Health systems are learning many lessons during this pandemic that they will need to carry forward into the recovery and “new normal” phases. One of them may be the need for an integrated digital health strategy, and more specifically a patient focused “digital front door”. The almost overnight shift from in-person ambulatory visits to virtual visits during this pandemic highlighted the need for a more integrated approach for many health systems.

An integrated strategy for a patient centered digital front door has many components including the core website, the patient portal linked to the electronic health record, improved access and scheduling capabilities, call centers, and care delivery through virtual visits. The goal is to meet patients where they are and guide them along the right care pathway with efficient, consistent, and easy processes in the background.

However, these multiple components and functions are often led and directed in an uncoordinated manner by different senior leaders within the organization. The core website is typically owned and directed by Marketing and Communications with technical support from IT. The patient portal is often managed by the ambulatory team in IT partnering with the Chief Medical Information Officer, Ambulatory Services, and Marketing. Improved patient access and scheduling initiatives are often directed by Ambulatory Services or in an academic medical center by the Physician Practice Group leadership. The call center may be managed by Marketing or Ambulatory Services leadership. And telehealth may be provided by a specialized team either connected to or part of IT but be directed by physician leadership.

A successful patient centered digital health strategy needs to involve all these components in a coordinated, comprehensive manner. In some respects, who leads this strategic initiative does not matter. What does matter is that there is buy-in and collaboration from all leaders involved with a common overarching goal to meet patients where they are at and provide an easy, consistent experience to access services.

Whether a health system is in a highly competitive market or not, a patient centered digital front door is still needed. Health consumers expect one-stop shopping and an easy online experience they have become accustomed to in every other service industry. And if there’s not a competing hospital to be concerned about, there is competition and disruption from consumer-focused retail giants like CVS-Aetna and Walgreens who are moving more and more into the healthcare delivery space.

What is the role of the CIO in all of this? At a minimum the CIO is relied on to support the technology platform and selected solutions. Optimally the CIO needs to transition from being solely a technology partner to a business partner helping weave together a cohesive strategy and ensuring there are not a lot of disparate one-off solutions.

Organizations that have mastered their digital health strategy and offer a digital front door to their patients are better positioned during this COVID-19 recovery period and for what will most likely be a second wave in the fall. For those who haven’t mastered it yet, the time is now to start seriously focusing on developing a strategy.

Banner Health appears to be one such example to watch and learn from. Their mission is “Making healthcare easier, so life can be better”. In recent years, they made a major investment in the patient journey. A look at their website makes it clear they have been able to pivot even further during this pandemic. The first thing you see is “We’re here for you, from the comfort of home” with links to either book an appointment with your doctor or schedule a video visit. As you scroll down on the home page you see their commitment to making sure the patient and their family concerns are addressed. Since most people are still concerned about safety and are not yet comfortable going into an acute care setting, they offer a telehealth alternative which is well documented and provides an effective and convenient alternative.

Health systems have been hit hard financially during this pandemic. Until patients and their companions get comfortable coming back to traditional care settings, it is essential that you look at the state of your digital front door and how easily patients can knock on it for the answers and services they need.