There is a gap in expectation between how healthcare is delivered today and how patients think it should be.6 People want their needs met, but they also want control over their privacy preferences. And as healthcare organizations strive to meet these needs, they must understand that the line between “useful” and “creepy” will vary for each person.
Technology can allow healthcare enterprises to maintain ongoing, experience-driven relationships with individual consumers in ways that were impossible before. But the possibilities come with new ambiguity and complexity—tailoring offerings and experiences to the individual also means figuring out just how much tailoring to do in the first place.
Among them, healthcare organizations must recognize that there are times when consumers want more technology in their lives, but also times when they do not want it at all. Understanding this dynamic is critical to successfully creating ongoing, intensely individualized relationships with consumers.
Healthcare organizations across the ecosystem must proactively take steps to earn trust with consumers by being clear about their intentions related to data privacy, data stewardship and consent. These steps include making sure data is clean and its origin is known. Physical devices must have proper security embedded. Products and services must be designed with privacy in mind. When organizations make privacy a priority and communicate the actions taken, they will build trust and loyalty among increasingly discerning healthcare consumers.