Lessons from Health Tech Brand Personalization: Insights Gleaned from Council Discussion
Andrea "AJ" Schultz, functioning as the Chief Product & Strategy Officer at PatientPoint.
Personalization is no longer merely a buzzword; it's now a consumer expectation and an essential necessity for companies.
McKinsey's research indicates that 71% of consumers expect brands to deliver personalized interactions, while 76% become frustrated when it doesn't occur. We frequently observe it in our daily lives from brands like Amazon, Spotify, and Netflix, which suggest content recommendations based on individual preferences, employing technology to create customized, personalized experiences that promote engagement and loyalty.
Regrettably, even though data and technology have been increasingly employed within the wellness and fitness industries by companies like MyFitnessPal, Peloton, and Strava, the healthcare sector has lagged behind in leveraging data to enhance the patient experience.
As data and technology progressively improve our abilities to create personalized experiences for consumers, healthcare providers would benefit from following the example of these companies to promote better patient outcomes.
The Rise of Brand Personalization
It's projected that by 2031, there will be a shortage of almost 10 million physicians, nurses, and midwives as our aging population places growing demands on an already stretched system. This presents an opportunity for non-personal interventions that could make a significant impact on healthcare delivery.
Engagement outside the physician experience will be crucial in promoting patient behavioral change and fostering healthier outcomes—personalization should be at the forefront of that dialogue. Let's look at fitness brands for guidance.
Peloton and Strava
As a loyal Peloton and Strava user, I can personally attest to the effectiveness of their personalization techniques in facilitating achievement of fitness objectives.
Peloton has become synonymous with fitness personalization. When I initially set up my Peloton equipment, I completed a test ride and FTP test to establish a baseline. Subsequently, that data was employed to set personalized objectives, calculate PowerZone metrics, and suggest specific classes.
Their user-friendly interface reflects my progress, displaying metrics such as my individual power zones during live or recorded classes, keeping me motivated and focused. As I engage with their workouts, Peloton continuously updates personalized recommendations and proposes new suggestions I might not otherwise discover—and as it monitors and visualizes my progress, it provides a sense of accomplishment.
Notably, Peloton's new "Personalized Plans" feature takes customization a step further by delivering weekly workout suggestions that align with my goals and past activities, making me feel that each workout is specifically tailored for me. Peloton is harnessing cutting-edge technology with personal training insights, making me feel that every workout has been crafted for me.
Another fitness brand that has impressed me is Strava, an app and social network for athletes. Recently, they launched a feature called "Athlete Intelligence," an AI-powered tool that provides users with personalized insights into their performance metrics.
This feature makes it simple for me to evaluate my performance, understand my trends, and receive personalized guidance from their experts based on my activity history. Strava not only boosts my engagement but also deepens my bond with the brand, as I benefit from valuable insights into my fitness journey.
Three Lessons in Personalization
What can the healthcare industry learn from brands like Peloton and Strava regarding the use of data, and how can personalization impact and improve the provider experience, benefit patients, and yield superior outcomes? I believe that the use of data in healthcare has the potential to:
- Create individualized engagement for patients, influencing the information and education provided by clinicians, as well as the potential actions and outcomes outside the doctor's office in their everyday lives.
- Track and visualize patient progress toward their goals, providing insights and fostering a sense of accomplishment among patients that can encourage persistence in achieving their objectives.
- Boost patient engagement, comprehension, and connection—whether that's with a clinical care team, educational information, or an online community—that leads to better outcomes.
The Opportunity for Healthcare
The Peloton and Strava personalization models illustrate the potential impact when data, technology, and consumer needs converge.
A recent whitepaper from my company, PatientPoint, suggests that many patients do not receive personalized education and information before, during, or after their visits, which can result in confusion and dissatisfaction. Patients are more anxious about visiting the doctor than ever before, and content customized to their health journeys could help alleviate their anxiety.
Healthcare providers can benefit from incorporating technology-driven solutions that surpass traditional electronic health records (EHRs). By leveraging data and tools that customize interactions based on each patient's condition and treatment plan, healthcare providers can deliver a more personalized experience, improve patient understanding and awareness, and prompt better health management—all of which lead to better patient outcomes.
By curating health information that's relevant and easily accessible before, during, and after their visit, providers can assist in reducing patient confusion and empower individuals to make informed decisions about their care.
The future of healthcare personalization promises great potential. As technology advances and the demand for personalized care increases, the industry has an opportunity to revolutionize patient engagement. By embracing personalization in a manner that enhances patient-provider interactions, healthcare can evolve to meet consumer needs, creating a system where every patient feels seen, understood, supported, and valued.
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Andrew Schultz, as the Chief Product & Strategy Officer at PatientPoint, could spearhead the integration of personalization techniques into the healthcare sector, following the success of brands like Peloton and Strava.
Moreover, Andrew Schultz's expertise in product strategy and technology could be instrumental in devising solutions that curate health information, improve patient understanding, and promote better health management, aligning with PatientPoint's vision for the future of healthcare personalization.
