3 Ways Healthcare Can Create CX Consumers Expect

Marriott Hotels asks “Where can we take you?” VRBO prompts “Find your place”. Target tells its consumers to “Expect more.” 

For healthcare organizations to stay competitive and increase their market share, they must adapt to meet people where they are. And to do that, they must look for inspiration from outside their direct competitor landscape, including the hospitality industry, travel, and e-commerce. This is what shapes consumer expectations and how they will rate their experience as they walk through their digital front door. 

In healthcare, a human-centered, user-benefits-driven approach to content and digital strategy is just as important as in other consumer sectors. Or at least it should be. However, many healthcare organizations are still asking their consumers to wade through pages crowded with competing information which often reflects the priorities of internal stakeholders, rather than the needs of the patient.

Consider answering this one question: “How can we help you today?” Healthcare organizations need to show they understand what the consumer needs and get them where they need to go quickly and efficiently. Here are three opportunities to apply this approach to digital and content strategies: 

Make it about them

Developing personalized content that reflects consumers’ needs, rather than organizational charts creates a clear path forward. The north star should be the consumer, not stakeholders. Coming from a place of curiosity, creates opportunities to connect with your consumer, identify biases, and challenge the status quo.

Make it easy

Healthcare organizations can demonstrate empathy for patients and caregivers through simplified navigation, improved search, and clear and accessible content. They should aim for plain language, avoid acronyms and reduce overly complex or passive sentences. Just because the content is medically accurate does not mean it needs to read like a medical textbook. 

Make it authentic

Consistency builds trust. The way to get there is by consistently using an accurate and authentic brand voice. Brand trust is created through every interaction. A patient’s digital experience should accurately and authentically reflect their in-person experience, and it’s vital to a brand that it does. 

Consumers don’t have time to spend on things like inefficient search, circular user journeys, or dense blocks of content. They don’t want to navigate myriad divisions and departments. They don’t care about your complexity. They’re simply trying to understand the difference between an e-visit and telehealth.

A concerned loved one, a young patient, a new parent — their experience should feel effortless. They expect it. They deserve it.

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