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How Health Technology Companies Can Transform The Consumer Experience

Forbes Chicago Business Council
POST WRITTEN BY
Lee Shapiro

In my experience working with tech in the healthcare field, I've observed there is a common misconception: More devices and apps will result in better health. But from my perspective, these can create noise. And I believe this increased noise can make healthcare more confusing, complex and costly for the millions of people who live with chronic conditions.

In the past 10 years, I've seen an explosion of new wearables, apps, digital health devices and point solutions that are fueled by record-breaking investments and funding. Today, health technology is growing at an unprecedented rate, and many of us likely see it in our daily lives. Despite these advances, living with a chronic condition remains a struggle. Clearly, something doesn’t add up.

So why is it so hard — with all of these investments in health tech — to help people with chronic conditions get (and stay) healthy for as long as possible? I believe it's because the healthcare industry remains noisy and siloed. Unlike the consumer tech world, in which companies collect diverse consumer signals, process and use them to create a tailored experience, the healthcare system remains disjointed; point solutions and electronic health records often don’t talk to one another, and data from standalone apps and devices isn’t helpful if doctors and patients don’t know what to do with it.

Reframing The Problem

So how can we innovate to create a great experience for health consumers that allows them to be healthier?

In this digital age, I believe leaders should treat people not as patients, but as health consumers. To do this, consider using technology, data science and real-time personalization with simple techniques. Some companies, my own included, are striving to use this type of innovation to create a more tailored healthcare experience. This way, you can provide support and put your consumers back in charge of their health. From my perspective, the next wave of digital health solutions should create products health consumers enjoy using that make it easier for them to stay healthy.

Imagine a day when we can understand a person’s health signals so well that we can actually anticipate when they are about to experience a health complication. We could then immediately intervene by scheduling time with their physician, sending them the right medication and providing clinical advice automatically and in real time.

I do not believe one company can make this sort of immediate impact. To truly transform the healthcare experience, it's critical to break down the traditional silos and pull together collective technology, data and expertise to create an experience that health consumers love. Collaboration could bring about the next wave of innovation, and I believe the following three steps are critical to creating a tailored experience:

Start with the consumer in mind.

For digital health leaders, start with the consumer. If you truly understand the end user and their pain points, you can begin thinking of innovative ways to transform their healthcare experience. New features and products should be simple and beneficial, and they should fit seamlessly into the lives of health consumers. If your solution is so complex that people do not want to use it, you’ve missed the point entirely.

Make your data considerate.

Collaboration helps us access information that we couldn’t collect otherwise. It allows us to better understand the end user and offer them personalized and useful health insights. For example, it might not make sense for a healthcare company to collect weather data, but this information impacts how people live their lives and how they make key decisions, such as where and when to exercise.

When collecting data, there are two very important considerations to keep in mind: First, data in itself is not useful. To bring true value to health consumers, you must be able to interpret that data to offer people meaningful health tips and information. Second, when entering data partnerships, privacy and security are of the utmost importance. Health consumers should ultimately be in charge of their data and have the ability to share their health information with their friends, family or no one at all. As a digital health leader, building trust with your consumers should be your first priority.

Look for innovative implementations of your product.

Collaboration also allows us to implement innovative product integrations. Health consumers do not want to be overloaded with apps and devices, so if we can offer people useful health information on the devices they are using today, we can more effectively drive meaningful behavior change.

By offering health consumers different ways to interact with your program, I've found you are more likely to make an impact. It is important to keep in mind that some people prefer to use devices, while some like using apps, and others want to receive texts. By allowing users to choose how they interact with your program in a way that fits into their busy schedules, you can help drive meaningful behavior change.

There are a number of innovative ways to cater your services to your consumers. For example, look at blood glucose readings: My organization recently worked with Amazon to allow our members who are living with diabetes the ability to ask their Alexa devices to provide blood glucose readings and health tips. Another example of important technological innovation is the continuous glucose monitor, or CGM. A CGM allows a person to wear a sensor that monitors their blood glucose levels 24 hours a day and can help them better understand what impacts their blood glucose readings. Today, device manufacturers have made CGMs easier to use (by decreasing the size), and they are now more accessible than ever.

Innovation and partnerships like this can help our industry create consumer-friendly experiences that make healthcare easier for individuals. The end result is a future that silences noisy healthcare and empowers people with chronic conditions to live better and healthier lives.

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