When Covid-19 began spreading quickly throughout the U.S. in March, most hospital systems stopped performing elective surgeries, based on a recommendation from the American College of Surgeons. While this guidance was important, as it aimed to minimize exposure to the virus and reallocate hospital resources to combat the spread of the novel coronavirus, many patients put off seeking care — including even urgent conditions like heart attacks.
Unfortunately, a surge in chronic care needs after world-changing events isn’t a new phenomenon. In the wake of the 2008 recession, a Kaiser Health Tracking poll found that nearly 60% of adults had put off needed medical care because of the cost, while another 30% said that someone in their household or family had struggled to pay a medical bill. There are also similar stories in the aftermath of Hurricane Sandy in 2012, as patients deferred preventive care in order to deal with the impact of the storm.
As the vaccine regime ramps up, the restrictions ease, and the public becomes more comfortable seeking care for non-Covid healthcare needs, healthcare providers can expect an increase in chronic care visits. And while the medical community prepares to deal with the post-Covid wave of “catch up” chronic care, there will be a critical need for empathy for a patient population who has suffered not only physically, but also mentally and emotionally due to high levels of stress and anxiety resulting from the fallout of the pandemic.
Imagine a patient with a chronic condition like cardiovascular disease or diabetes, and your health has deteriorated due to Covid-related postponement of care, along with your financial resources and access to care. Unemployment grew more in three months during the pandemic than it did in two years of the Great Recession, and more than 16 million Americans are still unemployed, which means many no longer have access to a steady income nor employer-sponsored health insurance. Unexpected unemployment, as well as the loss of loved ones, cancellation of milestone events and prolonged isolation from social circles, will continue to take a toll, and healthcare providers need to ensure that they take an empathy-first approach to care so that patients can recover both physically and emotionally — not just at the point of service, but across the entire patient journey.
In addition to human empathy, we are also seeing a new “digital compassion” emerging as healthcare providers work to support patients in need during this uncertain time. Showing this kind of compassion has become easier as technology becomes more advanced and patient-centric in response to the pandemic; this includes approaches like flexible payment plan options and temporarily extended billing cycles, which can help patients that may be out of work or need to prioritize other living expenses. For example, extending billing cycles from 120 to 150 days can make a big difference for some individuals, resulting in fewer accounts sent to collections – and a better patient experience, overall.
While digital impressions mattered in healthcare even pre-pandemic, our recent consumer survey found that digital experiences are even more important now. Easy-to-use and flexible digital solutions can help patients cope with any financial burden they may face when returning to their healthcare routines, while also minimizing potential exposure to Covid-19. Patient engagement platforms that are specifically designed to improve the patient experience can not only help patients meet any financial obligations they may face when returning to their healthcare routines but can do so in a way that provides them with the same customer experience they are used to in other aspects of their lives — whether it’s online shopping or paying a credit card bill. What a relief it would be for a nervous patient to not only be able to fill out paperwork and insurance information online in advance of their appointment (and, only have to do this once rather than multiple times), but to also be able to pay their co-pay or arrange a customized payment plan on their smartphone. Investing in a compassionate, patient-centric healthcare experience won’t just help consumers — providers will benefit as well.
Covid-19 has strained the healthcare system like nothing in our lifetime, with both patients and healthcare organizations feeling immense pressure. But it’s also accelerated the long-overdue path to virtual care and more comprehensive, and compassionate patient engagement options. As we find our way through this “new normal”, there is a real opportunity — and urgency — to incorporate empathy at every stage of the patient journey. And in doing that, by prioritizing the patient experience across the entire care journey, both our patients — and our health systems — can emerge healthier.
Photo: Andreus, Getty Images
