Consumer Strategy

April 19, 2024

Transforming Health Care Through Consumer Centricity

In today’s fiercely competitive health care landscape, where patient expectations are soaring and access to care remains to be a challenge, your organization can evolve and thrive with a strong focus on consumer centricity. What is consumer centricity? It’s all about putting the needs of health care consumers first. The goal is for health care providers to create much more value for the patients by shifting from transactional interactions to cultivating deep, loyal connections with patients. It involves truly understanding what they want and using that knowledge to create superior experience, increase engagement, elevate outcomes, and lower costs. Here are seven reasons why embracing consumer centricity is vital to your organization’s success:

  1. Creating superior value: It’s widely recognized that the costs of care delivery are unsustainable and achieving better outcomes while lowering costs is crucial. By embracing consumer centricity, health systems unlock the potential to generate unparalleled value. While traditionally overlooked, the strategy is remarkably straightforward—listen directly to consumers, understand their needs and wants deeply, and design care delivery accordingly. The industry will not be able to remain sustainable until this becomes key to all value pursuits.
  2. Staying competitive: The world has changed, and the old ways of doing things no longer work. The health care marketplace is highly dynamic, complex and fiercely competitive. It's time to accept this reality and recognize that competing on clinical reputation only is no longer enough. Embracing consumer centricity is your key to market relevance in this new world order.
  3. Attracting talent: Much of the provider and staff burnout stems from the frustration of not being able to provide the type of care to patients that they want to provide. In a consumer-centric organization, health care professionals feel supported, valued, and empowered to deliver high-quality, patient-centered care in turn driving their job satisfaction.
  4. Thriving in the unexpected: The traditional approach of analyzing market trends to make long-term plans won't cut it anymore. You need to be prepared to make ongoing decisions quickly and effectively. Agility, flexibility and resilience are crucial qualities that'll set you apart from your competitors.
  5. Influencing consumer behavior: Patients play a crucial role in determining the success of your health care system. Their actions directly influence your ability to provide services and meet their needs. Investing into deep consumer insight to strategically influence their behavior is crucial to attracting and retaining high-value patients, generating engagement, and promoting healthy behaviors.
  6. Leveraging the power of data: Consumer centricity is a precise, informed and data-driven approach. It brings novel analytics focused on measuring customer value, consumer behaviors, journeys and needs. These analytics are key to helping you make informed decisions, drive revenue growth and remain profitable.
  7. Start small, gain big: Transforming toward consumer centricity may feel overwhelming, but it doesn't have to be done all at once. Start small, gain early wins and demonstrate success. Remember, consumer centricity should guide every decision you make, from entering new markets to engaging with digital consumers.
  8. Embarking on the path toward consumer centricity is an exciting journey. By embracing this approach, you can create a health care experience that truly meets the needs of your patients. Put them at the center of everything you do and build a strong customer base of loyal, high-lifetime-value patients.

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Yelena is a seasoned thought leader, innovator and trusted advisor to health system leaders across the country in transforming health care delivery into a deeply consumer-centric and value-driven system of health and well-being. As a leader in Sg2’s Consumer Innovation business unit, Yelena combines the most modern consumer practices from the retail sector with her deep knowledge of the health care industry and data analytics.