Mar 05, 2020 By Derek Carless

3 Ways Medical Device Companies Can Build Relationships With Consumers

in CEO, Healthcare & Life Sciences, Customer Experience, Medical Devices and Diagnostics

Digital technology has moved the goalposts for medical device companies. The industry is moving away from devices and toward people to deliver value-based care. Interestingly, it’s wearables and sensors powering this shift. Medical device companies are able to support the patient from monitoring through diagnostics and treatment to create a lifecycle relationship.

As payers and providers prioritize outcomes, medical device companies are building trust. To do this, they’re using data to provide personalized care and partner across clinical stakeholders. They’re engaging patients with contextual experiences. Whether it’s for receiving treatment for recovery or managing chronic disease, patients invite this level of access and support in exchange for the best possible outcomes.

In a survey of 6,000 healthcare consumers, patients revealed exactly what they want from medical device companies. They also noted areas for improvement. Let’s take a look at the top three findings.

1. Consumers want guidance straight from the source

Consumers may have implants such as pacemakers or devices that measure critical values. When there’s a question or something isn’t working properly, in some instances, it can be a matter of life or death. Seventy-six percent of consumers who have used a medical device in the last five years say that good customer support is very important.

graphic: what consumers want medical device companies to do

Another 9 in 10 consumers say it’s important that company representatives know the details of their record once they identify themselves. The same number would like to receive follow-ups on their progress and outcomes. To serve these consumers, medical device companies can leverage an engagement platform for a complete view of the patient. With a single place that collects and maintains patient information, companies can deliver more personalized interactions.

2. Relevant communications remain a challenge in a regulated industry

Healthcare consumers now want value-based care. This shift has forced medical device companies to think broadly about the types of value-added services they can provide. Examples include advocacy, awareness, and education to support recovery or managing chronic disease.

graphic: communications from the following feel relevant

Clear and comprehensible communications are key. Yet, only 7% of healthcare consumers strongly agree that current communications feel relevant to them. And only 16% say they understand those communications.

The challenge is creating relevant communication and contextualized engagements in a regulated industry. When consumers visit your site or use your app, this gives you insight into what they’re looking for. Collect as many data points about them as possible — with their consent — to understand who they are for a more personalized experience.

3. Consumer trust creates further opportunities for value

The majority of healthcare consumers (72%) trust medical device organizations. Medical device companies can continue to evolve and expedite engagement to deliver further value.

graphic: consumers who trust the following

When consumers know their information is used in a secure and transparent way:

54% would share information from a medical device so a provider can provide better care
50% would share feedback for medical device companies to develop or support new products
41% would share information from a wearable device so a provider can provide better care

Find out what else healthcare consumers say they want across healthcare and life sciences industries.