n the world of consumerism, patient expectations have reached an all-time high.
Patients as consumers are attuned to hyper-personalized digital experiences that
simplify their interactions with a brand, and they expect the same from healthcare as
well. Successful healthcare brands are the ones that design patient-centric strategies to
deliver superior consumer experiences throughout their care journeys.
Patient expectations have reached new heights in the wake of the global pandemic. As a
result, traditional patient outreach methods don’t meet the needs of the tech savvy
healthcare consumers. For instance,
- A one-size-fits-all patient engagement solution may not be an ideal approach to
deliver the seamless and personalized experience that the consumers expect
- A generic email blast to the entire audience may not appeal to consumers that
prefer text messages or any other medium of communication
- Communication delivered at a certain time may not be reachable to patients who
prefer to be reached out to at a different time
Research indicates that a staggering 83% of consumers expect personalized
recommendations based on their personal preferences and choices in a super-fast
manner. This is a result of retail brand interactions, where hyper-personalized
recommendations and communications are delivered at the click of a button.
Furthermore, in the competitive landscape, consumers are also bombarded with
marketing communications from various brands that are way too overwhelming for
them to digest. To break through the clutter, you need to personalize and customize
your communications so it can resonate with your specific and targeted audiences. This
level of personalization ensures brand engagement, satisfaction and ultimately driving
better patient experiences, loyalty and outcomes
Getting Personalization Right
To make the right impact in personalized medicine, providers need to:
Improve
Collaboration
between
Providers,
researchers
and
Lifesciences
companies
|
Highlight Patient
Involvement
at every stage as
patient reported
outcomes are
essential in
delivering
individualized
care throughout
the care
continuum
|
Create
Personalization
Strategies
Around
Cultural Shifts in terms of
data sharing
among the key
stakeholders of
the healthcare
ecosystem
|
Prepare for
Regulatory
Changes in terms of
skills and
workflows
|
Ensure that the
Right Tools are
in Place To seamlessly
collaborate and
integrate data,
insights and
security
|
The healthcare ecosystem is driven by massive volumes of invaluable data. These large
volumes of structured and unstructured data are gathered from various sources
including the Electronic Health Records (EHR), Patient Reported Outcomes (PRO),
Patient Generated Health Data (PGHD), Social Determinants of Health (SDOH),
wearables, IoT-powered devices amongst many others. This patient data is carefully
analyzed, streamlined and segmented to understand their lifestyles, behaviors and
preferences in order to send relevant and customized messages tailored to their
individual needs.
Healthcare personalization goes beyond just sending the right marketing messages at
the right time through their preferred channels of communication. Population health
data gathered through Social Determinants of Health for instance could give valuable
insights on the lifestyle, behaviors and habits of a particular segment of patients that
helps understand a particular segment of communities—to design tailored programs
specific to their health concerns, comorbidities and other issues that can be effectively
addressed at scale, yet at an individualized and personalized manner.
To learn more about how healthcare personalization can create transformative patient
experiences and drive outcomes,
give us a shout!