Healthcare Customer Experience (HCX) is a discipline that will radically change health and wellness marketing as we know it.
A model for the modern world.
The world is changing faster than ever. Rapid advances in web and mobile technology have set new standards for access and personalization in customer experiences.
It used to be that catching a cab required heading out into the street and waving a hand frantically until flagging someone down. Now, at the tap of a button on a smartphone, a black car appears within minutes—on demand.
Ten years ago, on-demand rides were a luxury; now they’re the default. Technology—in particular the smartphone and legions of apps—has created generations of consumers of all ages who now expect services on demand, tailor-made for their needs, available 24/7/365.
When consumer expectations change, it creates enormous opportunities for those who adjust to this change. Those who don’t are left behind. Remember when every neighborhood in America had a video rental shop, a travel agency, and a photo printing store? Natural selection operates with brutal efficiency.
Health and wellness marketing: slowly but surely evolving.
Healthcare marketing is not immune to the influence of these sweeping changes.
Of course, healthcare marketers face significant obstacles to personalization and other more innovative communications tactics. Strict compliance rules and mandatory legal review are realities—but not excuses. Just as quick-thinking product owners and marketers in other regulated industries such as banking and insurance have been able to overcome compliance challenges, we must as well.
HCX is the health and wellness industry’s answer to new consumer expectations.
Our prediction is this: the future of healthcare belongs to those who create HCX that aligns with how customers demand to be treated in the moment—HCX that mirrors the access, personalization, and interconnectedness of our technology-mediated world.
A unique journey happens for each consumer, each day, hundreds of times a day in real moments. The marketers who can provide deeply resonant, individualized HCX—using all of the screens, channels, and devices that modern audiences love—will win. To understand how to win you must start by documenting your customer’s journey, as it is today, through your customer’s eyes. This allows you to identify where to focus your resources, on what, and why.
HCX is a reality today—and there’s more to come.
We’re already seeing progressively minded brands and marketers make bold forays into marketing in an interconnected world with never-been-done-before HCX.
Multichannel social activations have gone from wary “test and learn” endeavors to full-fledged investments. Earlier this year, the Keep It Pumping campaign, a global initiative to raise awareness of heart failure, held the first-ever live social media panel Q&A in pharma. KOLs answered patient and caregiver questions from around the world in real time. This is an example of the kind of hyper-responsiveness that we need to see more of in HCX.
In the broader health and wellness space, a new generation of wearables and health-tracking apps have enabled truly personalized wellness. For the first time ever, reliable, quantified data on core health metrics are available to people for no more than the cost of a Fitbit. This level of customization is setting a new customer expectation that we’d be wise to try to meet as we envision and build novel HCX.
If healthcare itself is becoming exceptionally personalized, why not the messaging, tactics, and HCX that educate and engage audiences?
The future is bright. Those who believe, as we do, in the awesome power of our interconnected world, will understand that marketing success is far more than a matter of siloed tactics and isolated KPIs. An interconnected world demands an interconnected HCX. This means deeply personalized messaging for audiences on the channels where they live in each moment, backed up with resonant, meaningful HCX.
If you would like to join us in embracing this discipline, please reach out. We’d love to start a conversation about working with you on your healthcare customer experience.
Want to learn more about how HCX looks on the tactical level?
Join us for our free webinar on October 27th at 2:30 PM ET: “MLR in 240 Seconds.” We’ll take you through exactly how we held pharma’s first-ever live social media Q&A.