COVID-19 had profound impacts on the business world. With in-person interactions disrupted by the pandemic, organizations were forced to pivot rapidly and connect with customers through digital channels.

As the world returned to normal over the past few years, people also returned to physical businesses. Yet, many individuals still prefer to utilize the virtual experiences developed during the pandemic. This dynamic has given rise to the notion of omnichannel experiences. 

Originally conceived by retailers to improve customer experiences, other industries like healthcare now recognize the immense value of omnichannel models. While providing great customer experiences is a business advantage, the greatest impact of channel integration is better patient outcomes.

What is an Omnichannel Experience in Healthcare?

An omnichannel experience in healthcare is the unified synchronization of all patient-facing and operational touchpoints to create a consistent care experience. Through technologies like cloud computing, healthcare providers give patients uniform care, access to information, and personalized treatment across virtual and in-person environments. 

As the Mayo Clinic explains, “The current pace and evolution of digital transformation in e-commerce and marketing have increasingly motivated certain healthcare businesses to adopt an omnichannel interaction strategy.” As retailers report omnichannel experiences boosting customer retention rates by 56%, this movement is hard for medical businesses to ignore. 

Medical businesses today integrate a variety of channels, including:

  • Telemedicine 
  • Electronic medical records (EMRs) 
  • Patient portals
  • Mobile health apps
  • In-person visits 
  • Retail & pharmacy clinics
  • Call centers & AI chatbots
  • Wearables & IoT devices
  • Insurance & billing systems

How are Omnichannel Experiences Implemented in Healthcare? 

Multiple business models are driving the omnichannel experience model forward in the healthcare industry. 

HealthTech Companies 

Healthtech companies partner with medical groups to enhance care coordination, streamline workflows, and improve patient engagement across digital and in-person touchpoints. To illustrate, Cured’s Healthcare Experience Platform (HXP) is an AI-powered solution that unifies patient data, automates workflows, and personalizes engagement in healthcare organizations.

Medical Providers   

Providers such as hospital systems, retail clinics, pharmacies, and telemedicine companies are leading the omnichannel shift in healthcare, adopting retail-inspired strategies to enhance convenience and personalized patient experiences.

Retail provider CVS Health recently integrated retail pharmacies, telehealth, and direct-to-consumer fulfillment. With 9,000+ locations and 60 million digital customers, it offers same-day prescription delivery, home shipping, and in-store pickup. CVS explores its omnichannel approach in its white paper, The Rise of Omnichannel Care.

Common Omnichannel Use Cases in Healthcare 

Omnichannel healthcare connects digital and in-person services through innovative solutions that improve both user experiences and patient outcomes.

Integrating Telemedicine and In-Person Care

With omnichannel experiences, a patient can utilize in-person and virtual care with the same provider. While they might have an initial consultation with a doctor virtually, electronic medical records (EMRs) will ensure the doctor has all the information needed when the same patient requires a physical exam. 

Hybrid care models can be instrumental in reducing emergency room (ER) congestion at hospitals. These systems prioritize urgent cases for in-person care while allowing non-emergency patients to consult doctors online — thus easing ER overcrowding.

Patient Portals, Mobile Apps, and Wearables  

Patient portals and mobile health applications form the backbone of the omnichannel healthcare model. According to the US National Library of Medicine, “more advanced patient portals allow secure message exchange between health professionals and citizens, consultation of educational material adapted to patients’ own characteristics, appointment scheduling, automatic renewal of medical prescriptions for chronic diseases, and facilitation of payments.” 

Wearable technology is reshaping healthcare by integrating real-time health tracking with patient portals. These devices enable remote patient monitoring, post-surgery care, and chronic disease management — to name a few. For example, Washington-based provider MultiCare now uses Apple Watch to monitor cardiac rehab patients by collecting heart rate and ECG data. 

Applications of AI in Patient Engagement and Clinical Work 

AI and machine learning enhance patient services and medical decision-making. For patients, chatbots and virtual assistants provide 24/7 health guidance, while AI-driven reminders improve medication adherence and preventive care.

On the clinical side, predictive analytics analyzes patient data to identify high-risk individuals based on medical history, lifestyle, and genetic factors. By enabling early intervention and personalized treatment plans, AI improves patient outcomes while reducing the labor typically required for such high levels of care. 

Summary  

Omnichannel healthcare is not just about creating more efficient and profitable business models. While profitability is obviously important, the real value of omnichannel healthcare experiences lies in delivering high-quality patient care. 

Even though digital solutions are transforming healthcare, 64% of patients still prefer in-person visits, highlighting the need for a balanced approach that integrates digital and physical touchpoints. By integrating patient access points and equipping doctors with the right tools, omnichannel systems enhance accuracy and personalization — leading to better patient outcomes and more effective healthcare experiences.

Realize Digital Transformation with Dev.Pro! 

Don’t let technology roadblocks slow your progress. Dev.Pro helps healthcare providers and health tech companies implement seamless omnichannel solutions. 

Contact us today to get started.