personalized content and recommendations

• The expansion of remote patient monitoring for proactive care

• The growing adoption of digital therapeutics for convenient and accessible treatment

• The integration of wearables and IoT devices for a more comprehensive view of patient health

• A focus on accessibility and health equity to ensure digital health systems benefit all patients

To effectively leverage these trends, hospitals, health systems and insurers must invest in robust digital infrastructure, develop comprehensive digital strategies, train staff on digital tools and best practices, prioritize data security and privacy, and continuously evaluate and improve their digital offerings based on patient feedback and data insights.

By embracing these opportunities and proactively adapting to the evolving digital landscape, healthcare organizations can enhance patient engagement, improve health outcomes and position themselves for success in the years ahead.

Q. Data-driven decision making also is high on your list for 2025. Why is this of increasing importance this year, and what kinds of technologies will be key?

A. Data-driven decision making is poised to revolutionize healthcare delivery by 2025. This approach, fueled by the exponential growth of health data and advancements in analytics technologies, offers the potential to significantly enhance patient care, improve operational efficiency and drive innovation.

At the heart of this transformation lies the power of data to unlock valuable insights. By leveraging data-driven insights, healthcare providers can personalize treatment plans, predict patient needs and intervene earlier, ultimately leading to improved health outcomes. For example, predictive analytics can identify individuals at high risk of developing specific conditions, enabling proactive interventions that can prevent or mitigate adverse events.

In addition to improving patient care, data-driven decision making also can boost operational efficiency. By optimizing resource allocation, staffing levels and patient flow based on data-driven insights, hospitals and health systems can achieve cost savings and improve overall efficiency. Furthermore, data analytics can identify areas of waste and inefficiency, leading to more cost-effective care delivery.

Finally, data-driven insights can inform strategic decisions regarding investments, expansions and service offerings, ensuring healthcare organizations remain responsive to the evolving needs of their communities.

Several key technologies will play a pivotal role in advancing data-driven decision making in healthcare. Artificial intelligence and machine learning algorithms can analyze vast amounts of data to identify patterns, predict outcomes and support clinical decision making. Real-world data and real-world evidence offer valuable insights into patient behavior, treatment effectiveness and disease progression.

Predictive analytics can forecast patient needs, identify high-risk individuals and optimize resource allocation. Data visualization and dashboards can make complex data sets more accessible and actionable for healthcare professionals. And interoperability, enabling seamless data sharing between different systems and organizations, is essential for unlocking the full potential of data-driven insights.

By embracing these technologies and investing in the necessary infrastructure and expertise, healthcare organizations can harness the power of data to transform care delivery, improve outcomes and drive innovation.

Q. You say trust and transparency will be crucial for healthcare provider organizations in 2025. Why is this of increasing importance, and what kinds of technologies can be deployed here to help?

A. Trust and transparency are no longer optional for healthcare providers – they're imperative. This year, this will be even more pronounced. The shift toward value-based care further emphasizes the need for transparency. This model prioritizes patient outcomes and cost-effectiveness, necessitating open communication about care delivery and pricing.

As healthcare costs rise, patients are shouldering a greater share of the financial burden, so transparency in pricing and billing practices benefits everyone. Additionally, the proliferation of options in today's healthcare landscape empowers patients to compare providers and make informed choices. In this environment, trust and transparency become key differentiators.

Furthermore, the increasing use of digital health tools and electronic health records has raised concerns about data privacy and security. To build and maintain trust, healthcare providers must demonstrate a commitment to responsible data stewardship. Finally, evolving regulations are pushing for greater price transparency in healthcare. Providers and insurers need to proactively adapt to these changes.

Though it may sound counterintuitive, technology can play a pivotal role in fostering trust and transparency. For instance, price transparency tools can empower patients to compare costs and understand their out-of-pocket expenses. Clear communication in plain language is essential for explaining complex medical bills and insurance policies.

Proactive disclosure of information about costs, treatment options and potential risks can further build trust. Robust data security measures and transparent data privacy policies are non-negotiable. Additionally, patient engagement technologies can facilitate communication and provide convenient access to information.

By embracing these strategies and prioritizing trust and transparency, healthcare organizations can not only meet regulatory requirements but also cultivate stronger relationships with patients, ultimately improving the overall quality of care. It's a win-win for everyone involved.

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