It is not surprising that most industries are transitioning from a “one-size-fits-all” approach towards a more personalized service for their customers. Often, we consider the possibilities of AI and customer-driven data in terms of hyper personalisation for marketing efforts, such as how to create more compelling content, or how to send more effective cold outreach emails.
However, it’s also important to recognise how hyper personalization can improve service-based industries, and develop stronger relationships and better outcomes for existing clients. In this article, we’re focusing on the benefits of doing just that in the realm of home healthcare, from helping patients feel more in control of their treatment, to enabling caregivers to provide better attention to detail in their work.
Read on to find out the significance of hyper personalisation for patients and staff in the home healthcare industry.
What is hyper personalization in healthcare?
Hyper personalization in healthcare is the art of increasing customer satisfaction by focusing on meeting the individual needs and preferences of patients. By creating a more tailored journey for patients through the use of AI and patient-generated data, the result is an enhanced experience, and therefore better health outcomes.
Most patients value strong interpersonal engagement as one of the biggest benefits when working with their primary healthcare provider. As such, this puts health institutions in a position to focus more on proactive and personalized home care services, leading to a rapid expansion and demand for this kind of caregiving.
Hyper personalization in home healthcare
Home healthcare is the branch of the caregiving industry in which professionals look after patients from the comfort of their own home. Perhaps helping older or disabled people live a more dignified life in a familiar environment, or offering caregiving duties to those recovering from an illness or injury, these experts provide invaluable services and are often responsible for multiple patients simultaneously.
How can hyper personalization help?
Caregiver burnout is an all-too-common phenomenon among healthcare professionals, due to the large emotional toll coupled with the physical job responsibilities in this line of work. But digital health communications can create a hyper-personalized experience for patients utilizing the latest technology advancements in AI and CRM, allowing providers to be more present with clients without adding to their workload.
Hyper-personalization in home healthcare means much more than engaging with a primary care physician; it helps all corners of the healthcare ecosystem. With access to comprehensive information about the medical background of the patient, their lifestyle and personal preferences, a more personalized health plan can be crafted. This is then delivered to the patient through hyper personalized content and so is easier to digest than traditional, jargon-heavy documents.
Understanding The Benefits & Uses Of Hyper Personalization In Home Healthcare
1. Increased patient engagement
Hyper-personalization is concerned with the active engagement of patients in their healthcare journey. Tailoring communication to a patient’s preference, be it through a text message, email, or telephone call, will increase patient engagement.
When working with a patient who understands what you’re doing and why as part of a broader treatment plan, they’re more likely to co-operate and feel in greater control of their healthcare.
2. Informed decision-making
Patients are able to make informed healthcare decisions when there is transparent, tailor-made communication available to them. A patient has a right to know about treatment options that exist, the risks, and the lifestyle changes relevant to their particular circumstances.
Setting up personalized experiences to make this information easier for the individual to understand, whether they prefer written bullet point lists or a lengthy, face-to-face conversation demonstrates a commitment to customer care and sees improved patient satisfaction as a result.
3. Trust and loyalty
Trust underpins healthcare, and is developed by clear, ongoing communication and a positive relationship between a patient and a healthcare provider. When patients feel engaged and heard regarding their care, this creates a shared, mutually constructive experience.
Incorporating hyper personalisation in home healthcare services means that even if a primary care provider moves on, the patient can still expect to receive the same level of diligent attention due to the internal data storage of their preferences, habits and medical history, stored within a healthcare agency with security and dignity.
4. Improved patient feedback
Regular contact with the patient will make it easier for them to give frequent feedback on their care. Such continuous feedback is desirable for fine adjustment in order to progress the patient’s recovery or well being further, and to refine the hyper-personalization treatment plan over time.
When it comes to improving your customer journey, sometimes the most useful insights will come from the patients themselves. Whether that’s the rollout of a medication tracker app, a communication platform between patients and caregivers, or newly adopted CRM strategies, this spotlight on increased connection will work to continuously improve patient satisfaction and the quality of care.
5. Conclusive treatment plans
The premise of hyper personalization in a sales and marketing setting is the adoption of a mindset that each consumer is an individual with highly differentiated needs, wants and interests. Taking this outlook into consideration when preparing treatment plans offers a similar way for patients to feel truly cared for.
A hyper personalized treatment plan would include reminders, alerts and instructional tips for adhering to treatment plans such as medication schedules, as well as lifestyle modifications that are targeted to the patient.
Transform patient experience with hyper-personalization in home healthcare
Home care providers must deliver the same type of hyper-personalized experience consumers are getting used to in other industries and across all kinds of marketing channels. Though challenges like ethical regulations and disparate sources of data can present themselves, technological advancements in interoperability and machine learning, paired with big data analytics, make now the right time to invest in this change.
As patients become more accustomed to tailored experiences in retail, entertainment, finance and other facets of their lives, they expect this level of personalization to follow into healthcare too. Don’t get left behind, and incorporate hyper personalization into your home healthcare services today.