7/25/2022
Healthwise Communications Team
The consumer experience across many industries has seen radical changes in the past 5 to 10 years. The rise of focused, consumer-centric platforms like Amazon has changed how we research our options, compare products, and ultimately make purchase decisions.
Same for the consumer experience in healthcare. The ways we access health information, select providers, and manage health conditions have transformed. A great healthcare consumer experience means healthcare organizations deliver care and interactions from the consumer’s point of view, leading to higher consumer satisfaction and increased loyalty.
Understanding consumerism is half the battle. It’s important to focus on moving your organization toward a consumer-centric strategy for a few reasons.
A great consumer experience has many moving parts. Here we highlight three of the most essential building blocks for a great healthcare consumer experience.
Tip #1: Understand that different consumers have different needs
A one-size-fits-all approach for healthcare is often too limiting to be effective. Consumers are different and have different needs. But you can group consumers by demographics to ensure you’re meeting their needs. For example, age groups typically consume goods and services differently and have different expectations.
While age is one way to segment consumer behavior, it’s not the only way. Other segments might include location, economic profile, overall health status, and other socioeconomic factors.3 Understanding the segments you serve is essential to understanding their needs and how to provide a custom consumer experience.
Look to craft content in your communication that’s focused on the specific segments you’re trying to reach. Keep in mind this includes both the text and images you use in your message.
Tip #2: Build resources your consumers need
Consumers are accustomed to having the resources they need at their fingertips. Providing the right resources on your websites or apps is a big step toward engaging with your consumers.
Tip #3: Leverage your data
Data can tell a world of stories. Analyzing the data you have from your consumer workflows can help you determine what consumers are looking for.
In general, consumerism is changing, growing, and evolving. Creating a targeted, consumer-centric approach on your website and apps is necessary for any healthcare organization. Learn more about how Healthwise Digital Experiences can help power your health education content for a consumer-centric strategy.
1 https://newsroom.cigna.com/15-stats-demonstrate-rising-consumer-demand-for-digital-healthcare-experiences 2 https://www.kaufmanhall.com/insights/research-report/2021-state-consumerism-healthcare-survey-regaining-momentum 3 https://www2.deloitte.com/content/dam/Deloitte/us/Documents/life-sciences-health-care/us-lshc-health-care-market-consumer-segmentation.pdf