The health care sector is in a transition. Customer behavior and expectations are changing, and the needs of customers, the health user, are multi-faceted. Established companies need to understand these needs, they want to be successful in the market in the long term.
Health users also transfer their customer experiences, experiences and expectations from interactions and services in other industries to the healthcare system. If you have learned how easy it is to check in via Apple Watch in a hotel room without first visiting the reception, you are expected to attend the doctor's office. The principle of "liquid expectations", i.e. the transfer of expectations from one industry to another, does not stop at the health care system either. The fewest health users like to spend time in waiting rooms, entrance halls of hospitals or in waiting loops of health insurance call centres. You are accustomed to standing in middle-punk from other industries. So they also expect this in the health care sector.
This customer expectation is increasingly illustrated by the trend of networked digital health: health apps, wearables and innovative health services already enable the verification of vital functions, a tracking of health data or a Communication with doctors, pharmacists and carers from afar. Start-ups as well as non-industry providers such as Google, Apple or Migros also take up this demand and set new standards. Google is researching for example in the field of diabetes, Apple goes new ways in patient-centered research with its "health ResearchKit", various start-ups focus on chronic diseases, which are responsible for about 80% of the health costs in Switzerland. And Migros has long been involved in health issues such as fitness, nutrition, and medical care via its Medbase practices. Also, with Chatbots 24/7, health information relevant to health users can be made available, as cost-effective as never before.
The new competition understands above all to occupy customer interfaces and to give the health user more decision-making leeway. Established companies can tackle this challenge by driving forward innovative initiatives aimed at the customer, trying to satisfy the changing needs of customers ("invent"). On the other hand, they must radically simplify their existing business and trim digital "fit" so that they can withstand the intense future market competition ("reshape"). We can therefore look forward to how established companies will respond to these new market challenges.
SWICA offers now a digital symptom check called #BENECURA. This app was developed by doctors and is categorized as a #medical device. The data is encrypted on the user's mobile device. Each user decides on a case-by-case basis whether he wishes to grant access to his data to a medical specialist.
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