The technology revolution in healthcare is well underway. The increasing accessibility of information is promoting a more active, engaged and informed consumer. Mobile applications, 24/7 news outlets and healthcare data streams have enabled consumers to become increasingly involved in the healthcare decision making process. As a result, Healthcare CEOs are rapidly adapting their organizations to meet the needs of a more sophisticated consumer base.
Direct-to-consumer marketing campaigns, re-invented care delivery models and software platforms are vital to compete and grow. CEOs are adjusting their operating plans to match the decision-making process of consumers. By remaining responsive to the dynamic trends in consumerism, leaders are ensuring the future growth and continued success of their organizations.
The rise of healthcare consumerism has triggered new marketing opportunities throughout the industry. Direct-to-consumer marketing campaigns are being developed by leaders as a mechanism to capture a more active consumer base. Leaders are also emphasizing campaigns promoting engagement, transparency and information sharing to better align with data driven consumer behaviors.
New offerings have also emerged. The increasing prevalence of consumer-directed health plans, prescription services, mobile applications and technology-enabled services are driving retail-like consumer behavior. As a response, marketing campaigns are increasingly emphasizing brand awareness, convenience and service quality to better drive consumer access.
Technology-driven care delivery
Patient care has evolved to meet the demands of the modern consumer. From virtual care models to appointment scheduling to remote monitoring and follow-up, consumerism has promoted quality, accessibility and convenience as core attributes of care delivery.
Care delivery models are undergoing transformations to match new consumer expectations. Virtual care has enabled companies to expand to rural, suburban and metropolitan areas, while providing a convenient solution for patients. Online scheduling and patient portals have proven impactful to patient engagement and retention. Additionally, strategic scheduling has shortened patient wait times and improved practice efficiency.
Failure to provide such offerings – which consumers increasingly expect – increasingly impacts an organization’s ability to predictably drive patient volumes and retain existing customers.
Healthcare consumers have grown to expect accessible, easy-to-use platforms like those present in retail and entertainment. To drive consumer engagement, healthcare leaders are developing platforms that are compatible with a variety of devices.
Specific businesses and healthcare sectors have been especially influenced by consumer-focused software solutions. As consumers continue to gain control over healthcare decisions, a heavy focus has been placed on wellness. Leaders of wellness organizations are emphasizing consumer accessibility to promote convenience and expand their customer base. Likewise, consumer-centric patient portals and provider scheduling software has crucially impacted engagement and highlighted preventative care.
Consumerism is changing the way healthcare CEOs must compete and succeed. Less responsive organizations are seeing customer attrition to those organizations in synch with the trends. Moving forward, those healthcare organizations who adapt to market-driven consumer behaviors are better positioned for success than their rivals.