The healthcare industry spent decades training people to call their doctor, wait three weeks, fill out paperwork on a clipboard from the Bush administration and maybe get seven minutes of eye contact. Meanwhile, consumer brands figured out that if you make something aesthetically pleasing, frictionless and vaguely optimized for gut health, consumers will happily subscribe to it for $89 a month.
Now the two worlds are colliding.
A new report from Ipsos argues that consumer brands are rapidly moving into healthcare territory while traditional healthcare players scramble to learn what words like “experience design” and “customer journey” actually mean.