Consumer Engagement in Healthcare: Purchase Journey

Allen Strong is a 35-year-old real estate agent based in the big apple. He is very passionate about what he does but always makes enough time to hit the gym 4 times a week, owns the latest apple watch to track his daily activity, and meditates every morning to kickstart his day. Allen is also a very conscious eater-he never forgets to take his daily vitamins and micronutrients to supplement his diet. He has a very extensive skin routine, and his favorite pastime activity on the metro is to research the new trends in skincare and explore new products by his favorite brands. Does Allen sound like someone you know?

The consumer health and wellness have become a primary focus for people worldwide. In a recent survey by McKinsey, 79% of respondents said they believed that wellness was important, and 42% considered it their top priority. With the growth in the number of health-focused digital platforms and websites, consumers are now well-aware of their options and no longer rely solely on their physician’s advice for taking care of their health. It is, therefore, fair to say that the modern-day consumer is well-informed, digitally savvy, and in control of their health-related decisions.

The rise in Rx-to-OTC switches, private retail brands, and e-tailing by new direct-to-consumer (DTC) brands have created a cluttered and chaotic consumer health marketplace. Consumers are, therefore, swamped with multiple choices that have left them more confused than confident. This shift has severely impacted consumer health marketers who face the daunting task of discovering new and effective ways of reaching and influencing a discerning consumer audience. And they are struggling to deal with this change. Here’s why.

In this article, we explore the evolution of the consumer journey and its impact on engagement models. We also provide innovative strategies that can help consumer health marketers elevate their interactions with consumers and turn them into loyal brand advocates.

In today's digital era, customer engagement has become a linchpin for the healthcare industry's success. The shift towards a more connected and informed patient population demands healthcare providers and companies to rethink their engagement strategies. The digitization of healthcare has opened new avenues for communication, enabling a more personalized, immediate, and interactive relationship between healthcare providers and their clients.

Investing in customer engagement brings multifaceted benefits to healthcare brands, paramount among these being Enhanced Customer Satisfaction and Increased Customer Lifetime Value. Through personalized and responsive interactions, healthcare providers can significantly boost patient satisfaction, laying the foundation for trust and loyalty in the sensitive realm of healthcare services. This deepened patient-provider relationship encourages ongoing engagement with the brand's offerings, from routine check-ups to comprehensive wellness programs, thereby enhancing the customer's lifetime value to the brand. Satisfied patients are more likely to adhere to prescribed treatments and engage in preventive healthcare measures, leading to better health outcomes and reduced long-term costs for both patients and providers. Moreover, patients who have positive experiences are often transformed into brand ambassadors, organically expanding the healthcare brand’s reach through word-of-mouth and online testimonials. Consequently, a strategic focus on customer engagement not only elevates patient satisfaction and loyalty but also propels business growth and operational efficiency in the healthcare sector.

A few decades ago, the consumer journey entailed coming across a product or service on a billboard, newspaper, radio, or television. If they liked what they saw or heard, they went to the store to purchase the item. The consumer purchase journey was simple and linear. Brands had it easy – their one-size-fits-all approach worked.

Despite the clear advantages of robust customer engagement strategies in healthcare, several challenges and roadblocks can hinder effective implementation. From the healthcare provider's perspective, constraints such as technological limitations, regulatory compliance issues, and the need for significant investment in digital infrastructure can dampen efforts to enhance engagement. Additionally, healthcare professionals often grapple with balancing the high demands of clinical care with the need to maintain personalized patient communication. On the patient side, factors like digital literacy, privacy concerns, and varying levels of access to technology can significantly impact engagement levels. Patients may also feel overwhelmed by the sheer volume of information available, making it difficult to discern reliable healthcare guidance. These barriers underscore the complexity of achieving effective customer engagement in healthcare, requiring tailored strategies that address both provider capabilities and patient needs.

Figure 3: The various segments in the consumer health market

The consumer health space is extremely competitive, and there is no magic pill that can help consumer brands gain mind share among consumers. By adopting some of the strategies covered in this blog, consumer health companies can deliver a differentiated experience to consumers and achieve better returns from their marketing initiatives.