By Jo Ann Saitta, Chief Digital Officer, Real Chemistry
“If you want to bring a fundamental change in people’s belief and behavior…you need to create a community around them, where those new beliefs can be practiced and expressed and nurtured.”
― Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference
The healthcare industry is at a tipping point. Upended by a global pandemic, we have seen a rapid acceleration in digital health behaviors for doctors and patients. To propel the industry forward, we need to foster a digital-first mindset and build communities that nurture these new behaviors.
Trained by their experiences with beloved brands like Netflix, Amazon, Disney, and even Peloton, consumer expectations have fundamentally changed. At Real Chemistry, we believe there are some critical ways in which we need to change as well.
1. Become more customer-centric. From product development to manufacturing to marketing, we must keep the customer at the center of what we do. By understanding the customer’s needs, we can remove friction and create personalized experiences. Leveraging intuitive and self-directed communications will increase access to medical and treatment information for patients and doctors.
2. Deliver on hybrid communications. Telemedicine and other digital communication channels have been gaining in popularity for years. In a post-Covid-19 world, there is a greater understanding of the power of and need for these platforms. Hybrid communications strategies that are seamless should be at the center of how we plan for customer engagement. We now accept that some care will occur remotely or digitally while other interactions require personal visits to hospitals and doctor’s offices. For doctors, this also means information should be engaging both online and with a live medical science liaison or pharmaceutical sales representative. For example, doctors will need options that allow them to have deep in-person conversations about scientific and medical advances and leverage digital-only interactions with sales representatives due to time constraints.
3. Build communities. Whether you are building a community of patients or a community of physicians, begin with a digital-first mindset. Health technologies can make life easier for healthcare professionals and their patients by being predictive and anticipatory. Most importantly, an authentic meaning and purpose must shine through at the center of any community, regardless of the medium.
To learn more about how Real Chemistry can help you address modern healthcare challenges by putting people, data, and technology at the center, contact us at [email protected].
Real Chemistry is a global health innovation company with an alchemic mix of 1,600 people and hundreds of clients and partners working from bench to bedside, making the world a healthier place. Purpose-built by Jim Weiss to address modern healthcare challenges, Real Chemistry is the culmination of 20 years of intentional, fiercely independent, sustained growth. With offices across the United States and Europe, Real Chemistry believes that the way to real, transformative change is through the uncommon combination of talents, disciplines and technologies.