Bringing Empathy to Healthcare Collections through Technology

Technological advancements have certainly changed the healthcare industry and will continue to do so. Of course, many people perceive technology as this cold, impersonal thing that is becoming an intrusive part of our daily lives. Yet, these technological innovations can help create a more personal patient experience – not only from a clinical perspective, but also from an operational perspective.

With the right technology, revenue cycle management (RCM) organizations can connect with patients on a human level – treating the patient with humanity and empathy, just as your doctors, nurses, and healthcare providers do within the four walls of the exam room. RCM leaders must prioritize partnerships and technologies that emphasize empathy and put the patient first.

Empathy in transition

During the past few years, RCM organizations began altering processes to make it easier for patients to pay, rather than continuing outdated processes that historically prioritized the easiest path for the collector. Much of this was brought about because of the global pandemic. The resulting shelter-in-place forced a change in how the entire world viewed technology and drove the rapid adoption of technology and behaviors that might have been only accepted as the new norm over a much longer period.

It also shined a bright light on everyday inequities and hardships, including individuals losing their jobs and struggling to provide for one’s families. As such, many people became more empathetic and supportive of others – and RCM leaders were no exception. At the end of the day, the goal of healthcare is to provide every patient with the care they need. RCM quickly moved from a “pay now” mentality to meeting patients where they are – ensuring care regardless of immediate ability to pay. 

Empathy in practice

So, how can healthcare entities ensure their RCM is projecting empathy? Decision-makers and industry leaders can prioritize the following:    

• Upfront connection: In the past, discussions around payment and collections have been siloed until after the point of service, trying – often without much success – to reach the patient after they leave the hospital. However, by shifting the mentality to connecting at the point of service, administrators can effectively collect the patient’s information upfront, including discussing co-pays and amplifying transparency around upfront costs. Doing so also allows for the opportunity to qualify a patient for payment assistance, which that patient might not have known they were eligible for. Being clear and transparent with patients sets the road map to effective communication and payment upfront and down the line.   
• Convenience for the patient: Identifying the patient’s preferred mode of communication prior to service is key. Depending on generation, the level of technical understanding, and additional factors, knowing if the patient prefers to text, email, or a phone call can dramatically increase the chances of payment. Similarly, understanding what time of contact is best for the patient is key. Knowing when the patient works or is unavailable will save time and resources as well as increase the likelihood of getting a response from the patient.
• Payment assistance: Having representatives provide patients with information about all their payment options, including any state and government programs designed to help with their financial obligations, and help them enroll in these programs can help ease some patients’ worries. Agents can also set up payment plans to help ease the patients’ stress about looming bills.   
• Finding the right partner: An industry partner must have scalable technology capabilities, as well as a mission in empathy and working alongside patients. This is key in finding success – for supporting the bottom line and ensuring convenience in payment for the patient. Having a vendor who can perform all necessary operations within one RCM platform will streamline operations for the facility and patients alike.

Reevaluate practices 

History has shown that once a major change happens to the business landscape, those changes are here to stay. Things don’t often revert to the prior state. These disruptors very quickly become the new normal. As such, the resurgence of empathy in healthcare and in RCM should continue. It is vital to use technology and facilitate partnerships to guarantee the most seamless process for administrators and patients alike while still ensuring that patients know they have access to healthcare. Now is the time to reevaluate processes, find those partners, ensure the bottom line is supported, and prioritize human interaction and empathy.