Customer nurturing for healthcare

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a very warm welcome to everyone who's joined the session hi I'm Shivani Roy I run the webinar program at leat squared lead square as you know is a marketing automation and CRM platform so thanks so much for joining in especially at a time like this one I know that not everyone sitting at work people are sitting from different places and still have managed to join in so thanks so much we really appreciate it the thing we're talking about today is of course transforming customer experience in healthcare health it's all about healthcare now really so we'll be discussing how to optimize the customer experience for better engagement some of the things that we will cover today are EMR adoption how and why it's done understanding the patient doctor system tips to build an excellent customer experience in healthcare and of course improving the digital journey in healthcare I have with me lineage from doc on he heads the business and customer experience for two brands at doc on actually and he's also a strategy consultant to a stealth mode startup so I'm very interested in knowing which startup that is so lineage thank you so much for joining us today if you could please share a few lines about yourself how are you doing your experience with doc on and then carry on with the session all right thank you so much for that introduction Shivani hello everyone I know these are unprecedented times that we are going through but I'm glad that you guys have taken the time to join in I'm Lynne --is-- I take care of customer experience and that being my forte across dokkan and it's the couple of times that I take care of here I have over the last year and a half got the opportunity and the pleasure of interacting with so many professionals in healthcare doctors medical practitioners healthcare marketing specialists and this given me a lot of idea and information about where we stand globally from digital an all digital healthcare system to you know how how far the road is and how bumpy that road be from where we are standing right now so I'm here to share that and couple that with the Forte of my experience in customer experience putting that together and not showing hopefully the journey of the years to come and what India might take in the healthcare space all right so let's get so I'll just give you a quick backdrop of how I'm just sharing this this talk so when we start off by giving you some of the external variables I'll tell you where we stand currently what are the challenges that we currently have then we move on to you know how we give a great customer experience within those challenges and probably after all of after time goes by and some of those challenges might go away there are also other ways in which customer experiences keep getting better and so we talk about that we go on to the journey of how a digital healthcare would look like and you know how much time we can probably see that in and in the future of the healthcare in India where with a complete experience for all the people involved in this ecosystem right so let's get started first as I said some of the things that you will know it's good to know before we get into healthcare in general where we stand so it's important to understand in India the situation and the dynamic between public and private healthcare one in five people in the urban cities choose private healthcare over public healthcare and one in four in the rural areas to choose private healthcare over public healthcare this being said private healthcare is roughly four times more expensive than public healthcare so in the road ahead it's also very important to understand that it's not just you know adaptation through public healthcare you'll also have to get the entire ecosystem of small clinics polyclinics and private hospitals to ensure that we have a complete digital experience in the healthcare space just a a quick comparison between where India is in terms of spends on health care versus some of the other what I would call model nations at this point compared to where India stands it's also important to understand it's not just how much the government spends on health care it's also the GDP per capita so if if you look at us which has a huge economy which is you know in no comparison to some of these other countries here with the GDP per capita of roughly sixty thousand US dollars this spent 18 percent of their own healthcare canada which stands at about forty five thousand US dollars per GDP per capita spends 11.6 percent on its health care France with a with about thirty nine thousand US dollars GDP per capita spends roughly close to eleven percent and India far far behind and the GDP per capita which is closing in on two thousand US dollars it's not even comparable to some of these other nations and spends only a fraction of that on its health care so this it goes well with the previous slide where I mentioned where it's a lot of it is a lot of health care is dependent on private health care not public health care and this kind of recalibrates towards the same now so this is one of the challenges for India we don't have enough of investment going in there into health care right but that's not the only problem that we have so if you look at Bowden EMR is it's in simple layman terms electronic medical records is a place where you absolutely want to make sure that all the data you capture about patients is stored digitally with the aim that it can be you know used well and also is easy to access forever all the parties involved so with EMR adoption not as great in India at this point and in fact there are critics who will still say that u.s. is not there yet also and they have ahead of where India is at this point so just now we just go over what India faces in the current day the problems that they face towards EMR adaptation one computer literacy now this may not seem like a big hurdle at this point considering all the people involved especially the medical practitioners using it are highly educated individuals it's not just the medical practitioners the doctors and nurses using this it's also a lot to with the support staff around it and also at the end when an EMR has to become that sort of a digital healthcare journey for everyone involved it also needs to be every every person in the country needs to be computer literate and that's something that India still has quite a way to go on and that hurts the adopt Asian because in this current day and age especially if you have moved to a diet or a diet 3 city and you try to get some a hospital or a clinic to use an EMR solution as much as they see value in it they believe that that investment is not really worth it because they're their patients don't see the value or they wouldn't because they're not computer literate so that's one of the hurdles that we face at this point of time - there is no government regulation which mandates everyone to store data digitally especially the doctor-patient data and so again there is no real push from even you know clinics especially which are run in smaller scale and a lot of you know healthcare Diagnostics as well as treatment happens in clinics in India which is very different to some of the more developed nations in the world we have that struggle as well because there's no government mandate this is something we expect the next four to six years or so to government to really kind of crack down and ask all medical data to be stored digitally and that's going to be an exciting times in the health care space the next is investment there is not enough vestment which comes in from the government and there's not enough incentive or not enough motive for private adopters to do it as well because the entire ecosystem is not built so for that ecosystem to really start forming the government's regulation needs to go hand in hand and when the government regulation comes the investment the government which is ready to put in also comes with it so that helps in building this ecosystem so again a little intertwined with the government regulation but also I mentioned GDP per capita for this reason where the investment has to be also a cost effective solution India being an extremely price sensitive market and the ID infrastructure so if you are going to store medical data for every person in the country digitally there is going to be a lot of investment needed in the IT infrastructure space for healthcare and that's something we don't have right now as well because at this point for anyone to invest there is not worth that sort of investment at this point because they don't see when government regulations are going to come in so just taking this ahead another interesting observation so this these might be at the top of the bat everyone who might think of it we're taking an entire country Digital on healthcare will know that investments going to be a problem and first which is going to be a problem you will need the government support but there is something more unique to India one of that is the number of patients the doctor sees a day so ing to the WH o--'s mandate there's ratio for the doctor to patient is one is 2,000 and India is not close to that yet India has still has quite some way to go there so on an average an Indian doctor sees 40 to 60 patients a day while a doctor in the u.s. sees only about 20 patients a day now the challenge here is because if you're going to capture information digitally it involves you entering it into a system be that you know a desktop a laptop a mobile mobile device or a tablet the entry of that is more time taking than riding on a prescription pad and when you're seeing more number of patients a day that becomes a burden for a doctor and that's one of the reasons why even after early adopters of doctors were early adopters try this and give up in a few weeks and months and that's simply because they're not able to manage both of this at the same time doctors also complain about the fact that if they staring at the screen while entering the data this they don't have to connect with the patient where they get to know look they look at them face to face and assure them that things will be better so this is another unique thing into India and so one other important thing to understand before we go ahead from a customer experience point of view is how many doctors do we have in this country the latest statistics takes somewhere close to 11 and a half black doctors allopathic doctors and the doctor the patient ratio is one is to about 1450 and the w-h-o recommended is one is to a thousand so there's some way to go there for India and I think with the number of doctors that are going to come into the system and probably will need more of those that will also help the EMR at operation with the current generation of doctors coming in who are more tech savvy and you know they've been introduced to digital devices from a very early age they're going to find this change from a more analog to a digital system much more easier and that's what we hope that that will really drive forward a digital healthcare ecosystem in this country so now let's jump to why we're here what does it take to deliver create customer experience in healthcare for starters there is no real gold standard here because healthcare is still being explored in multiple silos startups huge organizations multinational companies all and also governments initiatives and none of them there is really really no gold standard so how we approach at dock on and myself personally is that irrespective of what industry you're in you just make the journey seamless and we work towards that whether that's through technology whether that's through a product whether that's through the people who can support all that has to all boil down to one single thing and that's to make the journey seamless for the end user and so that's what our entire customer experience is focused on here at Conn so we'll get started of what's important to achieve this first the CRM tool and this this is why I really believe that you know a CRM is not given the importance that it's supposed to especially in in India and in a lot of startups also where data is managed very in a scattered fashion now CRM is usually thought of as a tool where you it's new sales it's used for marketing and it's not used for the customer experience per se and especially alright at least after the sale is made your CRM tools traditionally give great experiences through your purchase journey and then after that that's the end point for a CRM how we have chosen to use our CRM and that that is lead square is where we actually involve everyone in the company and this is a single source of truth for everyone so everyone in this organization has a log in to our CRM no matter which department you are in whether you are in product you're in tech you're in customer support or you're a salesperson all the business leaders have access to this the reason for that is simple you just need to measure every touch point that you make with your customer in this case for us it's doctors and it's important because you need to have all those data points in one place and if you have it in one place it's going to be very easy for you to have a single source of truth and make sure that people use it well now just example of how this really helps so when are when we get queries or we have we have issues which I reported from doctors in case they are finding difficulty with something in the app doctors one are always pressed for time because their time goes away in speaking to so many patients in a day assuring them of you know the good times that are ahead in terms of how the recovery is going to be they have very little time to actually get these things right the reason they adopt technology at least the early adopters are because they believe that this will help the patients and if if as a company we don't do that well enough we I don't think we are solving any purpose for the doctor so we take support very seriously and it's very annoying for a doctor if you call call them right when they are sitting with a patient or they're in between their rope areas or on their rounds so one important one data that we get from the doctors and bases their usage of the application of our EMR is we actually know what time is their opening and irrespective of what's mentioned on let's say our website or you know by them on their visiting cards sometimes the OPD is extend sometimes you know for certain doctors by half and have a certain doctors for even for a couple of us and so now we have accurate information of typically what time to what time a doctor practices considering the delays that might come about so we make sure we don't call the doctor during the time when there are NOPD's and so that in itself is really helpful because the doctor is able to now spend a little more time to explain it it's not under the pressure of someone sitting in front of me and I can't take this call right now and that really helps in giving a great customer experience and also it it gives them the understanding that we are empathetic of the fashion therein and how we take care of them you know going forward so that's very important this is just a very small example of how we use not just data which has been fed in by the you know a salesperson or a pre-sales person but it's also data which we get from other sources which we actually put back into lead square so that it's visible and a single place for everyone to come to know something about a particular doctor and I believe that is a great strength that we have in it which helps us in delivering great customer experience for the doctors in the EMR space second most important thing is to ensure that you take care of the data and a doctor is responsible for the for the data of the patients and it's an extremely private privileged and confidential information and we take it very very seriously to ensure that we don't use you know even a single byte of data for anything which is monetary or even which might raise questions of why of why are we doing this we absolutely have you know me or anyone in this company all the way up to the founder CEOs have absolutely no access to it of this data and it is protected in that way there have been certain other companies who have chosen to use the rich database that they would have for monetary purposes and they've not lasted very long in the market and doctors also have frowned upon that so we take data very seriously and we assured our customers which is our doctor as well as the patients who are whose data that we have because of the nature of our business that is absolutely safe with us and this is one of a great way to ensure that the experience is pure and it's it's just between a doctor and a patient and it's only facilitated by a company like Doc on and it's not mediated by them and that's and that's all the difference between customer experience great customer experience right so in the current day in the place where we are we're EMRs not really caught on as much as we would like and exciting times ahead of course right now the personal touch is still very possible and giving great experience through individuals is still possible because the scale isn't as high and so at this point our strategy is you know ensuring that our you know whoever they speak to from our organization has an extremely simple way of communicating are empathetic to the nature of work of the doctors and the medical practitioners and you know how their lifestyle completely depends upon their job we have all staff that we have are multilingual we speak two languages minimum some speaking all the way up to six in support and that helps and really connecting with the doctor in a in a language which is comfortable and more importantly connecting with a support staff from the doctor no reception as nurses in a way where we can really reach out to them in a simple and easy fashion rather than only sticking to English and we absolutely don't compromise on talent we have some of the you know the best people and we I'm very proud to say that we have some of the best people here and they absolutely work really hard to make sure that you know the communication is delivered in the best way possible and that uniformity across anyone who they reach out to within dokkan really helps in giving a great customer experience back but moving forward this is not going to be reproducible on scale and so that's what we are building internally right now where every every sort of communication that we do every sort of learning that we have through the journey that we have taken in the past few years we now not just solve problems bit preempt them and then we aim to standardize the user experience from there so this is an effect a three step process one is of course there is learnings to go with it and then we also preempt what are the kind of challenges that we're going to face in the times ahead we identify a fix for that we communicate that through currently our customer experience team we ensure that the communication you know healing results we measure that and when we know that that is a viable solution we move that into a way where it's a which solves itself ion technology and so everyone on the platform is a benefit of that journey and so the user experience gets standard so as we go ahead we are going to have more and more problems solved by our technology rather than people in the back end helping and solving this as and when the need arises or when a complaint comes in so to speak and this preempting has already bigger in in certain areas for us for us to understand doctor is facing challenges and using the application we we are able to kind of preempt using certain parameters and now you know we nudge the doctor even through the product of helping them with that journey of you know adopting a digital EMR platform for all their patients so this is these are the four keys I would really say to ensure that we have a great customer experience in in healthcare where the journey lies ahead is where I am personally very excited about of this taking shape so as you would see the first two bit that is infrastructure and the government regulation these would be that ones which have to comfort but again both of them kind of go hand in hand so without government regulation there is not going to be much improvement in infrastructure and the infrastructure only happen if government regulation comes in so the government these two will happen with a bit of comments pushed within coming in from the government as well as then private players sensing the opportunity in this space considering the amount of private healthcare practice in this country and then we'll kind of take that journey ahead so once data becomes digital once people start adopting the digital car and they're above that they're on that curve which takes us to more and more adaptation that's when we will have to ensure that all ancillary services company and make this journey more seamless so at the moment we have companies who work separately just to help you get an appointment with the doctor there are companies will help you get online consultations virtual consultations there are you know companies which help you build EMR EHR solutions but there's no of course then there is other ancillary services like insurance then there are labs now all of them together is what we envision to be a seamless experience in healthcare for a doctor for you know an end user or a patient or any medical practitioner or anyone in the ecosystem to under to really get benefit of this digital healthcare journey and for that you need to have Interpol level data data which flows between systems which can be understood by multiple software's and then those all have to come together and be integrated for for the seamless flow of data is very important for a seamless user experience and that's the journey ahead and this we are quite some way away from this and this is going to be the exciting time where you know startups huge organizations governments will kind of synergize together to ensure that data is in a format which can be consumed by multiple systems and then it's purely the differentiator between you and your competitor becomes the experience that you deliver right and so what the future might look like the future this I would give you with the disclaimer saying that this is how a personal view of how I see health care panning out basis the interactions I've had with health care professionals with doctors with some of the professionals who have you know worked in other countries which really helped to understand what part of the curve we are on and what kind of future we can really expect and going forward it's going to be you know a one sort of way to get all your information in one place and then have that seamless experience to go forward so I just quickly put this up I believe this is going to be the interconnected network of things to really have that a digital healthcare with great experience now worldwide even with countries like Canada and USA having more than 80% at operation of the EMR more than 50% who do not integrate their laboratories into the EMR platform and that in itself is a huge gap and that would make a lot of sense for an end user where and also for a doctor when a test is advised and then the doctor is able to see the kind of results that has come from the test without the patient really have to come again carry the physical report and then doctor has to recall why these tests were prescribed and then analyze diagnose and treat the patient so this this really talks about that now in India all of this is going to be linked by one common unique thing for every user and that's going to be the other we've already had pilot programs which has been done in a in a hospital in Hyderabad where a complete other based enrollment system was begun to be followed where basically all you have to do is you give your consent and your fingerprint and we they use that that other number as your unique identifier going forward to when you're capturing an appointment with the prescriptions that are generated against you the medicines that were dispensed to for your condition and so on and so forth and that would be the way forward of course with no other and implementation the way it has been done not being the most popular in this country that's taken a bit of a backseat but that is the way forward the security measures on data will have to get stronger and governments like the government has worked on that a bill is coming out shortly which will really help you know the data protection of every citizen in this country and that's when we can really expect these sort of seamless interactions and experiences to be possible now a big part of this is going to be medical data you have so much data which is generated has to be secured again the privacy of that and the infrastructure to that it's going to be absolutely critical now as a patient you would still be able to do all of these things mentioned here so let's say that you want to take an appointment you want to maybe check some of the old prescriptions that were generated for your reference maybe you can't go for the physical consultation you want to do a virtual consultation maybe you have claims you want to do against your insurance policy you've given a blood sample for a test and you want to have a look at what the results are ultimately all of this comes in to one single platform and this is where the government regulation is extremely important to ensure a standard data format so that you know irrespective of let's say whatever whichever clinic you go to which might use a different you know company's EMR or EHR solution it will ultimately all the data is readable across all of those and that's going to be very important still there are some unknowns here one of that is how do you make the data flow seamlessly across these entities so let's say if I as a patient and I have given my blood sample to the lab to test does that mean I am also given consent for the doctor to view that report who has advised that that test now that's a bit of a gray area at this point because there's no rule really telling you that the patient or an individual has to express as to give explicit expressed consent that's where things get a little tricky and this is where I think different companies might adopt different routes and that will only be more and more scattered till the government comes in and tells you this is the standard and which is why the government regulation is extremely important for the healthcare ecosystem and the spends that the government plans to do will also need a bit of an increase because with the current spend on healthcare and where India column C stands for this GDP per capita this curve seems to will take a long time to a doc so our understanding and our estimation says it's going to take us about four to six years for the government to really come down with a digital healthcare a real guideline in a roadmap for any player to follow and that's going to be extremely important post that from basis what we have seen in other countries twelve to fifteen years for us to adopt about 75% of all patients and maybe 90% of all doctors on a digitized EMR platform is is going to you know till it till that take shape so we're about give or take 18 20 years away from this sort of a future where it's as simple as you having an app for everything about healthcare and a lot of this will be shaped by how the government comes down on healthcare and how they plan on how they envision it but this I believe is how I see health care going forward in a very digital in a truly digital sense now it is when you have such interconnected networks customer experience is not going to be dependent on an individual or a company's talent it's going to be about the experience and the seamlessness that your technology the product that you have built is able to deliver for the end-user and that's going to be crucial going forward so beyond the point when you're going to work at scale and especially when you've been we have more than a 1.3 billion people in this country do there is no limit to the kind of customer support or you know customer success team so to speak that's going to be able to deliver that sort of quality of experience it has to be solved by a technology and that's the way forward for healthcare in India so just to quickly summarize as to where how would how we began and what's really needed for customer experience a CRM tool is extremely crucial to your success from a customer experience point of view that has to be your single source of truth you don't just have data entered there by your people in your company but also other data which comes in through usage and statistics which are put back into that for you to get a really clear understanding and have a single source of truth for everyone in your company to understand your customer perfectly for you to give that great customer experience you take data privacy very seriously given the nature of the data and the number of you know number of data points that you're going to capture it's absolutely important you build that trust with the doctor and the patient and having their data apps it'll be secure and not using it for anything else customer communication as I said at a smaller scale it's going to be how well you are able to solve problems for a doctor as and when they come up with those issues and in a long run you preempt those problems you identify fixes and then you solve them by a technology and product for for that seamless experience and being that differentiating factor of your business right so that's that's about it from from me I have reached the end of what I wanted to speak about I'll be happy to take some questions from the audience thank you so much ladies that was a really really nice presentation I hope the audience enjoyed it as well so like he said we're open to questions if you have for any questions now please do share it on the question tab and we'll take them up in the meantime linage I will start with the first question so this is from some even he says so obviously in terms of measuring customer measuring you know ensuring a seamless customer service what sort of metrics should we look at right so I I didn't speak about metric because it is subjective to the nature in which you choose to give your customer experience CSAT is an extremely basic sanity metric that you should have so where we stand right now it's CSAT at da con is 97% customer's satisfaction for every interaction and touch point that a doctor has post a sale of a product and that's extremely important in a very very basic metric to have the second which I probably wouldn't call as a metric mode as a success factor is to see the kind of referrals that go out doctors being a very tight-knit community if they are really happy or if they are really unhappy the word spreads very fast so how quickly the word has spread is another extremely good example of how successful your customer experience has been and that's something which which really helps in understanding as well the other thing I would say is is important is ensuring that it's not just I know we make an EMR software and doctors are technically our patient our clients but patients also we need to bring them in the fold to give them a great experience so which is why we measure seaside fall the end users as well who have access to prescriptions that are generated through the platform of know which adopter is generated for them we give them ways in which they can reach out to us so that we are able to give that great experience which also helps the overall ecosystem as it were so being an EMR of course CSAT is something which is very basic and as a sanity thing NPS is something you will need to take as well if you are you know yet trying to see how how many problems your product is actually solving but beyond this I would I would say the way the word spreads the reference that you get and also making sure that patients doctors the entire support staff there are all taken into the fold and it's not just the doctor when you're an EMR provider those are absolutely essential to great a gift give a great customer experience ok I am moving on to Rajendra's question and of course I mean if you have any follow-up questions please to ask rajendra here goes your questions he says when do you think government will have guidelines in India similar to HIPAA in u.s. how safe is it to use data without such guidelines that's an extremely good question so what we predict is that it's going to take about four to six years for the government to really come down with a proper guidelines for not just data protection in general but also very specific to health care data protection in general there is already a bill which is come out in 2019 and in all probability within 2020 that should be table then it should be in motion so in general I think data protection is of paramount importance and lot of companies are taking it very seriously from what from what the government we'll do or how tightly they will really implement that it's anyone's guess right now but I believe that this will come in and four to six years time we'll have extreme clarity of if you're a pro if you are a player in the health care space there will be only one way to go about it that being said at this point there are companies who use data rather liberally and there are companies were extremely extremely strict about their data practices we have bank rate security on all the data that we capture and as I said no one in our company founder CEOs included don't have access to go and view any data of that order of a particular patient particular doctor anything for that matter and I think at this point of time it's extremely important to understand as a company as a be the starter for a larger player to really understand this time that you're going to take on data protection of doctors patients alike and that's going to be extremely important you know for now till the regulation isn't formal and standard it's going to be important from these fronts it's up to the companies for now at least to really take care of the data all right if you have any follow-up questions please do ask I'm moving through with these questions so good he says the hospital setup is extremely dynamic and is and it is tough to follow a standardized protocol to improve customer experience how do we deal in such situations and stick to a standard protocol in case we have generated one as hospitals are extremely complex and there are so many departments and so many various operating practices for each one of these departments and it might be very difficult to standardize but and that's more because of the way it's set up every every hospital has its own way and on top of that inside the hospital every department has its own way and and that was what and that works fine and it only struggles when you try to fit that into a digital map and that's where you know healthcare professionals are find it extremely difficult to put technology in because if they believe it slows them down or you know it actually ends up having bad customer experience rather than good words and that's that's a very valid question I think how to do this is you'll have to reimagine customer experience and that's not by saying this is what we were doing now and we want the same thing to be done with technology it's actually take a step back and say that if I have to start now on how to give great customer experience I would definitely have technology now how would I use that to my advantage and that will this will need quite a bit of change management internally as well and that will be challenging you will you know you will have a bit of friction but I think that's the only way to implement that's one of the reasons why am I not just in India globally this is not it's not adapted as well is because people think that I am just I just wanna do the same thing what I'm doing now with technology so I just instead of doing it on paper I wanna do it on a computer it's not as simple as that because there are a lot of restrictions in either one and so you're trying to find the sweet spot in between them and I think you will have to look at it from a fresh perspective of how do I use technology to give a great customer experience rather than you know I want to give customer experience by just adding a new software and that the imagination is what's going to help you would really deliver a great customer experience okay I am moving to Mohan's question now so he says then of course you know ensuring a great customer experience is is important but he finds it hard to generate custom of back so do you know any any can you suggest any ways wherein they can get customer feedback more promptly or if it's me if you can you know suggest ways on how to do how to do it better other all right so I to answer this question I would need a little bit more context I you you know but I'll just answer it from a just from a bird's eye view and then maybe this actually warrants for actually a rather long and more intricate discussion but just from on the top if you're looking at your customers as someone who has purchased or is taken licenses to your software or and and then are using your product and you want feedback it shouldn't be that hard to get considering they have wasted interest in you developing further and so it's only rather important at what time do you get feedback there are biased ways in which you can do it if you have you know solve the problem or you have rectified something and you ask for feedback right after you're bound to get a more positive feedback if you have chosen to ask that extremely random point you're most likely not going to get a response you're only going to get response from people who are extremely happy or extremely annoyed and so that really skews your metric altogether so what I follow as practice is at the scale that we are in especially in healthcare you can still communicate and your random sample you communicate and then have a very open open textured feedback which you collect you also send out I mean you send out periodic questionnaires for NPS and other things anyway and you're going to get responses from there you can actually reach out to them to understand in greater detail and it's not it doesn't become a job of customer experience or marketing people to only do this I think anyone in the company if they listen to that conversation they're going to see they're going to derive different insights out of it and they're going to solve that or think about solving that differently so it's it's a it's a very inclusive process within our firm or a hospital for you to have people from all various specialities specialities who have their different specialities to come in and then think about how you solve that problem so this shouldn't be too difficult but however if you are talking about if you are a b2c sort of an entity where you are trying to see that anyone who has registered as a user or not necessarily paid customers and you're trying to get feedback out of them then you will have to adopt the traditional b2c techniques where you time your surveys on you know sms's or emails which goes out you time them ing to the time when you have maximum click-through rate and then you follow that through by getting a large enough sample for you to conclusively say either way but this is a very interesting question and I'd like to actually know the context of this so if there's anything I can really help with I can do that I would you know and ask for you to connect with me so that maybe I can help you out with this sure Mohan do connect with lineage and elaborate on your question in the meantime I will move on to a shishas question it's another one on data so he says what will be the impact if any data breach took place how secure is it and what about accessibility in brackets mobility right so I'll start with mobility first mobility is not the hardest to achieve at this point considering the number of handheld devices we have in this country with app or mobile web it's a very easy way to give accessibility to everyone how safe is the data it's as safe as any bank and all the infant banking information that you have we use the same sort of encryption and I believe that has kind of become a standard for a lot of companies which have data and the volume the specialty product and technology companies I don't think anyone's going below a 128-bit encryption and so that is as hard as it as hard is it to break into you know bank related information it is going to be as hard to break in here now breaches yes it's something that everyone in the technology space is worried about and we take a lot of precaution to ensure that now you know that doesn't happen now that again since there are no standards set as you know either by the government or any governing body some companies do it better than others some industries do it better than others and it's it's also boils down a lot to how the culture is to to really say if we are gonna take do everything in our power to take care of data or you know is that not not as important as let's say you know market how much percent of the market you're capturing how much sales you're making so I think that's very at this point it because it's not regulated is very subjective to how a company sees it but we we take this very seriously so there is as I said no one has access even internally for us even if I wanted to access it even to view I really can't so data breaches are going to be as good is very difficult in our systems but then again not every company is able to invest as well this much for the security aspect and that's a very very important piece yes and I can see that the data breach has sort of the majority that people are asking about so dr. amethyst is saying that he has started using EMR on cardiology practice and he has more than a lack of data or network of over 40 hot clinics across Indian villages and he'd like to know more about it so I I am assuming dr. myth will get in touch with you lineage on this yeah and then Shawn yes of course I see that you've come in late but don't worry you will get full recording and PPT okay so dr. booth has even shared his number so I will share that with you lineage are privately after this session so I'm moving on to the next question can you please share some examples of other healthcare businesses doing you know having a really good customer experience in place just having it extremely seamless so we are not to be very honest we're not there yet we have we have examples of a bits of healthcare being done well so you know made and let's say if it is you're looking to buy medicines online right and there are companies who solve that well who if you have a chronic condition you you can practically order everything every month in it the orders keep getting placed by itself you make sure you never miss a medicine it also reminds you that you know have you taken your meds so again in different silos they have been companies who solve it well there is no company right now which solves all of it together because there is no ecosystem at this point so the ecosystem that I spoke about is what I envision and my understanding of how things are going to shape up and then together you will have one player who does all of those things and then there will be competitors of those as well and that is where I believe customer experience really becomes your differentiating factor so right now whether you want to take an appointment there might be one platform better than the other someone I saw a doctor once to you as an EMR there might be one platform better than the other but there is no complete ecosystem at this point so only when it all comes together is when we can really say that you know there is one person doing it well but at this point it's all in silos and eventually I think this will consolidate and then it will become a standard sort of a practice okay I am moving to shoe booms question I'm not sure if it's a question or a comment but I'll let you be the judge of that lineage so she says in b2c entities the customers are sometimes unaware of the benefits that a better system can bring plain words customers tend to stick to traditional systems and are less experimental when their health is in picture how to make people realize the benefits of a better customer experience when the attraction is so less so I that's an it's actually an extremely good question so at this point yes the traction is less and I wouldn't really comment on saying customers aren't as experimental at this point I think that's because of the lack of options or a unified integrated solution that they have we see them really customers venturing in other industries they have really taken that step to you know to try out new things so it's only a matter of time before we get there and healthcare now from a you mentioned that customers don't sometimes get to see all the benefits that's absolutely true our communication at this point whether it's a marketing communication or it's the reach don't have the money to really invest in that at this point because everyone's working on making their foundations so this is where I think collectively went with the amount of private health care practice and the government's regulation coming in we actually the goalposts will be moved to what the experience should be like and I think that's when customers will start looking elsewhere to see okay which of this is really worth it for me at this point even if they adopt something digital let's say you know let's say for taking appointments or for buying medicines those systems don't talk to each other you still have to if you want to buy medicine for a condition you still have to upload a prescription and if that prescription is hundred and you have to click a photo and send it apps there's a lot of friction and all these points which stops a customer from really adopting something and saying that you know the solves a problem for me with this problems are being solved right now in silos when the goal posts just move towards a more integrated ecosystem for healthcare that's when customers are going to be more experimental in trying these things and trying new apps alright so I believe nishanth has a question for the audience itself new shot just bear with us because it is almost close to time so I'm not sure how many people can still answer but I'll ask ask it aloud anyway soon as Sean says I wanted to ask the other attendees have they faced or drop in their traffic so to everyone else who's joined please let us know if you've faced a drop in traffic now I'll just quickly sift through the other questions or comments that have come in so ah she says I think if data is analyzed anonymously we can take more accurate decisions regarding infrastructure changes in the field of health care views please do not take it otherwise I too retro I to respect privacy Linda Schiff you have any thoughts on that or I will just move to the next question which is from dr. Amit says I can add to that question answered to that is okay so he's responding to one of the questions he says we at our hospital give them the service which is way ahead and comparative with other hospital and go an extra mile in our service okay that's great to hear I do not see any new questions coming in if you guys have any comments on if you've faced a drop in traffic do let us know but I do understand we're close two times you might just be wrapping up nishanth not Nishant ah wait yes you want a demo yes we will we will get in touch with you and so okay dr. Amit has responded she says yes we have we have a drop in traffic we we are using digital methods her digital route traffic has increased and Shubham says our marketers are chose that there is a drop for the new players but the older ones are seeing a spike due to strong hold and trust issues okay so nishanth I hope you have some clarity there Linda Schiff you want to add to that just one quick thing I'll just take a minute so we there was a point about anonymized data and what that can really help infrastructure though I think in order to get to a point where you have enough data to anonymize and then take a decision I think you will need the infrastructure so I think it happens the other way around but just to explain the let's say if we were twenty years into the future and if we had a system like what I imagine a situation like Co with 19 the government will all but have to click a button for them to see where how many cases are being suspected reported confirmed tested positive tasted negative and then they can just mobilize teams ing to that and that's that's the power of having you know a network an ecosystem and then using the data in a very anonymous fashion and then the government being the judge of using that data accurately I think that that would be the probably the best sort of example to give a relevant to this current situation where you know if you have a non mais data what you can possibly do and then you can really kind of think from there you'll realize the possibilities of healthcare experiences are endless and I just like to end on that note ok great there are more questions okay that's the last one last one coming in again just ok so he says I guess the answer to the last question proposed was that the customer really needs to be educated and needs to be instilled with the faith as opposed to the perception of being duped by medical experts that's the key differentiator okay so my bad it was a response to one of the questions I don't see anything more coming in a lineage thank you so much for a really really great session and I can tell the audience liked it as well we got so many questions I was a really interactive one thanks so much for giving us your time thanks so much Rabbani and thanks for the opportunity thanks for everyone tuning in if there's anything would you like to discuss further I think you guys can connect with me and then we'll you know look forward to that at lutely and we hope to have you back again little inish we really hope to have you back for those of you asking for deck we will definitely send it out to you as as will we send out the recording because I see quite a few have asked for that thanks so much again to everyone who's joined the session thank you for giving us your time I'm going to end the session now take care bye bye thank you