The global market for cosmetic procedures is set to reach $66 billion by 2026. But with such demand on the rise, how can healthcare clinics keep pace, while delivering first-class patient outcomes and impeccable safety standards? The solution lies in going digital and private clinics must turn to CRM (customer-relationship management) and supply-chain technology to replace archaic legacy technology that is relied upon today.
No matter the industry, consumers expect great CX (customer experience), but for private healthcare clinics burdened with outdated legacy systems, such CX offerings lag behind the rest. To build and maintain a competitive advantage, clinical outcomes, customer journeys, and safety standards must be all be flawless—which is where technology will become the saving grace.
Putting ‘outcomes’ under the microscope
The cosmetics industry realizes the need to shift its focus onto patient outcomes—something that requires gaining greater control and visibility. Many doctors and practitioners have traditionally been allowed to follow their own ‘tried and tested’ methods for such procedures—but inconsistency and variable results have meant putting a greater focus on outcomes and the customer experience as a whole.
There are lessons to be learned from others
From retail to automotive, businesses have shifted from simply providing a product to a laser focus on CX, and the healthcare market is well-placed to learn from these transitions. Outcomes and service-focused industries put a greater emphasis on optimized scheduling and streamlined workflows, which for private clinics means establishing methods to follow standardized, approved clinical processes.
Basic systems need an upgrade
Scheduling in current systems is very basic—there is no granular scheduling by doctor type or specialist qualifications, and no opportunity to charge variable rates per individual doctor. While many clinics may be up to date with standalone systems such as CRM, the benefits of this do not currently extend into transforming processes in the treatment room.
Patient safety should be top of the priority list – tech can help
Patient safety is non-negotiable for all procedures. Yet there is often room for human error or inconsistency when relying on outdated systems or manual processes.
Take laser hair removal—a nurse will estimate which type of kit to use for the procedure, such as laser strength and configuration, based on a patient’s skin type. Get this setting even slightly wrong and a patient could either suffer burns or receive no hair removal due to an underpowered laser.
With a technology-guided, outcomes-focused procedure, the customer and clinician will follow a safe, standardized process all the way through—following step-by-step instructions on a device.
Technology provides greater visibility
At the customer level, patients benefit from intuitive, online scheduling of appointments—and knowledge in advance over the professional they’ll be meeting and their procedure record, as well as being guided through next steps of the process and post-procedure evidence.
Healthcare professionals, meanwhile, gain greater visibility into the booking and scheduling process—who is coming in for treatment and when, which type of treatment is planned, and relevant step-by-step routines on the device of their choice to deliver a guaranteed first-class outcome for the patient.
The future of healthcare looks digital
It’s clear to see investing in modern technology can hold major benefits for the healthcare sector and integrating a tried-and-tested platform can minimize risky investments or in-house development. From augmented training and enhanced expertise, to regulated safety standards and consistent patient outcomes, the time is ripe for private clinics to heighten their CX offerings.
About the Author
Andy Randall, Group COO, Halfords and chairman, Avayler. He joined the leadership team at Halfords in 2014 as managing director of Halfords Autocentres, building U.K.’s motoring services provider, before expanding his remit in May 2021 by becoming Group COO. Previously, he served CEO of SK:N, where he developed the business into U.K.’s leading chain of skin clinics through a strong focus on medical standards, customer service, and a sophisticated digital customer relationship-management system.
