Data and an Omnichannel Customer Experience Breathe Life Into Healthcare Consumerism

An expectation for a consistently personalized experience in which a healthcare provider or insurer exhibits a personal understanding of a consumer is the core of the healthcare consumerism movement, which is a recognition and affirmation that the healthcare consumer controls an individual healthcare journey.

When the customer journey is disjointed, it becomes very difficult for any stakeholder in the consumer’s care to have a personal understanding beyond their area of interest. This, in turn, further erodes a seamless experience because the next steps are not optimized based on a unified, up-to-date view of the consumer. Social determinants of health, engagement preferences, behaviors, existing care gaps and other data points need to be presented to payers and providers in real time, at the point of interaction, to deliver the consistent, personalized experience consumers have come to expect.