i 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

Harnessing Data and Analytics to Personalize

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.

Reduce Readmissions and Accelerate Health Outcomes

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!