How service design builds trust into Telehealth

Kyle Williams and I worked on an enterprise-connected project together several years ago. As Connected Health domain experts, we created health-related categories, concepts, and monetization strategies. One of the services we strongly advocated then was Telehealth of which service could easily align with the telecommunication network footprints.

In spite of the technical feasibility and the business viability of Telehealth, it had never been fully adopted by the caregivers and takers. Then Covid-19 happened.

 Providers have rapidly adopted and implemented the new service models of Telehealth and made their care available via online and mobile devices. During the peak of the pandemic, Telehealth wasn’t just an option. It was the only care available for many whose conditions weren’t categorized as an emergency.

As more patients become familiar with the service, more feedback is inevitable. And there is always this question about “trust.”  According to the 2020 research done by Caring Advisor, the respondents’ concerns about virtual doctor appointments touch multiple topics such as technology, privacy, and physician’s attention. Notably, 38.8% of respondents are concerned about a misdiagnosis the most. More alarming data is that all age groups of the respondents show a preference for in-person appointments for the future (68.3%).  

So when there is a concern about trust and a preference for the in-person experience, how do we design Telehealth to make it more patient-focused? How do we build trust in Telehealth?

Healthcare leaders agree that delivering competency, empathy, and reliability is critical in building trust in Telehealth. But how do we do that when the critical human factors in understanding a patient are now limited to a zoom meeting?

First, Telehealth should be considered as a service rather than a virtual meeting option. This service approach requires a deep understanding of a patient journey.

The common model of current Telehealth mostly focuses on the “Connect” phase of the journey (Journey map shown above). In order for providers to provide a seamless and trustworthy experience, understanding the before, during, and after touchpoints is essential. Knowing the entire story of a patient is a key step to build trust and communicate “I get you.”  

Secondly, Telehealth should be approached as a holistic service design that consists of clear identification of values, resources, and opportunities. One of the key success factors of experience design is ensuring no breakage. Just like what Mr. Darcy said, “Trust once lost is lost forever.” Layout a patient’s front stage touchpoints, and align backstage resources that can deliver a unique experience you want to deliver to a patient (Front and Back Stages shown below).

Pincherry can help you deliver unique experiences to your patients and partners. If you are interested in design thinking research, journey mapping/CX management, and service design blueprints, email us (blee@pincherry.net) or Kyle (kwilliams@pincherry.net). Let us help you identify new opportunities.