Sometimes late bloomers have an advantage. While early adopters get all the hype, it’s the late bloomers who watch and learn, optimizing strategies in the wake of others’ mistakes. It’s no secret the healthcare industry has lagged other verticals such as financial services or travel and hospitality when it comes to digital transformation. Because healthcare is so highly regulated and fragmented, transformation — especially around sensitive data — has taken longer. After all, a data misstep in retail doesn’t have the same consequence as one related to our personal health.
But a recent survey of over 500 healthcare executives by Econsultancy shows that the healthcare industry has a newfound sense of urgency to create a consistent and personal patient experience that spans both offline and online worlds, no matter what device or channel they’re using. In an era of consumer choice and greater transparency, a compelling customer experience will be the primary competitive advantage — especially in healthcare. Digital technology has the potential to create more personal and meaningful healthcare experiences than ever before, but only if the technology platform can properly enable — and protect — those connections.
Patients to the front.
Everyone wants better health outcomes and personal healthcare experiences. But today, most healthcare providers lack seamless integration between core systems, leading to patient experiences that can be sterile, uneven, and impersonal — a far cry from what we expect from our most personal providers. Just think about how many times we are asked to fill out the same information on paper forms. It’s as if they don’t know us at all.
In Econsultancy’s “2017 Digital Trends in Healthcare and Pharma” report, the results were clear — the shift of control from healthcare companies to the consumer is forcing the industry into a customer-first mindset where supporting multiple devices and channels is paramount. Optimizing the journey across multiple touchpoints is one of the most important priorities for 74 percent of healthcare and pharma respondents over the next year.
Digital marketing priorities in healthcare.
Proportion of company respondents in healthcare and pharma saying these will be “very important” for their digital marketing over the next few years.