Health care leaders want to meet consumers’ rising expectations for digital experiences—the types of experiences consumers are accustomed to in all other aspects of their lives, like banking, retail, and entertainment.. But even for motivated, progressive leaders, it can seem impossible for health care to meet the expectations that out-of-industry players have set.
Health care leaders often defend poor digital experiences, arguing that health care is too different from other industries. Here are the three common excuses we hear.
On top of that, there is no clear roadmap on where or how to invest in digital experiences which makes it difficult for health care leaders to:
The competitive landscape is everchanging, and health care leaders must meet demand for better experiences or risk falling even further behind in digital transformation.
The bottom line: leaders who procrastinate on investment in digital experience will not only be behind other industries but will also be behind their peers in health care.
Health care leaders don’t have to start from scratch when it comes to creating a good digital experience. Consumers have already learned to interact digitally in other aspects of their lives and can bring that skill and knowledge to their interactions with health care.
Leaders can look to other industries, not to mimic their experiences exactly, but to identify what works well and what could apply to health care. They can learn from the failures and successes of other industries as they continue to invest in digital experiences.
We’ve identified five components that out-of-industry players prioritize in digital experiences. They are ordered in terms of feasibility to implement and are meant to build off each other.
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