In the current digital healthcare space, personalisation is no more a premium feature, it’s a must have expectation of the consumer. Mckinsey’s study shows that 71% of consumers expect companies to deliver personalised interactions. Strategies over time have changed from broad segmentation to individual personalisation.
The journey of personalisation can be understood in four phases, each one marking a quantum leap in how healthcare platforms resonate better with customers:
1.Phase 1 is broad business unit segmentations.
2.Phase 2 is omnichannel personalisation.
3.Phase 3 consists of micro-segmentation by condition or need.
4.Phase 4 has individualised personalisation driven by AI.
This new AI approach uses personal data to add real value to the customer journey. If companies do it the right way, the next era of health tech experiences will drive business growth but will also provide better healthcare to consumers. It will strengthen long-term trust, empower patients with timely interventions, and ensure that healthcare marketing becomes an enabler of wellness rather than just a promotional tool.
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