Creating The Digital Experience Health Care Consumers Crave

Executive Dialogue

Marketing Moves Center Stage

With consumers demanding mobile experiences that simplify their health care journey, a unique opportunity exists for marketing professionals to take the lead in designing approaches that give health systems a competitive advantage. The pandemic put a spotlight on high-quality mobile digital experiences. Now health systems need to bring all the elements together to create frictionless, hassle-free consumer interactions, and that requires collaboration among multiple departments to identify elements and infrastructures that will appeal to a digital-savvy public for the long term. An optimal digital strategy is no longer a “nice to have” — it is central to future positioning, especially when 50% of consumers say that a bad digital experience can ruin the entire experience with a provider (Accenture 2020 Digital Health Consumer Survey).

In conjunction with the 2021 Society for Health Care Strategy & Market Development (SHSMD) Connections annual conference, marketing and strategy executives gathered in San Antonio this fall to discuss current challenges to designing mobile/digital strategies and to define future best practices. These hospital and health system leaders explored current challenges to designing and implementing digital strategies and defined best practices, revealing valuable insights for the future.