In other industries, it may be easy to forget that we’re working with actual live human beings. But not in healthcare. Healthcare is intrinsically about humans--supporting the mental, emotional, and physical well-being of human beings; improving the quality of life for each individual person.
This is the fundamental reason why human experience (HX) is so imperative for brands and marketers in the healthcare and pharma space. In our research with GlobalWebIndex, From CX to HX, we’ve uncovered three factors that have made it all the more crucial--advancements in tech, COVID-19’s impact on healthcare, and the physiological barriers of tech in healthcare.
Let’s dig into these three factors so that healthcare brands and marketers can better understand, and better connect with their patients:
The Changing Perceptions of Health Tech
AI-designed treatment plans. VR for soothing intense pain. Personal healthcare trackers. There’s no denying that technology is revolutionizing the healthcare industry. But are patients ready for it?
Our data reveals that they’re getting closer. Twenty-eight percent of global internet users reported that info and recommendations found online are very important when deciding which medicines to buy, up from 21% in 2017.
Source: From CX to HX, Worldwide Partners & GlobalWebIndex report, 2020
However, internet recommendations remain the lowest factor of all. Doctor recommendations reign supreme, 2.4 times as important as internet recommendations. Even brand recognition is higher than internet recommendations, 1.75 times as important.
As we found in the travel industry and CPG industry, there is quite a big difference between higher and lower income audiences in healthcare. Higher income audiences are 20% more likely to say they will use technology more to manage their health and wellbeing.
Source: From CX to HX, Worldwide Partners & GlobalWebIndex report, 2020
How the Pandemic Accelerated Digital Health
Patients have been cautiously warming to the idea of health tech in recent years. The coronavirus pandemic forced them to get hot quick. And this fire will be long-lasting and revolutionary for the healthcare industry.
Telehealth has been one of the most transformative areas during the crisis. Before the crisis, just 16% of US and UK internet users said they had used telehealth. By peak lockdown, that number jumped to 45%. Telehealth played a crucial role in mitigating the crisis, and is becoming standard for providing routine care that respects social distancing.
Source: From CX to HX, Worldwide Partners & GlobalWebIndex report, 2020
Nothing Will Replace the Doctor-Patient Relationship
Technology can stand in for numerous processes in the healthcare space, but it can never fully replace the relationship between medical professionals and their patients.
Already the biggest complaints patients had was that appointments felt rushed and they didn't get the full attention of their doctor. The reality is, the vast majority of patients (67%) prefer to communicate in-person.
The idea of incorporating AI into healthcare seems to intensify these feelings. One of the key concerns is that AI will isolate patients and chip away at their face-to-face interactions with doctors.
Source: From CX to HX, Worldwide Partners & GlobalWebIndex report, 2020
As telehealth becomes more institutionalized and reliance on health tech grows, it’s essential that healthcare professionals preserve the element of human relationship to provide the attentive care and emotional support that patients need.
For details on how healthcare can leverage this data and a worldwide view on embracing HX in the healthcare industry, download our free report.