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Healthy Health apps put digital quality first

The mandate that existed in other industries now applies to health and wellness: Offer a high-quality experience to your customers or they will be taken over by the competition. Of course, a patient in dire need of medical care will most likely not ask paramedics to direct an ambulance to another hospital, but many patients in need of routine preventive care use their market opportunities. Whether they need care to fit their budget, top-notch doctors and facilities, specialized services, or just a more convenient option, patients will no longer simply settle for the nearest healthcare provider.

This also applies to fitness and wellness providers. Customers who buy a health device or subscribe to a service expect this investment to fit or complement their lifestyle. In these cases, the quality of customer service is directly related to income – neglect this and you can be left without work.

In the health and wellness industry, the goal is a happy and healthy customer. In today’s world, this means eliminating friction in their digital experience. If you can’t deliver a positive experience, you won’t even have a chance to help; they will just go somewhere else.

So what does a high-quality experience look like for patients or wellness centers? Here is the question we decided to answer.

The state of digital quality for health and wellness

Our new State of Digital Quality for Health and Wellness 2022 report looks at some of the common pitfalls these companies face on their product journey. Our data covers a year of work with our clients, from January 1, 2021 to December 31, 2021, and details the impact of these mistakes on the health and wellness industry. While there are unique considerations for health and wellness, especially for hospitals, ultimately software developers and testers must prioritize digital quality.

View our infographic for an overview of the key data points from the report, which includes testing more than:

  • 2200 mobile devices

  • 260 operating systems

  • 10,800 defects

  • 72 countries

Medical companies and fitness/wellness providers tend to have very different ways of generating revenue and quality customer experience. Let’s take a look at some of the key takeaways from the report to better understand these sub-industries, starting with health care providers and moving on to fitness and wellness companies.

3 Key Takeaways for Healthcare Professionals

Due to regulatory issues and the need to provide the best possible care for every patient, hospitals cannot simply place revenue above all other criteria. However, these criteria are not mutually exclusive. A more mindful approach to digital quality can help healthcare providers comply with regulations, understand patient needs, provide and deliver better care, and support revenue streams—all at the same time.

Here are three key priorities for healthcare companies.

1. Prioritize the patient’s experience.

The global pandemic has forced a shift towards digital healthcare options such as telemedicine and m-health. While these initiatives were priorities for some healthcare companies before the pandemic, it has become necessary to provide such an experience for patients simply to keep the lights on.

Now there is no way back. Patients now have high hopes for the digital capabilities that enable them to provide medical care. Mobile apps need to run smoothly so that patients can view test results or make an appointment. Telemedicine portals need to connect securely and without too much difficulty for less tech-savvy users.

This digital push is evident even in hospitals and doctors’ offices. Whether it’s a kiosk for less urgent triage, or an improved server application that quickly shares updated patient data so they don’t have to answer the same questions every visit, patients end up benefiting from a well-designed, engineered, and tested system.

It all comes down to this: reduce friction, improve the experience – and care too. When health systems work more efficiently, it helps healthcare providers sort, diagnose and prescribe medicines faster. When it becomes easier for doctors to do their job, it helps them provide better care to more patients, which ultimately results in a better rating for the hospital or doctor, which attracts more patients in the future. A bit of digital awareness goes a long way.

2. Develop new and lifetime customer journeys.

It is possible that a patient may be born in a hospital and remain in that healthcare network for life. In these cases, there is no excuse for that provider that customer information is not available for seamless sorting and service.

This, of course, requires attention to digital quality in patient registration, admissions, system migration, and more. Whether you’re a new patient on the hospital network or just signed up, you need access to health care without jumping through hoops. However, many hospitals are struggling to present a holistic digital experience, missing out on the opportunity to attract or retain new patients.

Customer journey testing is the best way to understand these patient journeys through your digital systems. This combination of physical and digital testing can not only reveal weaknesses in your digital position, but can also help assess gaps in demographics, such as why young people tend not to be patients in your hospital or where they experience planning and attendance frustrations. . telemedicine appointment.

3. Accessibility is imperative.

While other industries have taken a back seat to accessibility for years, health care providers have had to prioritize access for people with disabilities (PwD). But as care goes more digital, it’s important not to leave this large group behind.

The move to telemedicine has been driven largely by a desire to ensure the safety of healthcare workers and patients. To some extent, this continues today, although convenience and overhead are important factors for many patients. However, people with disabilities may find it difficult to get to a doctor’s office and may be more vulnerable to illness. Therefore, when prioritizing digital assistance, place accessibility at the forefront of this assessment, allowing people with disabilities to interact with systems and features.

In addition, a focus on accessible design will help everyone use your applications or systems. Closed captioning, for example, is useful for patients who may be traveling or in a public place where it is hard to hear. Similarly, the right levels of color contrast can help everyone see and use your apps.

3 key takeaways for fitness and wellness providers

Following a more traditional product and service-focused path, fitness and wellness providers are looking to improve the physical or mental health of customers through additional devices and subscriptions. For these companies, user experience is critical to acquiring and maintaining a solid customer base.

Here are three key priorities for fitness and wellness companies.

1. Make sure the product works from start to finish.

Functional testing can test many of the features of a device, but defects can show up in a variety of forms, at different stages of the SDLC, vary across the many device/OS combinations available, and occur with varying levels of severity.

Our report indicates that workflow errors account for the majority (64.7%) of functional defects for healthcare and wellness companies, resulting in everything from crashes to minor inconveniences. While internal teams uncover many functional defects, the sheer volume of client devices, networks, operating systems, and more results in defects being passed into production. Worse, in the case of fitness and wellness devices, defects can show up days, weeks, months, or even years after installation—possibly after a patch has been applied.

Reduce defects, especially higher value defects, and actively solicit customer feedback to understand where they are having problems with your devices and apps. Remember that customer tolerance is at its lowest at the beginning of the customer journey, so unboxing and initial use should be as smooth and easy as possible. Confirm these flows.

2. Understand the target customer.

Health and wellness companies cover a wide range of potential customers. A high-end fitness equipment and subscription company may target wealthy, young, healthy customers, while a fall detection device is more likely to target an older user base. Testing in a vacuum will not necessarily reveal the problems your real customers face in the real world.

A combination of the customer journey and UX testing can help you get input from potential customers before you launch. Determine where your product is difficult for them to use and whether it meets their expectations. Understand customer reactions before the product gets into their hands, not after, to limit potential damage to customer adoption and retention, and brand reputation.

In addition, localization testing can help you enter a new market. Target real people in the markets you plan to enter, taking into account the profiles of your customers, to understand where the products are not true. Localization covers language translation, but goes far beyond it, taking into account the cultural characteristics of the region, units of measurement, and more.

3. Keep customers long term.

Customer churn is a problem for many industries. Any fitness or wellness companies that follow a subscription-based model need to proactively address customer issues to keep them in the loop.

Promotional offers or discounts can entice customers to stay, as many young consumers are accustomed to starting and terminating subscriptions on their own. Testing payments using real payment instruments can ensure that bundled, promotional or discounted rates are handled properly.

UX testing can help you better understand how customers feel about a product or feature. Identify cumbersome issues that can eventually lead to subscription cancellation, such as inconsistent calorie burn or heart rate tracking, nasty user interface, charging issues, and more.

Dig into the digital quality status report

Download our 2022 State of Digital Quality in Health and Wellness report to see more digital quality results.

Develop a culture of digital quality that supports your innovation efforts and meets industry standards. Contact us today to learn more about how Applause’s global community of digital experts can help you achieve your digital quality goals.

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