By Kent Groves, Ph.D., Global Head of Strategy, dentsu health
Born out of necessity, the standards set in the last 18 months for telehealth and remote care will become normalized and will inform the proliferation of online educational content about prevention, diseases, treatment and coverage delivered by health brands that will be expected to migrate a growing portion of the care experience onto channels accessed in a self-serve capacity.
Delivering data-compliant personal experiences
In order to deliver these self-serve experiences effectively and efficiently, health brands will need to implement best-in-class technology platforms that can manage customer interactions carried out across multiple channels.
Leveraging Customer Data Platforms (CDPs), health brands can unify multiple data sources, informed by regional jurisdictional data governance and compliance across the entire enterprise system architecture and, ultimately, deliver consistent and relevant customer experiences.
Technology enables human-based differentiation
Optimizing technology platforms that provide AI- and machine learning-powered journey orchestration capabilities will separate brands that can manage the moments that matter from those that don’t.
As the world becomes increasingly more automated and virtual, human skills and interactions will become a dominant brand value. Health-focused brands, especially HCPs and insurers, will need to be able to detect the inflection points in the customer experience when a human interaction is advised or expected. Self-service enablement will become table stakes and the ability to seamlessly elevate the automated customer journey into a human connection will become the field on which health-focused brands will be expected to differentiate.
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