Can we standardize and personalize healthcare at the same time? James Dias, CEO and Founder of Wellbe shares how we can do both to improve patient care.
Usually when personalization is mentioned in the world of healthcare thoughts jump to genetics and personalized medicine with custom cancer drugs and medical devices. However, there is another type of personalization that can be applied to healthcare, to make each patient feel like an individual, rather than just “one of the masses.”
The world of ecommerce discovered the value of personalized online experiences a decade ago and the additional revenue/branding/loyalty that can be generated from it. For example, the NikeiD website offers customers the ability to customize their own shoes. Who can forget the “Elf Yourself” campaign from Office Depot, where you could stick your friends’ and family’s faces on to happy dancing elves? With the new year upon us, fewer people are opting to buy regular old glossy calendars when a dozen photo sites will let you make a custom one from your personal photos.
Personalization is all around us, from the recommendation engines of Netflix and Amazon, to the custom radio stations you can create on Pandora. Smart programs have figured out what’s relevant to each of us and help filter the signal from the noise in today’s massive universe of information. As consumers, we engage and respond much more positively to these personalized experiences, which encourages loyalty and repeat business.
The psychology of personalization shows that engaging the customer in the process helps build a psychological and emotional attachment to their purchase. In addition, increasing customer participation boosts feelings of control and ensures satisfaction at the point of sale.
Similarly, by offering a personalized digital healthcare experience, we can increase patients’ ownership of their health and outcomes. Often it seems that patients feel they have no control over their outcomes, when actually the opposite is true. When they feel like active participants in their health journeys, it is more likely they will achieve the outcomes they desire, and they will feel like they got better value for their dollar.
more at http://hitconsultant.net/2015/01/19/standardization-vs-personalization-can-healthcare-do-both/