Technology to play a prominent role in GPs’ growth plans

General practices have become adept at navigating persistent challenges. With a focus on the sustainable delivery of primary care, most have taken proactive measures to address rising expenses, talent shortages and higher patient demand, to name a few.
 
Pressure on practice costs and capacity will likely continue in the year ahead. According to the CommBank GP Insights report, 78% expect costs to rise again over 2024. Almost two-thirds of practices also expect patient numbers to increase, yet only 28% predict that the number of GPs will rise.
 
Equipped with the lessons of recent years, practices are already implementing strategies to tackle these hurdles. This includes a sharper focus on initiatives to drive efficiencies and improve patient convenience and access.
 
The report suggests this is supporting a rise in confidence across the profession, with 79% of practices optimistic compared to 75% in 2023. More practices are targeting growth, a mindset among almost two in three practices.
 
CommBank Health CEO Albert Naffah says that as practices strive for growth, they continue to seek new ways to optimise practice operations and productivity.
 
‘Practices are adapting to a landscape where higher costs, attracting and retaining GPs and payroll tax rulings are among issues causing concern. However, they are undeterred; intent on expanding capacity and reducing any disruption to the delivery of care,’ he said.
 
‘One area gaining momentum in this environment is the adoption and modernisation of technology that can help practices be more efficient and keep pace with change. We’re seeing digital investment intentions strengthen, with a focus on tools to streamline processes and track and enhance practice performance.’
 
Data-driven tools to lead next wave of technology adoption
Over the next 12 months, practices are signalling higher investment in new digital tools and upgrading existing technologies. The report shows 74% of practices expect to increase technology spending, up from 66% last year.
 
One of the fastest-growing areas of expected adoption is practice intelligence tools for data analytics. According to the report, most practices already analyse data related to clinical activity, practitioner and staff performance and patient demographics.
 
‘Other lesser used data sources are of greatest interest, suggesting they’ll become more commonplace,’ Mr Naffah said.
 
‘This includes external benchmarking, appointment analysis, and monitoring practice operations and efficiencies, which also align with where practices see potential for artificial intelligence.’
 
The report revealed that while 20% of practices currently use AI, with patient education (9%) and feedback collection (9%) the most widely adopted applications, far more would consider other uses. This includes the 78% that would consider AI assistance for data analysis and intelligence, 77% for inventory management and 76% to enhance appointment scheduling.
 
Modernising the payments and claiming experience
Of the technologies earmarked for upgrades, cybersecurity to protect business and patient data was the highest rated. This was followed by payment solutions integrated with practice management systems.
 
‘The need to modernise payments solutions is likely related to changes to the flow of funds across the practice as billing models evolve and direct payments between patients and doctors rise amid payroll tax rulings,’ Mr Naffah said.
 
Another supporting factor may be patients’ expectations of their payments and claiming experience. The CommBank Patient Experience Insights report confirmed that 78% of patients expect on-the-spot claims processing and that 44% have experienced a payments issue when visiting a GP.
 
‘When thinking about payments solutions, practices said that ease of integration with practice management software and speed of taking payments and claims were the most important features,’ Mr Naffah said.
 
‘Most practices also value a digital-first experience and the ability to access data, insights and reconciliation. This continues the preference for technologies that simplify the experience and provide billing visibility for practices and patients.’
 
To learn more about the strategies practices are prioritising to improve operational and financial performance, and to benchmark your approach, read the full CommBank GP Insights report.
 
About CommBank GP Insights Report 2024
The report is based on a quantitative survey of 204 decision-makers and senior influencers at general practices across Australia. This included 100 business owners and 104 practising physicians.

Fifth Quadrant conducted the general practice and patient surveys on behalf of CommBank Health between January and February 2024. All references to patients and general practices in the report refer to those participating in the surveys unless stated otherwise.

The report has been published for general information purposes only. As this information has been prepared without considering your objectives, financial situation or needs, you should, before acting on this information, consider its appropriateness to your circumstances, if necessary, seek professional advice. The Bank believes that the information in the report is correct and any opinions, conclusions or recommendations are reasonably held or made, based on the information available at the time of its compilation, but no representation or warranty, either expressed or implied, is made or provided as to accuracy, reliability or completeness of any statement made in the report. Any projections and forecasts are based on a number of assumptions and estimates and are subject to contingencies and uncertainties. Different assumptions and estimates could result in materially different results. All analysis and views of future market conditions are solely those of the Commonwealth Bank.

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