Wednesday, February 25, 2015

How Real Life Experience Can Enrich CX & Put Customers in Control of Their Health

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Thomas Goetz, co-founder, Chief Executive Officer of Iodine took the keynote stage this morning at ePharma Summit 2015 in New York City to discuss the importance of customer experience in healthcare and pharma.

Today, clinical measures of medication efficacy and side-effects are the gold standard for targeting therapeutic interventions. But, that approach omits a valuable complementary dataset: people’s real life experience. Founded by the former editor of Wired and a former Google computer scientist, Iodine has created a new way to gather, surface, and filter this real life experience, putting consumers in the driver’s seat to make smarter, more informed decisions.

Today, Goetz looked at the core principles that serve people’s every day health. The notion of being lost and being in the wilderness without a guide or a map is a metaphor for so many people in their health and medical paths.

“We are without a guidebook – the people outside of the industry who are trying to cope with their daily struggles. They are urgently in need of a guidebook telling them how to stay alive in healthcare,” he explained.

According to Goetz, the reason this guidebook doesn’t exist is because medicine is hard. It is this confluence of a highly complicated system that is really hard to orient yourself to. Everyday life is a messy process with mortgages, kids, television shows, health, etc. “That is the world in which medicine happens – the messy landscape of peoples’ lives.”

So, we are dealing with this through the externalization of healthcare and medicine through things like Wearable Technology and mHealth. Where people live their lives, they really need personal medicine - giving them the information they need when they need amid that messiness of real life.
Where is consumer experience happening? We are measuring consumer experience in every possible avenue except in healthcare and medicine. Goetz said, “We haven’t broken through this last frontier in healthcare. We are failing them to give them an experience they are getting in every other aspect of their lives.”

Tools like on, Yelp or Trip Advisor are tools that consumers need in healthcare. And, these are opportunities where his company Iodine can help people see the landscape. This is not a replacement for the traditional measurement of clinical validity or assessing what is the right medicine for the right patient. Instead, at Iodine, Goetz is creating a complimentary world for patients making assessments of medications.

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at Follow her at @AmandaCicc.

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