In the world of healthcare, personalisation allows organisations to meet individual patient and consumer needs. It can educate, empower, build trust, improve wellbeing and increase conversions.

It's a given that personalisation for any business is a must, including businesses in the healthcare sector. People are more willing to provide organisations with their data in return for a personalised experience. And depending on the type of healthcare related clients you serve, if you’re not personalising, the overall experience will be jarred.

Improving the Digital Experience for Healthcare Brands

Delivering timely dynamic content significantly boosts customer engagement and ultimately helps achieve your organisation’s digital goals.

When someone visits a healthcare provider’s website, whether as a patient or a consumer, it’s usually because that person has a medical need or query. Providing the right content in real-time not only helps people discover the thing they need quickly, but it can also create a trusted connection and promote loyalty.

Delivering personalised content at the right time, to the right person, on the right channel, can significantly boost customer engagement and ultimately help achieve your organisation’s digital goals.

To understand more why this approach is the way forward, we've put together 4 reasons why healthcare should use personalisation:

  1. Customer expectations
  2. Improve the digital experiences
  3. Beat your competitors
  4. Save cost. Increase revenue

1. Customer expectations

Changes in consumer demographics and healthcare needs over the past decade have driven a huge rise in new private sector entrants to the healthcare market, and with it, more competition. This has influenced consumers to become more 'digitally-savvy' and a lot more selective. They now demand results from their healthcare choices.

Patients today expect better outcomes and consistency. Healthcare providers need to catch up quickly because new entrants from other industries like banking, retail, and telecoms for instance, have been using personalisation for some time.

By using personalisation, your healthcare brand can deliver relevant information in real-time.

2. Improve the digital experiences

Healthcare consumers today expect the digital experience to be on par with the face-to-face experience. It’s usually the channel upon which people make the decision to use your services or buy your products (or not).

Each of your website visitors take different journeys to find out the information they need. It may be downloading a leaflet, securing an appointment, booking a session, or purchasing a product. If a visitor is on a website that tailors their journey and offers them relevant content, they're more likely to convert, and return in the future.

Digital transformation is critical for the long-term survival of healthcare providers, and digital experience is a key differentiator.

To meet and exceed customer needs and expectations a powerful Digital Experience Platform (DXP) like Sitecore should be seriously considered.

Amongst other powerful features, you can specify conditions on which content should be presented to visitors. This can be based on pages visited, triggered goals and campaigns and even visitor profiles/personas. You can even design customer journeys, assess where people are on that journey, and use triggers to move them through the journey based on where they are at any given moment.

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3. Beat your competitors

The urgency around improving the customer experience in healthcare has increased since the pandemic. However, in comparison to other industries there's some catching up to do.

This lack of uptake presents a huge opportunity for the healthcare organisation that wants to invest and make a start on delivering individual experiences to consumers that meets their needs.

Instead of running the risk of dissatisfied potential customers and patients deserting your website and heading over to a competitor’s, you should be investing in the right technology. You should be exploring ways to outperform your competition by tailoring the online experience.

If your healthcare organisation isn’t delivering meaningful experiences, you should act now or risk losing out to your competition.

4. Save cost. Increase revenue

Predictive analysis and personalisation are used across all industries. Healthcare is no exception. Some healthcare organisations are already using patient data predictive analytics to:

  • Detect early signs of patient status in the ICU and general wards
  • Identify at-risk patients in their homes to prevent hospital readmissions
  • Prevent avoidable downtime of medical equipment

Predictive analysis via big data is helping organisations to save costs and make long-term commercial investments on revenue and profitability. It also helps personalise healthcare for patients based on their medical background and current state of health. From recommendations on improving fitness through to lifestyle advice.

With more people focused on preventing medical problems for themselves, healthcare companies are manufacturing wearable technology devices that provide up-to-date monitoring and information.

From heart rate sensors to oximeters and exercise trackers, the wearable medical device market is expected to reach more than $27 million by 2023. And globally, around 1 in 5 internet users now own a smartwatch or smart wristband. That’s a 46% increase since 2014


Working with Codehouse

We’ve worked with companies across the healthcare industry – from med-tech to fitness. Our expertise has helped them deliver personalised experiences for their customers, leading to better customer retention, increased acquisition, and improved revenue.

If you’d like to know more about how we could help your organisation get started and beat the competition, get in touch.