Tailored for tomorrow

IN THE CURRENT digital healthcare space, personalisation is no more a premium feature, it's a must have expectation of the consumer. Mckinsey's study shows that 71% of consumers expect companies to deliver personalised interactions. Strategies over time have changed from broad segmentation to individual personalisation.

- HARNEET BHALLA

The journey of personalisation can be understood in four phases, each one marking a quantum leap in how healthcare platforms resonate better with customers.

Phase 1 is broad business unit segmentations. In the early phase, health-tech firms relied on broad segmentation aligned with major business lines. Marketing was tailored at the business unit level — for example, treating e-pharmacy and lab service users as separate segments.

This meant online pharmacy buyers received generic promotions, with mapping of journeys across onboarding, purchase, and reactivation.