July 14, 2018 In Artificial Intelligence, Healthcare, Human Engagement, Innovation, Patient Experience, Technology
In a World of A.I., Shouldn’t Healthcare Be Well…HUMAN?
There is something rather romantic about carnival string lights adorning the main street of an American city at sunset. But, as much as I love a good writing muse, what brought me to Denver last week had little to do with old-school Americana. It was about lowering barriers in healthcare and innovating toward better patient engagement.
On a last minute whim, I accepted an invitation to attend the Millennium Alliance: Digital Healthcare Transformation Assembly. This was a bit different than a typical physician conference. It was more of an intimate mindshare amongst some of the top U.S. CMOs (chief marketing officer) and thought leaders. They gathered around a table to talk pain points, share ideas, and ways to improve their efforts.
In healthcare marketing, we preach about the patient journey. We talk about ways and tactics to market to a potential patient during their search and surf life on the web. Rarely do we discuss what the patient journey looks like once they decide to book an appointment. Does the journey end there? Of course not!
As healthcare marketers and tech gurus, we love to get caught up in the latest buzzwords. Words like artificial intelligence (A.I.), centralized marketing, business intelligence, disruption, and attribution. But, what does it all mean in the bigger scheme of things?
I am a firm believer that health care begins and ends with human engagement. Of the over 25 CMOs present, there was one who met everyone who would have a hand or voice in her marketing campaigns.
From patient care to booking appointments, she learned their names and the results of her efforts? A 30 percent lift in new patient conversions and reputation sentiment. Why? She took the time to be well…, human. She took a step back from the data sets for a moment.
In his book, Non-Obvious New Trends 2018, Rohit Bhargava identified 15 trends for 2018. He identified Trend 13 as the Human Mode. It states, “As automation increases, people hungry for more personal and authentic experiences begin to put a premium on advice, services and, interaction involving actual humans.”
So here were some key takeaways from the day:
● Engagement with a healthcare brand is scary for most new patients. Anything done to make the process more seamless is a plus.
● The lines between healthcare marketing and patient care are blurring. Where there was once silos, now exists a bridge to a more holistic view of the entire ecosystem.
● Healthcare organizations seem to assume that a patient needs to come to them. But, there are plenty of innovations in an organizations’ platform to serve potential patients.
● Connecting with innovators outside of the healthcare sector could provide valuable insights and approaches for a more “human-centered” practice.
My favorite story came from Chris Waugh, VP of Innovation for Sutter Health. He said he was at a recent event with Amazon’s Jeff Bezos. According to Waugh, Bezos admitted, at times, he will side with anecdotal stories/evidence over hardcore datasets in decisions about new products and services.
This brings us to the next buzzword you will start to hear in the very near future. That buzzword is data pollution.
Until next time my marketing lovelies,