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Connected Health - Technology Shapes The Future of Healthcare

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What do Google Apple and Amazon have in common? They are all betting on the business of the connected health. This new model for healthcare has a tremendous promise and is attracting millions of dollars in investments all over the world.

There is an ambitious goal at stake: the ability to exploit the potential of technology to provide a better service, improve the experience of the patients, and reduce the costs of quality healthcare.

The idea of connecting the new technologies and devices into a unified health platform has its roots in the telemedicine. However, it has gained new momentum in the last few years, with the advancements in connectivity and the spread of mobile devices, lead by the smartphone.

Connected health is a sociotechnical model for healthcare management and delivery by using technology to provide health care services remotely (...) It uses technology - often leveraging readily available consumer technologies - to deliver patient care outside of the hospital or doctor's office.” (Wikipedia)

The new generations of smartphones, filled with sensors that can gather all sorts of data, have changed the personal behaviors of millions of people, fostering a new - more conscious - approach to health (i.e., the need to track all our daily activities and wear trackers).

From a business perspective, the increased mobile penetration has lowered the costs required to enter the market and has opened untapped opportunities for those willing to invest in the new frontier of healthcare. A few innovative startups paved the way, followed closely by the tech giants.

A huge push arrived in 2014 when Apple launched HealthKit, a dynamic platform designed to track and share with authorized stakeholders and apps a vast range of health and fitness data across multiple devices. A platform paired with the popular Health app included in the latest versions of iOS.

The most promising feature of HealthKit is the possibility to automate the recording of medical data from different sources and to interact with the electronic records systems of the hospitals or medical offices. In this way, the patient’s data would be always accurate and automatically included in personal reports.

In spite of all the startups already working on similar projects, Apple’s health platform has claimed most of the attention, and it is not the only one coming from top companies that have expanded their usual field of action.

Microsoft has created an enterprise Health Framework based on Azure; Google is making significant investments in health, wellness, and life sciences with Google Fit, G Suite for Healthcare, but also spin-offs like Calico and Verily.

Last but not least, Amazon is also looking to tap into this market, with a dedicated top secret lab dubbed 1492. The involvement of such names should not be surprising; we are talking about a market that is expected to reach a value of 50 billion dollars globally by 2020 (they will become 105.33 by 2022).

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What seemed a sci-fi dream only twenty years ago, today has become a desirable - and more than achievable - perspective. We are surrounded by technologies which have potential healthcare applications.

Some are still nascent (i.e., nanobots in our blood), but many others are already playing a critical role in our lives (i.e., wearables, home kits like Amazon Echo), or entering clinical settings faster than you might imagine (i.e., the Internet of Things and the virtual reality).

It is evident that the core of the connected health is made of technology, but we are not talking about just tools and devices here. This topic is relevant also from a philosophical, ethical and business point of view.

The new health paradigm implies (and requires) a structural evolution in the organization of public and private healthcare service providers, and will bring to the disruption of the medical experience (in terms of behaviors, relationships, and interactions).

All in all, we are facing yet another revolution of the medical customer experience. This model, in fact, is built around the person: a patient that is conscious, empowered, and more engaged than ever. Connectivity enables genuine patient focus in the most efficient way possible.

We have all become active health players instead of passive receivers of medical cares, the very same logic that inspired Pegaso Fit For Future, the European project aimed at promoting a sustainable change towards healthy lifestyles for teenagers, leveraging technology with a holistic and multidisciplinary approach.

This brand new health ecosystem consolidates information from many different spheres of a person’s existence to give a complete picture that includes genetic, medical, lifestyle, and even sentiment data (the Psychographics influence what we do and how we do it).

This holistic view puts the patient at the center of the healthcare system, disrupting:

  • How medical centers operate (Internet of Things, remote assistance and surgery).
  • How patients control their health (quantified self, home domotics, health apps).
  • How doctors and patients relate (Big and Small data, virtual reality, medical chatbots).

In the next years, and in times of cost cutting measures in the public sector, these trends will have an enormous impact on the quality and timeliness of the treatments.

Yes, there are still substantial obstacles to overcome - regulatory control, data privacy, ethical doubts, adoption practices - but if we win the skepticism and solve the challenges, the future of healthcare will be brighter, and our life longer and healthier.

Photos by Biel Morro and Christopher Campbell on Unsplash

Download The 7 Pillars Of The New Customer Loyalty to define the foundations on which to build your engagement and loyalty strategy, create innovative experiences and establish a lasting and valuable relationship with your customers.

The 7 Pillars Of The New Customer Loyalty

Topics: Health Internet of Things Digital Customer Experience

What Are The Top Priorities When You Invest In Experience Strategy?

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Customer experience is one of the most used keywords to define what is happening to business in recent years. Today, the DCX is clearly a priority, but you need to understand how to invest in it to prevent it has not a real impact on your strategy.

What are the top priorities when you start investing in the creation of the best possible experience? Tricky question, especially if your objective is to deliver relevant, personalized experiences. One hint? Start with improving the relationship.

Over the last two years, we have repeatedly referred to a series of statistics by Gartner, still valid today: 89 percent of companies expect to compete mostly on the basis of customer experience, that will eventually overtake price and product as the primary pillar of differentiation between Brands.

By 2018, more than 50 percent of organizations will redirect their investments to customer experience innovations. Where should you start? One thing is sure: doing things the way you have always done them or relying on old marketing practices will not solve a completely new set of problems.

From the very first day Internet entered our houses and smartphone took its place in our hands, the experience has become “the experiences”. Digital technologies multiply the points of contact between a brand and a customer and disrupt the concepts of space and time when it comes to the buying process.

The DCX is the result of all interactions a customer has with your organization and its products or services over a specific period of time. The entirety of these different experiences defines the overall relationship, in terms of intensity, relevance, and duration.

When it comes to planning new investments, the focus is usually on the inside: policies, restrictions, roles, and everything that could put the sticks between the wheels. This is important to highlight some key relationships (i.e. with investors, employees, partners).

We know, however, that - in order to be successful - a marketing strategy must start with the customers, their journeys, and touchpoints. The ability to step into your customer's shoes and adopt a holistic approach to the experience strategy is essential to overcome the limitations of siloed departments.

Yet despite all the customer-centric statements and the alleged obsession for customers, few companies actually have a long-term vision that aligns the planning and management of the experience with a business strategy that connects the various departments into a coherent unity.

In a recent report, Altimeter unveiled this discrepancy between what the Brands think they are doing and what is ultimately perceived by the customer:

Experience is thus not about unicorns, rainbows, or soft fuzzy ideas. Instead, it is about a shared value proposition with customers that aligns to your business. (..) Experience is the mechanism through which your business strategy and brand value proposition are activated with customers.

A successful and relevant experience can happen only “when customer experience strategy focuses on and is measured by the strength and nature of the customer relationship. (...) In the end, you can only satisfy people if you deliver what it is that they want, at the time they want it, understanding what is relevant to them at that particular time and place.

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In digital markets, the most precious resource is time. The smartphone enables new behaviors and unlocks access to a persistent source of information. “That little device is enabling new ways of doing and learning things. It is helping us discover new ideas and new businesses. It is helping us manage our to-dos, tackle our problems, and inspire our plans.” (Google)

Anything can happen anytime, anywhere, and the Micro Moments have become the new battleground. Be There - Be Useful - Be Quick: this is the karma for the new era of customer relationships. If you do not show up, you lose. If you do not deliver contents relevant to the context, you lose. If you are slow and reject the changes, you are wasting resources.

So, now that you are all set and ready to invest in the future of your business, what are the areas you should focus on? We see a few priorities that define the quality of your next generation experience strategy.

CONTEXTUALIZATION

Customer experience defines the success of your organization. To build relationships that are relevant and drive sales, you must understand customers and connect with them on a personal basis. Understanding is the first step of the new marketing funnel, the ground where you build engagement and ongoing customer loyalty.

Today, there is no content without context. And the context implies not only the location or the devices used but also - and especially - the behavioral and emotional peculiarities of each customer. The psychographic profile will tell you everything you need to know to tailor experiences to the emotional preferences of your customers.

PREDICTION

To develop a strategy you always start by understanding where you and your customers already are. Digital technologies generate an enormous amount of data that you can use to extract relevant insights about your Brand and how you preside the touch points of the customer journey.

The Big Data, however, can be overwhelming. They are often too abstract and unrelated to the context. The relations in data are more important than the data itself, so you should adopt a ‘Small Data’ approach and leverage on technologies (i.e. machine learning) to predict the evolution of markets and the results of your investments.

AUTOMATION

The demand for faster responses generates the need for automation. The spread of smart connected machines makes it possible to automate every aspect of your organization, from the internal and productive processes to the relationship with stakeholders, employees, and customers.

The Internet of Things, fueled by the advancements in the Artificial Intelligence, creates a network of smart objects that can communicate without the human intervention. The future of manufacturing (Industry 4.0) and retail lies in the automation, and so does customer support (just think about chatbots, conversational interfaces, and the New Voice of Customer).

Now it is your turn. What are your top priorities? What are the pillars of your customer experience strategy?

Photos byTodd Diemer and Denys Nevozhai on Unsplash

Download The 7 Pillars Of The New Customer Loyalty to define the foundations on which to build your engagement and loyalty strategy, create innovative experiences and establish a lasting and valuable relationship with your customers.

The 7 Pillars Of The New Customer Loyalty

 

Topics: Internet of Things Artificial Intelligence Machine Learning Digital Customer Experience

3 Areas You Should Invest In To Improve Mobile Experiences

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Today, we do not go online. We live online. Even when we do not use the smartphone, it lies there in our pocket, ready to get into action. This simple fact implies the radical change of our behaviors, as human beings and customers.

The customer experience is always also a mobile experience. One would be led to believe that such a revolution has influenced the way businesses operate, yet most of the times it is not so.

Many companies, in fact, still lack the vision needed to embark on the journey of the digital transformation properly. All too often mobile is seen as an afterthought rather than the cornerstone of the customer experience.

This approach is common to those organizations that are accustomed to conducting the “business as usual” and not for the future, to quote Brian Solis. They walk through the fog without landmarks on the horizon.

When you choose not to evolve, you think you can still market your products and Brand the way you used to. The truth is they cannot survive for long if they keep thinking and acting this way. Something disruptive happened along the way. The mobile disruption happened.

The traditional business patterns inevitably lead to a disconnected and inconsistent experience across the customer journey. You will end up showing different identities online and offline, making the relationship with your Brand a nightmare for customers.

What happens on your digital properties should have the same level of priority with respect to what happens elsewhere (namely, in your physical store). And yet, the mobile experience is still too overlooked.

In a recent data collection report published on Think With Google, a few stats brilliantly sum up this contradiction:

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A negative experience on mobile can alienate the customer preference. What does it mean for your business? First of all, that the entire process of customer experience management should have a common direction, whether it is digital, smartphone, point of sale, social media.

It is less important for a shopper to be present in-store than for the store to be present wherever and whenever a shopper needs them.” (Google)

Google is right at the center of this mobile revolution. Everything started with the definition of the Micro Moments, driven by a specific intent, that can shape the decisions and preferences of customers.

The evidence that the most relevant Micro Moments today happen on mobile devices has then brought Google to change its core business, the search engine, in three steps:

  • The mobile-friendly algorithm, that has caused panic and forced thousands of companies to run for cover and adapt their presence online in the name of a smooth mobile experience.
  • The AMPs (Accelerated Mobile Pages), that have started the process of separating the desktop and mobile experiences, inducing marketers to invest - time and money - in properly formatted mobile contents.
  • The mobile search index, the inevitable consequence of the new philosophy. The Internet is definitively divided into two separated experiences, with the mobile index destined to become the primary reference for Brands and customers.

Now you know that you have to embrace the winds of change, but where and how? According to Google, there are three areas you should invest in to improve mobile experiences.

HELP ME FASTER

Today, the scarcest resource is not money, it is time. The attention span of your customer is quite low, and your competitors are ready to fill any opportunity you leave unattended.

Thanks to the smartphone, we can take informed decisions faster than ever, and so customers shift their thinking from “Who does it best?” to “Who does it best, now?”.

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Your speed is essential at any stage of the customer journey.

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KNOW ME BETTER

You will never be able to engage customers and earn their trust and loyalty if you do not understand them in the first place. Knowledge is power, and you have all the data you need to accomplish this hard task.

Understanding your customers means not only mapping their journey and behaviors. It means also using the small data to define their peculiar emotional and psychological traits (Psychographics).

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WOW ME EVERYWHERE

Customers expect a consistent experience every time they interact with your Brand. Consistency is one of the key pillars of the customer engagement and becomes even more critical in times of mobile disruption.

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If you see the word ‘experience’ come out very often it is because the difference in the digital markets is not a matter of quality or price. You are no longer competing with other companies in your industry. You are competing with the best experiences your customer has ever had.

Photo by Adrian Sava on Unsplash

Download The 7 Pillars Of The New Customer Loyalty to define the foundations on which to build your engagement and loyalty strategy, create innovative experiences and establish a lasting and valuable relationship with your customers.

The 7 Pillars Of The New Customer Loyalty

Topics: Mobile Digital Customer Experience Customer Journey