Experts predict the consumer, rather than the provider, will be at the center of the healthcare model no later than 2040. Advancing technologies will provide more personalized, specific, and portable health data to individual patients. As consumers become increasingly empowered to choose the providers and treatments that best meet their individual, holistic health needs and budget, they will expect health care to match the efficiency, personalization and value they've come to enjoy in other industries.
MINNEAPOLIS, March 22, 2023 /PRNewswire-PRWeb/ -- Data show convergence of healthcare consumerism and the retailing of healthcare trends
The Lacek Group, an Ogilvy Experience company and national leader in loyalty and customer engagement, announces it has published a new white paper, "Loyalty in Health Care: The Time Is Now." The paper shares new data demonstrating the dramatic changes in consumer expectations toward health care. It also discusses how to leverage loyalty strategies designed for providers, payers, pharmaceutical and med-tech companies to improve patient health and reward healthy behaviors while reducing costs and achieving better bottom lines.
Experts predict the consumer, rather than the provider, will be at the center of the healthcare model no later than 2040. Advancing technologies will provide more personalized, specific, and portable health data to individual patients. As consumers become increasingly empowered to choose the providers and treatments that best meet their individual, holistic health needs and budget, they will expect health care to match the efficiency, personalization and value they've come to enjoy in other industries.
"Health is personal; health care is not," says white paper author Tess MacGibbon, senior director of Thought Leadership and Health Care at The Lacek Group. "Healthcare providers and payers should be leveraging the convergence of healthcare consumerism and the retailing of healthcare trends to create patient loyalty strategies that build lifelong relationships."
The white paper demonstrates that people want more personalized and consumer-centric health care:
- Customer expectations are informed by experiences outside of health care.
- 75% of U.S. consumers wish their healthcare experiences were more personalized.
- More than one-third of healthcare consumers have no brand preference—and that's growing.
- More than 60% will switch providers for greater trust and respect.
In the hypercompetitive—and, today, extremely vulnerable—healthcare industry, driving loyalty via better care, affordability, personalization, and convenience offers patients exactly what they want. Moreover, retaining loyal patients boosts healthcare providers' and payers' business health and growth.
The white paper highlights key insights and takeaways, including:
- A new approach is needed, one that builds emotional loyalty and nurtures personal relationships. Eight in 10 consumers surveyed by The Lacek Group and Sitecore indicate that emotional benefits help maintain engagement.
- Research finds that 80% of emotionally engaged consumers will promote brands they are loyal to among their family and friends compared to 50% of the less engaged.
- Collecting data is imperative to loyalty in healthcare, and 60% of consumers say they're willing to share personal data—including health information—if it means a better user experience. That better experience might mean improved outcomes, end-to-end healthcare solutions, more consistent patient communications, integrative health care, and more.
- Sharing values with patients leads to loyalty. Consumers—especially millennials and Gen Zers—are more likely to engage with brands that contribute to the greater good and proudly demonstrate their support.
- Three steps to develop a healthcare loyalty strategy, including more than a dozen unique ideas for business-to-consumer organizations and separate ideas for business-to-business organizations.
- Opportunities and ideas for healthcare organizations to partner with other brands to build loyalty and business across sectors.
- Examples of healthcare organizations that are delivering loyalty strategies that are making a difference to their patients and their bottom lines.
For a copy of the white paper, visit: https://bit.ly/TLG_health
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About The Lacek Group
The Lacek Group is a pioneer in customer engagement and loyalty solutions at the intersection of brands, data insights, and creativity. For 30 years, The Lacek Group has built and optimized highly successful loyalty programs, customer-relationship management initiatives, and customer communications across all media for many of the world's most respected brands. The agency's clients include Marriott, Carnival Cruise Line, U.S. Bank, Enterprise Holdings (National Car Rental, Alamo Rent a Car, Enterprise Rent-A-Car), United Airlines, Ford Motor Company, The Home Depot, and Inspire Brands. The Lacek Group is an Ogilvy Experience company. Learn more at lacek.com.
Media Contact
Tess MacGibbon, The Lacek Group, 1 952.412.9336, [email protected]
SOURCE The Lacek Group
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