The Amazon Effect on Healthcare

March 14, 2018

Updated November 4, 2020


Yes, I'm an Amazon Prime shopper. I find myself stocking up on coffee and toilet paper virtually every week. My shopping habits, combined with my marketing background, have led me to think about how much the world's largest retailer has shaped the customer expectations and behaviors across every industry. 

Customers want (and expect) speed and personalization

Healthcare is no exception to 'The Amazon Effect.' Yet, the healthcare industry seems slow to fully understand and implement the omnichannel personalization patients and healthcare workers want (and demand). 

I bought my son a wagon with a little umbrella to protect him from getting sunburn. We opened the box and were super excited to take the buggy out for a test spin. My husband and I are assembling the wagon and are right at the finish line when we spot a manufacturer's error. One of the wheels has an attachment that's fused the wrong way. 

Little tears are forming in my son's eyes. We assure him everything will be okay and take him to the park without his three-wheeled wagon.

I sign into my Amazon Prime account and look at my orders. I quickly find the defective item, answer some questions, and completed a frustration-free process. I ordered a replacement wagon, which arrived the next day.

So far, it's been a year, and the wagon's been a great excuse to pile my son's dinosaur collection, chalk, and our dogs to the park. The wheels are still fully functional. 

Healthcare needs to level up patient experience

What does this story have to do with healthcare? It shows how simple and painless a customer experience can be. 

Healthcare must step up and develop ways to improve the experience for each patient. Providers must look at the patient journey in the light of digital connection methods and moments. They must be disciplined and determined to create "wow" moments for patients. 

Patients must be met and engaged in the manner they prefer. Providers need to quickly see the complete patient picture and engage with the patient through chat, text, email, or phone — with a single view — complete with history, medications, allergies, and chronic conditions being immediately recognizable. 

Here at Appirio, we use our Appirio Way framework to help healthcare companies, providers, payers, and medical device manufacturers understand the importance of an integrated worker and customer experience. This integrated framework identifies gaps and opportunities to develop engaged, productive, and agile workers and attract, nurture and inspire patients to share their experiences and recommend your products and services to others. Expectations are rising at dizzying speed. 

So, how are you keeping up? 

Do you understand the gaps and opportunities in your patient experience? How can you create frictionless interactions and wow patients?  We can help. Get in touch with an Appirio patient experience expert today


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