In an ever-evolving healthcare landscape, the intersection of digital solutions and consumer engagement holds the key to transformative change. From addressing the unique needs of Gen Z to improving protocol adherence and innovating patient journeys within hospital networks, our exploration into consumer behavior principles has illuminated a path toward elevating healthcare experiences for all. 

As we navigate the complexities of modern healthcare, it's imperative to recognize the power of consumer-centric design and data-driven insights in driving meaningful engagement and fostering positive outcomes.

This article will delve into three pivotal areas of patient experience, starting with destigmatizing mental health conversations for the Gen Z population, before exploring how we can help patient adherence to drug protocol by using AI-based mobile apps and finally how marketing tech can help craft patient journeys for providers. 

• Healthcare for Gen Z: A dive into digital solutions and consumer engagement

As the healthcare landscape evolves, the importance of catering to the needs and preferences of different demographics becomes increasingly evident. Gen Z, comprising individuals born between 1997 and 2012, represents a significant segment with distinct expectations and behaviors. 

According to a recent report, approximately 55% of Gen Z’ers say they have a primary care physician (PCP), whereas 67% of millennials, 76% of Gen X’ers and 84% of baby boomers have a PCP.

While their healthcare spending currently accounts for a modest portion of the total, their influence is undeniable. According to a WEF report, Gen Z makes up about 20% of the US and 25% of the global population, but so far, they account for just 3.3% of total healthcare spending.

In our experience, while navigating the intersection of healthcare and digital technology, it's clear that adopting consumer behavior-based design approaches presents a compelling opportunity to captivate Gen Z patients and elevate their healthcare journey.

With a keen understanding of Gen Z's affinity for technology and the challenges they've faced, particularly amid the pandemic, the potential of leveraging gaming platforms like Minecraft presents an opportunity. 

Through meticulous design and collaboration with clinical psychologists and teenagers themselves, HCLTech has crafted immersive virtual worlds that not only entertain but also address crucial mental health topics. Our engagement during the workshops with various youth groups provided insights into Gen Z's mindset, shedding light on their reluctance to address mental health and the strategies needed to overcome such barriers.

Here are the top three areas of engagement with Gen Z audience:

1. Meet and reach out to them where they are spending the most time. For example, gaming environments and platforms like Twitch. During our workshops, we had an realization moment when we found that Gen Z youth prefer more authentic, genuine conversations with people they can relate to
2. Engage them in short bursts of information, like the reels and feeds they receive on social media platforms. This is the reason the Minecraft world we created has several real-life stories and experiences from people who have faced and overcome mental health challenges. These stories are played in the background during game play. 
3. Don’t try to ‘teach’ to them, rather treat them as mature individuals. More evidence on this is available here.

• Transforming hair loss management: A consumer-centric approach

In the realm of healthcare, addressing lifestyle issues among affluent consumers presents a unique set of challenges and opportunities. One such issue, hair loss, often intersects with societal expectations and personal image concerns, particularly among younger demographics. Imagine a scenario where a twenty-something individual grapples with hair loss and encounters treatment options aimed at restoring hair growth. However, the slow progress and lack of tangible results can lead to patient attrition, undermining the effectiveness of treatment regimens.

To mitigate this challenge, HCLTech harnessed the principles of consumer behavior to devise an exciting solution: an AI-based algorithm tailored to track hair growth progress with precision and convenience. The app, MyPropecia, is live in Korea and leverages the ubiquity of mobile phone cameras to enable patients to effortlessly capture scalp images for analysis. By partnering with Google and leveraging the Google Vision algorithm, the solution meticulously examines color density pixel by pixel, providing users with intuitive visualizations and progress graphs. This innovative approach not only enhances patient engagement but also addresses the psychological aspect of hair loss management, where visible progress serves as a potent motivator for continued adherence to treatment.

Offering a personalized and data-driven approach to hair loss management empowers individuals to take control of their appearance and well-being, fostering confidence and satisfaction in their healthcare journey.

As the technology evolves and the AI model learns more, this Google Vision algorithm can be extended to other use cases like fertility treatment tracking and even advanced health conditions like skin, lung and breast cancer detection and non-invasive eye-scanning to reveal underlying issues. 

The success of such applications depends on the user experience and the app’s ability to minimize friction and offer an intuitive design. Specifically, 74% of health app users stopped using an app within ten times of using it and 26% of health apps were used only once after being downloaded. 

• Elevating patient experiences: Innovating consumer journeys in hospital networks

In the landscape of healthcare providers, optimizing patient experiences is critical to fostering trust, engagement and satisfaction. Drawing inspiration from consumer behavior principles, HCLTech embarked on a journey to reimagine patient journeys through a consumer-centric lens. Delving into the intricacies of patient touchpoints and leveraging data-driven insights has uncovered invaluable opportunities for enhancement.

One notable endeavor involves the development of consumer-style journey maps that connect the user-scenario with the underlying technology and data, which are tailored to the unique needs and preferences of patients. Immersive design thinking workshops have unearthed actionable insights that pave the way for transformative solutions. One of the insights from the workshop was to figure out ways to simplify the daunting task of navigating vast online information repositories — an overwhelming and ‘information overload’ experience for many patients. Here’s a sample of the journey map created:

Furthermore, our exploration extends to other pivotal areas of patient engagement, including AI-driven search functionalities, remote check-in facilities to save time at hospitals, proximity sensing to show wait times to the patients, streamlined appointment scheduling and personalized data dissemination based on patient profiles gleaned from advanced analytics. By harnessing the power of technology and consumer-centric design, HCLTech is revolutionizing the hospital network experience, one patient journey at a time.

In collaboration with a healthcare provider, our team embarked on a transformative journey to enhance patient experiences through innovative digital solutions. Leveraging our expertise in consumer behavior and marketing, we conceptualized and implemented several initiatives tailored to meet the evolving needs of today's healthcare consumers, particularly those looking for meaningful engagement and value.

The healthcare industry has changed. Today, it’s important to meet patients where they are, embrace authenticity in communication and empower individuals to make informed decisions about their health. 

By leveraging innovative technologies and adopting a human-centric approach, we're not just shaping the future of healthcare — we're redefining it. Together, let's continue to push boundaries, challenge norms and revolutionize healthcare for generations to come.

For more information on HCLTech’s healthcare services, click here