Healthcare Customer Experience (HCX) is a
discipline that will radically change health and
wellness marketing as we know it.
A model for the modern world.
The world is changing faster than ever. Rapid advances in web and mobile technology have set
new standards for access and personalization in customer experiences.
It used to be that catching a cab required heading out into the street and waving a hand
frantically until flagging someone down. Now, at the tap of a button on a smartphone, a black
car appears within minutes—on demand.
Ten years ago, on-demand rides were a luxury; now they’re the default. Technology—in
particular the smartphone and legions of apps—has created generations of consumers of all
ages who now expect services on demand, tailor-made for their needs, available 24/7/365.
When consumer expectations change, it creates enormous opportunities for those who adjust to
this change. Those who don’t are left behind. Remember when every neighborhood in America
had a video rental shop, a travel agency, and a photo printing store? Natural selection operates
with brutal efficiency.
Health and wellness marketing: slowly but surely evolving.
Healthcare marketing is not immune to the influence of these sweeping changes.
Of course, healthcare marketers face significant obstacles to personalization and other more
innovative communications tactics. Strict compliance rules and mandatory legal review are
realities—but not excuses. Just as quick-thinking product owners and marketers in other
regulated industries such as banking and insurance have been able to overcome compliance
challenges, we must as well.
HCX is the health and wellness industry’s answer to new consumer expectations.
Our prediction is this: the future of healthcare belongs to those who create HCX that aligns with
how customers demand to be treated—HCX that mirrors the access, personalization, and
interconnectedness of our technology-mediated world.
The marketers who can provide deeply resonant, individualized HCX—using all of the screens,
channels, and devices that modern audiences love—will win.
HCX is a reality today—and there’s more to come.
We’re already seeing progressively minded brands and marketers make bold forays into
marketing in an interconnected world with never-been-done-before HCX.
Multichannel social activations have gone from wary “test and learn” endeavors to full-fledged
investments. Earlier this year, the Keep It Pumping campaign, a global initiative to raise
awareness of heart failure, held the first-ever live social media panel Q&A in pharma. KOLs
answered patient and caregiver questions from around the world in real time. This is an
example of the kind of hyper-responsiveness that we need to see more of in HCX.
In the broader health and wellness space, a new generation of wearables and health-tracking
apps have enabled truly personalized wellness. For the first time ever, reliable, quantified data
on core health metrics are available to people for no more than the cost of a Fitbit. This level of
customization is setting a new customer expectation that we’d be wise to try to meet as we
envision and build novel HCX.
If healthcare itself is becoming exceptionally personalized, why not the messaging, tactics, and
HCX that educate and engage audiences?
The future is bright. Those who believe, as we do, in the awesome power of our interconnected
world, will understand that marketing success is far more than a matter of siloed tactics and
isolated KPIs. An interconnected world demands an interconnected HCX. This means deeply
personalized messaging for audiences on the channels where they live, backed up with
resonant, meaningful HCX.
If you would like to join us in embracing this discipline, please get in touch.
Want to learn more about how HCX looks on the tactical level?
Join us for our free webinar on October 27th at 2:30 PM ET: “MLR in 240 Seconds.” We’ll take
you through exactly how we held pharma’s first-ever live social media Q&A.