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Why Personalization Matters in Health Services

Why Personalization Matters in Health Services

Apr 12, 2024

Susan Mees

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In the last 10+ years, we’ve seen an explosion of options when it comes to digital health services. The number of companies offering both preventative and responsive health services has exponentially increased, leaving the industry as a whole saturated with options. There’s increasing competition for digital health services themselves, which increases both opportunity and confusion for employers, health plans, and members. It’s no longer enough to offer a good service or product, you have to ensure that you’re offering value to your end users - and not overwhelming them with spam or irrelevant programs.  The missing link is great personalization.

The key? Personalization through data. 

Here at RadiantGraph, we’ve seen firsthand the impact that personalization can have on enrollment, engagement, and results - including a 1.4x baseline increase in engagement through Intelligent Personalization. We’ve seen personalization work for countless other industries (just think about your recommended options on Netflix) but healthcare lags behind. Sure, healthcare data is messier and has more regulations, but we also know that a more targeted approach will increase engagement and create better health outcomes, ultimately leading to increased revenue.

Getting noticed in a crowded industry

The health services space is getting more crowded every day - meaning that employers and consumers have more choices when it comes to preventative care, maintenance, etc. As a result, they’re also looking for more personalized experiences. In fact, a recent study from CVS Health found that 85% of consumers believe personalized care is important. In a space where the majority of users want personalization, you can’t afford to rely on standard practices. 

Employers are interested in lower claims cost, higher engagement rates, and better outcomes for their employees. Consumers are interested in products that address their needs. Generic will no longer cut it. Your offer needs to be clear and specific to each member, as does your messaging, to drive enrollment. 

Real Life Example:

You have a new benefit that was built to help people with diabetes manage their condition. To drive enrollment, you’re working with clients to share the program with their employees.

Not only does a personalized approach drive a higher enrollment rate, you’re also left with a much more satisfied customer in the employer, and a large number of untapped employees for future communications.

Driving engagement through targeted communications

Intelligent Personalization doesn’t stop at enrollment though. In our example above, you’ll have driven enrollment into the program but the same approach can be used to drive engagement once enrolled. Think again of your personalized recommendations on Netflix or Amazon. Personalized triggers, content, and communications can go a long way to increasing engagement - and outcomes - for members.

Real Life Example:

As you can see, personalization is a tool that can be used across the entire product experience - from enrollment to engagement to revenue. If more users enroll and use your product, the more your bottom line will grow. You’ll also see an increase in customer and user satisfaction, and likely increased adherence and outcomes. 

If you’ve already been considering personalization but aren’t sure how to get started, you’re not alone - and RadiantGraph can help. Our team comes with a deep background in healthcare and consumer personalization and has helped many organizations bridge the gap. Schedule time to chat to see how we can help you.