Difficulties in implementing the patient-centric principle
Posted: Tue Jan 07, 2025 5:11 am
Today, consumers can be intercepted by companies on a variety of channels and actively use the technologies at their disposal to engage in increasingly less linear purchasing processes, which develop through successive conversions, on different media.
Consumers have generally learned to use this complex communication system, becoming increasingly comfortable in exploiting the new resources available. Along with their digital competence, their expectations have also increased regarding the type of online experience they expect (and want, sometimes demand). The first obstacle we are talking about has to do with the expectations of a (potential) patient who is also a consumer .
1. Patients (and consumers!) increasingly demanding
A recent article published in the Harvard Business Review questions the particular afghanistan whatsapp resource status of the “digital patient”. Brands and organizations operating in healthcare – we read on HBR – would still struggle to identify a solid correlation between the figures of the patient and that of the consumer . They would continue to conceive them as very distinct and hardly superimposable: the first who receives healthcare, the second who decides whether to acquire a good or service and eventually takes the steps necessary to complete the purchase.
The point is that health professionals would traditionally be interested only in patients . That is why they would invest (time and budget) mainly in the quality of medical care (on the technical aspects of diagnosis and treatment) and would be disinterested in the consumption dimension of the service (no particular attention to ease of access to services, sustainable costs and satisfactory experiences).
Today, however, patients are also consumers and expect to use digital tools for all those operations that technology allows to be carried out online: searching for information on the treatment path, for example, or scheduling follow-up appointments, or remembering to take medications or paying for a service.
Precisely because expectations have changed radically, healthcare system players can no longer be satisfied with providing excellent medical care and a negative patient experience. Both aspects of the service are interconnected and influence each other, with immediate repercussions on the patient's health.
2. Misaligned touchpoints and disconnected paths
According to Salesforce’s Healthcare: New Marketing Trends report , just 28% of healthcare marketers are completely satisfied with their ability to create a dynamic, integrated, and connected patient experience.
An effective way to address the problem is to introduce greater personalization. Thanks to data, it is possible to reorganize all physical and digital touch points so that they are consistent with the overall path designed for the individual patient . In this way, personalized engagement impacts the entire journey, from when potential patients become aware of the brand to when patients who are already loyal promote and recommend it. Salesforce highlights how 51% of the professionals interviewed believe that creating a fluid path for the patient, which unfolds without friction between all touch points and channels, has a good chance of resulting in a positive experience.
3. Data security and privacy protection
In a constantly evolving context, where technological innovations allow increasingly advanced forms of personalization, trust is the real scarce (and therefore very precious) resource according to 55% of marketers interviewed by Salesforce. There is a constantly questioned balance between personalization and privacy, and the ability to protect data is what decisively influences the trust that patients feel towards those who provide healthcare services. To protect this fragile balance, it is important to turn to companies like Doxee that know how to put digital security first, in compliance with the updates of current regulations.
Doxee: Personalizing Health and Wellbeing
While it is undeniable that the patient experience is much more than the technology that enables it, patients themselves expect technology to put them in a position to be increasingly listened to and recognized by the brand . Let's take a few examples: today patients do not want to use their mobile device just to schedule an appointment with a doctor, but they also want, through their smartphone, to schedule that appointment at their preferred time and place, with the professional of their choice and within a reasonable time frame, perhaps proceeding to payment directly via app. Not only do they want to use the portal where their electronic medical records are uploaded to check the results of tests or exams (which they may not understand), they expect to be informed about their situation, the next steps to take, the possible alternatives, and the specialists who could be contacted.
Even in the case of Healthcare – as in other sectors – we are moving towards a progressive redefinition of activities in terms of perceived value , the result of which is linked to patient satisfaction. To increase value, the best path seems to be the one that leads to the personalization of health and well-being . A goal that companies can achieve by relying on companies specialized in this area, such as Doxee, which for years has created customized and automated projects for its customers, enriched with useful and significant content such as Doxee Pvideo® , and enhanced by flexible tools with enormous communicative power such as Doxee Pweb® micro-sites .
Consumers have generally learned to use this complex communication system, becoming increasingly comfortable in exploiting the new resources available. Along with their digital competence, their expectations have also increased regarding the type of online experience they expect (and want, sometimes demand). The first obstacle we are talking about has to do with the expectations of a (potential) patient who is also a consumer .
1. Patients (and consumers!) increasingly demanding
A recent article published in the Harvard Business Review questions the particular afghanistan whatsapp resource status of the “digital patient”. Brands and organizations operating in healthcare – we read on HBR – would still struggle to identify a solid correlation between the figures of the patient and that of the consumer . They would continue to conceive them as very distinct and hardly superimposable: the first who receives healthcare, the second who decides whether to acquire a good or service and eventually takes the steps necessary to complete the purchase.
The point is that health professionals would traditionally be interested only in patients . That is why they would invest (time and budget) mainly in the quality of medical care (on the technical aspects of diagnosis and treatment) and would be disinterested in the consumption dimension of the service (no particular attention to ease of access to services, sustainable costs and satisfactory experiences).
Today, however, patients are also consumers and expect to use digital tools for all those operations that technology allows to be carried out online: searching for information on the treatment path, for example, or scheduling follow-up appointments, or remembering to take medications or paying for a service.
Precisely because expectations have changed radically, healthcare system players can no longer be satisfied with providing excellent medical care and a negative patient experience. Both aspects of the service are interconnected and influence each other, with immediate repercussions on the patient's health.
2. Misaligned touchpoints and disconnected paths
According to Salesforce’s Healthcare: New Marketing Trends report , just 28% of healthcare marketers are completely satisfied with their ability to create a dynamic, integrated, and connected patient experience.
An effective way to address the problem is to introduce greater personalization. Thanks to data, it is possible to reorganize all physical and digital touch points so that they are consistent with the overall path designed for the individual patient . In this way, personalized engagement impacts the entire journey, from when potential patients become aware of the brand to when patients who are already loyal promote and recommend it. Salesforce highlights how 51% of the professionals interviewed believe that creating a fluid path for the patient, which unfolds without friction between all touch points and channels, has a good chance of resulting in a positive experience.
3. Data security and privacy protection
In a constantly evolving context, where technological innovations allow increasingly advanced forms of personalization, trust is the real scarce (and therefore very precious) resource according to 55% of marketers interviewed by Salesforce. There is a constantly questioned balance between personalization and privacy, and the ability to protect data is what decisively influences the trust that patients feel towards those who provide healthcare services. To protect this fragile balance, it is important to turn to companies like Doxee that know how to put digital security first, in compliance with the updates of current regulations.
Doxee: Personalizing Health and Wellbeing
While it is undeniable that the patient experience is much more than the technology that enables it, patients themselves expect technology to put them in a position to be increasingly listened to and recognized by the brand . Let's take a few examples: today patients do not want to use their mobile device just to schedule an appointment with a doctor, but they also want, through their smartphone, to schedule that appointment at their preferred time and place, with the professional of their choice and within a reasonable time frame, perhaps proceeding to payment directly via app. Not only do they want to use the portal where their electronic medical records are uploaded to check the results of tests or exams (which they may not understand), they expect to be informed about their situation, the next steps to take, the possible alternatives, and the specialists who could be contacted.
Even in the case of Healthcare – as in other sectors – we are moving towards a progressive redefinition of activities in terms of perceived value , the result of which is linked to patient satisfaction. To increase value, the best path seems to be the one that leads to the personalization of health and well-being . A goal that companies can achieve by relying on companies specialized in this area, such as Doxee, which for years has created customized and automated projects for its customers, enriched with useful and significant content such as Doxee Pvideo® , and enhanced by flexible tools with enormous communicative power such as Doxee Pweb® micro-sites .