by Adam Scott, President and Chief Executive Officer, ActiveHealth Management
The giants of technology and commerce are setting high bars for consumer experience. Companies like Amazon are rapidly advancing their understanding of consumer behaviors and continuously evolving to meet shifting demands.
Prime free 2-day shipping was great, but Amazon’s PrimeNow makes it possible to get the things we want in near real-time, wherever makes sense in the moment. It’s on-demand, done perfectly on-point – the literal manifestation of meeting people where they are.
The same concept should apply when it comes to health and well-being: know the customer inside and out, and give them exactly what they want, when they want it. But deciding to eat healthier for an entire week, or take those important moments to destress, is not the same kind of commitment as buying a new toaster. It’s a much more complicated and personal decision to commit to healthier habits.
The key to breaking through is how we use our knowledge of people’s health, behaviors and preferences to serve up just the right information at just the right time. Learning and adapting and continuously adjusting our approach to engage using real-time data and behavioral analysis.
We know what consumers want when it comes to a health care experience: simplicity, choice, and highly personalized services. We can design and structure services to meet and exceed those expectations, mining our data and understanding of the people we serve to underpin a responsive and flexible experience.
Then, when the opportunity to presents itself, engaging is the natural next step; something that comes into our life at just the right moment, as if we ordered it up ourselves. When we calibrate correctly across all of these critical points, the experience is akin to serving up an irresistible “buy” button for better health.
An experience that is defined by the individual’s life and needs is one that works. It allows us to surprise people in a good way, and set a higher standard for what is possible with the right support. The buy-in of committing to a healthier life is how we know it’s working, and how we will realize true impact in the form of healthier people.