Personalization Can Help Drive Consumer Loyalty
Over the past few years, various industries have realized that personal data on consumers can be leveraged to create curated experiences. In addition, research shows that when executed well, personalization helps businesses differentiate themselves and drives up consumer loyalty.
Increasingly, consumers expect some level of personalization when interacting with companies. According to a recent survey of 1,000 U.S.-based healthcare consumers, that expectation now extends to healthcare providers.
“Personalization in healthcare is similar to personalization in other industries but for different types of outcomes. When we deploy personalization in healthcare, what we’re trying to do is connect with individuals — patients, caregivers — in a relevant, contextual way that delivers a better health outcome,” says Chris Evanguelidi, head of healthcare at Redpoint Global, a customer engagement software company.
“In retail, we would think about it as a way to get people to emotionally buy something, but in healthcare, the outcome is getting people better help.”
About 60 percent of survey respondents said they would choose a provider based on how well the provider understood them, beyond basic patient data. Additionally, 66 percent reported selecting a provider based on the provider’s ability to communicate quickly and consistently.
The survey, conducted by Redpoint Global and market research firm Dynata, found that healthcare organizations that don’t prioritize personalization risk losing their patients.
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