What can radiology learn from the hotel industry? A lot, apparently
Brian King, global officer with Marriot International, has seen technology disrupt the hotel industry, over the last quarter-century, he wrote in the Journal of the American College of Radiology—and he believes radiologists can learn a few lessons from the shift.
“With the rapidly changing landscape in digital technology, both the hospitality and the healthcare industries need to take bold steps to make technology an integral part of why our guests or patients choose us,” he wrote.
Patients expect the best
In this technological age, consumers are always connected and have come to expect better engagement from companies, King argued. In fact, 64 percent of consumers expect real-time interaction, and more than 50 percent will switch brands if their needs aren’t anticipated, he wrote.
These figures, King noted, represent an opportunity for data collection, artificial intelligence and predictive analytics to enhance the customer and patient experience.
A significant challenge for these platforms will be overcoming the non-collaborative environments they were created in to offer “omni-channel” functionality.
Customers expect to have the same experience booking hotels across multiple platforms with zero drop-off between mobile devices and desktops. He believes patients want the same when scheduling appointments.
“Just as in the hospitality industry, patient expectations when interacting with radiology are likely to evolve to expect omni-channel functionality,” he wrote. “Scheduling, rescheduling, asking questions, obtaining results and other interactions should be made available across platforms, and the experience should be seamless regardless of how the functionality is accessed.”
Personalization is still important
Customers and patients are not only looking for enhanced technological abilities, but an experience personalized for them—one of the great promises of technology, King noted.
At Marriott, work is underway to provide enhanced customer data—with proper permission—to its 8,200 agents in real-time. For example, customers have the option to request a room type in advance and not have to repeat it when using different channels.
A new “Internet of things” room is also being tested to personalize customer wake-up alarm options. They can request a TV “soundscape” over the traditional phone call and select morning yoga routine to kick-off the day.
King says the embrace of digital technology and ever-growing role of internet-based platforms in radiology does not mean the profession will become impersonal, but may free up time for practitioner to interact with patients.
“Instead of a radiologist answering a question about patient preparation for an upcoming imaging test, the radiologist may now have time to consult with the patient about the implications of the imaging test results once the examination is done,” he concluded.
Matt joined Chicago’s TriMed team in 2018 covering all areas of health imaging after two years reporting on the hospital field. He holds a bachelor’s in English from UIC, and enjoys a good cup of coffee and an interesting documentary.