The foundational element of many of these strategies, from personalization to increased convenience or seamless journeys, is data. Without customer data, most of this isn’t possible at scale. Unfortunately, data is often a major challenge for healthcare providers.
Health data is often segregated among many sources: healthcare providers, insurance companies, pharmacies, communities, and physicians all hold a piece of the puzzle. In order to make the most of this data, healthcare organizations need to implement increased data sharing among other stakeholders to get a more holistic picture of customer preferences and needs.
The good news about customer health data is that customer trust in health organizations to protect their data is actually quite high compared to other industries, with 34% of consumers saying they trust doctor’s offices to protect their data. While healthcare organizations need to be mindful of protecting and maintaining that trust, they should also feel empowered to use that data to improve customer experiences.
Healthcare organizations can use existing data, as well as newly gathered data, to create actionable insights. After all, you can’t know what customers want unless you have data to understand your customer. This goes beyond basic health data as well—healthcare organizations should understand customer preferences, lifestyles, behavior, priorities, demographics, and other data.
Once this data is aggregated, you can use it to segment customers for personalization (i.e., cost-conscious consumers vs. convenience-focused members), improve experiences, cater to consumer preferences, and so on.