Brands and agencies are finding creative ways to explore the patient experience by placing viewers inside a hypothetical patient’s personal space.

Point of Care (POC) technology platforms present a number of opportunities to engage with patients, and those opportunities must be tailored to the audience to provide value.

The importance of patient satisfaction is no more important today than it was yesterday. The difference is we now have the technology and tools available to bring it to life. We are continually learning about the needs of healthcare providers and patients, and will not stop seeking new and innovative way to share those insights in order to improve patient care.

In healthcare, we are fortunate to have access to code that analyzes data and provides us with customer insights. As marketers, we can now understand these individual customers better than ever before. We know what we need and want to do when it comes to reaching them. But what does all that power and possibility do for them?

The healthcare industry is ever evolving and today’s patients are far more engaged than the previous era of “doctor knows best.” Increasingly, not only are patients involved in managing their day-to-day health, they and their fellow patients, caregivers, and advocates are driving the progress of drug treatments from discovery to delivery as well.

Consolidation has dominated healthcare news over the past few years. Mergers between hospitals, payers, clinics, and other healthcare organizations are turning an ecosystem of individual stakeholders into one dominated by a few giants.

Pharma marketers must listen to their customers and find ways to smooth the patient journey if they are to create effective customer experiences and create loyalty beyond the first prescription.

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It’s no surprise that the patient experience with the healthcare system often leads to frustration and despair. With chronic disease affecting around 50 percent of the U.S. population, it puts into perspective the sheer volume of patient experiences that are being generated each day and the magnitude of the problems that need solving. The high cost of therapies, the long wait to see a physician, the administrative burden of getting a prior authorization…the list goes on. But the day is coming, and in some cases it’s already here, where a patient could have a robust health system right in their pocket.

Nearly two-thirds of U.S. senior business decision-makers rank big data/analytics first among the technologies necessary for enhancing the customer experience. A similar number put “improving data analysis capabilities” at the top of their priorities.