Why Hyper-Personalization is Essential for Specialty Healthcare Practices

Why Hyper-Personalization is Essential for Specialty Healthcare Practices

With the availability of data-driven analytics, it’s not surprising that many industries are increasingly offering personalized services instead of applying a “one-size-fits-all” approach to their customers. A common example of using personalization to target consumers is when a video streaming service uses first-party data like usage history to suggest personalized watch lists for their subscribers. For example, a viewer frequently watches crime dramas and has highly rated crime-related movies and TV series. Personalization is when the streamer’s algorithm suggests new crime dramas, based on the user’s historical preferences and viewing patterns. However, a new type of custom personalization has now emerged, known as hyper-personalization which uses data, analytics, artificial intelligence, and automation to craft more personalized and targeted experiences for customers

An example of how hyper-personalization works

In the online streaming industry, hyper-personalization occurs when data reports that a viewer watches crime dramas at night, but on weekends, they tend to prefer comedies. And on their social media channels, the viewer searches for cooking tips and food-related content. In making hyper-personalized viewing recommendations, the streamer considers not only the viewer’s historical preferences but also real-time data and contextual information. On a Saturday evening, the streamer suggests a lighthearted comedy movie, taking into account the viewer’s weekend viewing behavior. Additionally, because the streamer has data from the user’s social media activity, it also recommends cooking shows.

In this hyper-personalization example, the recommendations are not only based on the user’s genre preferences but also take into account the specific time, day, and the user’s external activities like their social media usage. All this data provides a more granular and individualized viewing experience that allows the streaming service to tailor its product to the viewer’s unique preferences.

What is hyper-personalization in healthcare?

The concept of “personalized healthcare” emerged in the early 2000s with the completion of the Human Genome Project (HGP) in 2003. HGP was an ambitious, thirteen-year international research effort to decipher DNA in order to develop new ways to treat, cure, or potentially prevent a myriad of diseases. HGP illustrated how technological progress can forecast responses to therapy, pinpoint health risks, and track the progression of diseases, laying the foundation for the transition to patient-centered personalized care. 

Personalized healthcare, also known as precision medicine, uses basic information and historical patient data to create tailored experiences for patients. Hyper-personalization healthcare uses data-driven insights from a patient’s genetic profile and tools such as wearable monitors to customize healthcare interventions, patient communications, and educational support for each patient’s unique preferences and needs.

Hyper-personalization is fast becoming a practice the healthcare industry needs to address, especially since the annual CVS Health Insights survey reported that 85% of people polled believe personalized care is important. The survey also found a significant number of patients face challenges in adhering to their care plans or taking prescribed medications. Improved patient communication was overwhelmingly identified as the potential solution to these issues as evidenced by the overwhelming response from healthcare providers. A staggering 94% said that text reminders or phone follow-ups play a vital role in helping patients follow their treatment plans. Similarly, 71% of consumers emphasized the importance of patient communications like personalized alerts along with appointment and check-up reminders to help them be proactive in improving their overall health.

Why hyper-personalized patient communication is essential  

Hyper-personalized patient communication leverages comprehensive information about the patient’s medical history, preferences, and lifestyle factors. This data is essential for creating a truly personalized healthcare plan that aligns with each individual patient’s unique needs and circumstances. With hyper-personalized patient communication practices can consistently deliver the right message at the right time leading to:

  1. Enhanced Patient Engagement: Hyper-personalization relies on actively engaging patients in their healthcare journey. Tailoring communication according to a patient’s preferences whether it be text, email or phone fosters patient engagement and encourages individuals to actively participate in managing their health.
  2. Informed Decision-Making: Transparent and personalized communication helps patients make informed decisions about their healthcare. This includes understanding treatment options, potential risks, and lifestyle modifications tailored to their specific circumstances.
  3. Building Trust: Trust is foundational in healthcare, and effective patient communication builds and strengthens the patient-provider relationship. When patients feel understood and involved in their care, trust is established, contributing to a positive and collaborative healthcare experience.
  4. Consistent Feedback: Regular communication allows healthcare providers to receive feedback from patients regarding the effectiveness of their treatments. This consistent feedback is essential for improving and refining hyper-personalized care plans over time.
  5. Adherence to Treatment Plans: Tailored communication can include reminders, alerts, and educational materials personalized to each patient’s preferences. This helps patients stick to their care plans which includes medication schedules and lifestyle modifications, ultimately leading to better health outcomes.
  6. Understanding Patient Preferences: Addressing patient preferences through communication enables healthcare providers to align recommendations with individual lifestyles, cultural considerations, and personal beliefs. This ensures that personalized interventions resonate positively with patients.
  7. Prevention and Early Intervention: Hyper-personalization often involves proactive measures and preventive strategies. Effective communication enables healthcare providers to educate patients about preventive measures, identify early signs of potential health issues, and intervene when necessary.
  8. Improved Patient Satisfaction: A personalized and communicative healthcare experience contributes to higher levels of patient satisfaction. Patients are more likely to feel valued and satisfied with their care when communication and treatment are tailored to their individual needs and preferences.

The time is now for hyper-personalization in healthcare  

It’s time for healthcare to deliver the same type of hyper-personalized experiences that consumers have come to expect in other industries. While issues like regulation and disparate data sources may seem challenging, there have been great technological advances in interoperability, machine learning, and big data analytics that make it now the time to invest in these changes. 

Most importantly, as patients are increasingly accustomed to personalized experiences in other areas of their lives such as retail, entertainment, and finance, they now expect the same level of personalization in their healthcare. Meeting these expectations will increase patient satisfaction and improve patient outcomes leading to healthier patients and healthier practices. 





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