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Brand Personalization In Health Tech: Three Lessons You Can Learn
Personalization is no longer just a buzzword; it’s a consumer expectation and an imperative for brands. McKinsey research shows that 71% of consumers expect brands to deliver personalized interactions, and 76% are frustrated when it doesn’t happen. As consumers, we see it in our everyday lives from brands like Amazon, Spotify and Netflix, which deliver content recommendations based on individual preferences, harnessing technology to create tailored, personalized experiences that build engagement and loyalty.
And, despite the increasing use of data and technology in the wellness and fitness industries from brands like MyFitnessPal, Peloton and Strava, healthcare has lagged in leveraging data to personalize the patient experience. However, as data and technology continue to improve our ability to create personalized experiences for consumers, healthcare providers would benefit from following the lead of these brands to foster improved patient outcomes.
The Opportunity For Health Care
Healthcare is projected to have a shortage of nearly 10 million physicians, nurses and midwives by 2031, as an aging population puts increasing demand on an already taxed system. This reveals an opportunity for non-personal interventions to make a real difference in healthcare delivery. Engagement outside the physician experience will be critical in changing patient behavior and driving healthier outcomes—personalization can, and should, be front and center in that conversation.
Let’s explore what we can learn from fitness brands like Peloton and Strava about the use of data and how personalization can impact and improve the provider experience, benefit patients and deliver better outcomes.
Source: www.forbes.com
