Healthcare, pharmaceutical and insurance companies can solve the needs of consumers by drawing inspiration from some of the most innovative companies in the world, both in and out of the healthcare industry. In this series, we will look at brands that understand the deeper needs and pain points of their consumers—beyond the functional and physical—in order to shine a light on how healthcare companies can create compelling solutions and build powerfully human brands for the good of their patients.
Connecting with customers enables growth in any industry. But where many brands go wrong is in thinking that social media “likes” equal connection. It’s not about “likes” – it’s about understanding. Only through understanding can companies create meaningful connections with their customers, or in the healthcare industry, their patients. So what does that look like?
In a word: Empathy.
When Investment Rhymes with Canada
Canada has a proud history of achievement in the areas of science and technology, and the field of biomanufacturing and life sciences is no exception.
As author and researcher Brene Brown puts it, “Empathy is feeling with people.” The act of feeling with people couldn’t be more important than in healthcare. Because patients are not just number or collections of symptoms. Patients are people.
In a recent study conducted by Prophet, 41% of 1,000 U.S. citizens said they believed the healthcare system is more concerned about money than people’s well-being. Unfortunately, in an industry that focuses on care, patients feel abandoned. They believe no one is feeling with them. It is a worrisome reality that can lead to less trust in the system and create barriers to a healthier populous.
But some organizations are turning the tide when it comes to empathetic care. Both inside and outside the healthcare system, businesses are showing customers what it’s like when an organization feels with them. The results have growth written all over them.
Empathy in Action
CarMax takes empathy seriously by providing a simple, hassle-free car shopping experience. It provides a large selection of high-quality, previously-owned cars at low, fixed prices, and completely removes negotiation from the buying process. It’s approach makes the process of buying a used car less unpleasant and stressful by focusing on making customer satisfaction the goal of the transaction, not the salesperson and his pursuit for commission. Employees are trained to deliver high-touch service through an in-depth understanding of the customer and his or her specific auto needs and requests. CarMax even removes some of the anxiety associated with buying a car by offering the ability to return the car within five days of purchase, helping potential customers see the practicality in buying used cars. With less pressure to commit, customers can rest assured that they have the time and options to find something they like.
Through their customer centric, understanding approach the business has grown steadily over the years. In 2014 the brand saw 9.6% growth, increasing their revenue to $10.96 billion. Additionally, profit for the brand saw a jump of 5%.
CarMax inserted empathy into the car purchasing process, and inserting empathy into healthcare also starts with understanding the customer. GE Healthcare provides the perfect example of feeling with patients through their Adventure Series, a specially designed imaging system to be more inviting for pediatric patients. GE found that MRIs and other imaging services tend to be scary for children and difficult to sit through, often resulting in repeat visits. So they looked at the problem empathetically through the eyes of the children. Through themed imaging rooms, the Adventure Series leverages fun characters, lush visuals and hands-on activities to enhance the imaging experience for the children and their families. With the new imaging, children feel more comfortable participating in screenings that could potentially save their lives.
Employing the system enabled significant savings for healthcare providers. In fact, in the first two years of implementation the number of sedations for pediatric CT procedures fell by 99 percent—from 354 cases to just 4.
Why Empathy Matters
Empathy creates understanding
Fighting confusion and misinformation within healthcare can be difficult. Through empathy, both providers and patients can find understanding, allowing for more trust and clarity on both sides of the healthcare coin.
Empathy opens doors
Caring is a two-way street. When organizations make real connections with customers they are more willing to share information about themselves and their conditions. When patients feel safe, when they feel they are treated like people, they open doors to their lives, enabling providers to make more informed decisions about treatments and remedies.
Empathy builds relationships
Patients that feel connected to brands reciprocate that connection through their loyalty. Feeling understood drives a feeling of trust and comfort that few other things can. With that comfort, meaningful connections are established and long-term relationships flourish.
Creating a meaningful connection with patients takes time, energy and creativity. But, as an organization, showing that you can feel with people makes a dramatic difference. Whether through a focus on service or technology, putting the position of the patient first enables the truest path to growth.
Photo from Flickr user Len Matthews
