What is Retail Healthcare?
Retail healthcare simplifies health services by making them accessible and convenient. Retail health clinics (RHCs) are located in retail settings such as pharmacies, grocery stores, and shopping centers, providing easy access to healthcare. While emergency care should be sought in fully-equipped medical facilities, RHCs handle non-emergency issues like chronic and acute condition care, minor illnesses and injuries, and light testing with the help of nurse practitioners and physician assistants.
The Appeal of Retail Healthcare
RHCs offer an appealing alternative to traditional healthcare settings. They provide quick and affordable care without the hassle of scheduling doctor appointments or long waits at hospitals. Consumers appreciate the convenience of addressing health concerns while shopping.
From a business perspective, the rise of retail healthcare has created significant opportunities. In 2022, the U.S. retail clinic market was valued at $3.49 billion, with over 2,000 RHCs primarily in metropolitan areas. Claims-received stats for RHCs have increased by 200% since 2017, outpacing traditional spaces like physician practices, urgent care centers, and emergency rooms. Forecasts predict that RHCs and other non-traditional competitors may dominate up to 30% of the $260 billion primary-care market by 2030.
Major players in the RHC sector, including CVS, Kroger, and Amazon, attract consumers by offering services like walk-in clinics, telenutrition, prescription management and delivery, health plans, in-home care support, and mobile clinics.
Retail Healthcare and Customer Experience (CX)
Retail healthcare aligns closely with customer experience (CX) values and best practices. RHCs prioritize ease and accessibility, offering customer-centric and personalized services, essential components of modern CX. They excel in consumer engagement, even in high-volume environments, and demonstrate proficiency in omnichannel service through online scheduling, telemedicine, digital billing, and more.
A practical example of the impact of effective CX strategies in healthcare can be seen in a case study involving Inspiro, a customer support provider that partnered with the Philippine arm of a leading European health insurer. The insurer faced challenges with high abandonment rates and limited growth opportunities due to the cost of hiring medically trained staff. Inspiro successfully reduced the abandonment rate from 15% to the target of 5% and improved service levels from 40% to an impressive 97%. This was achieved by hiring and upskilling 31 full-time employees and balancing manpower cost-efficiency with domain knowledge. The case demonstrates how strategic CX interventions can significantly enhance operational efficiency and customer satisfaction.
Opportunities for CX Professionals
As retail healthcare expands, traditional healthcare providers will need to adapt to the new standard of patient care. CX professionals can play a crucial role in supporting organizations, helping them deliver exceptional customer experiences. The rise of RHCs presents a significant opportunity for CX practitioners, healthcare clients, and customer-patients alike.
Conclusion
Retail healthcare is transforming the healthcare landscape by offering convenient, accessible, and customer-centric services. As this sector continues to grow, it highlights the importance of CX principles in achieving business success. CX professionals must be prepared to support the evolving needs of the retail healthcare market, ensuring high-quality patient care and driving continued growth in this dynamic industry.
