Retailers have learned the art of customer loyalty. From the roots of transaction-based rewards programs to more holistic approaches, they know the importance of actively seeking to understand and deepen relationships with customers.
Healthcare should look to what retail has already accomplished, such as digital engagement, customer experience, and leveraging data to embrace loyalty in a meaningful way, especially now that COVID-19 has changed customer behavior forever.
Cobbling together different technologies worked in the short term to meet the surge in demand for low-touch and touchless care, but anxiety around physical interactions will continue to shape how patients approach healthcare, and piecemeal approaches will soon fall short.
Retaining the best customers in a disruptive environment requires a radical change to how healthcare thinks about loyalty. It needs to embed human loyalty as a business outcome and build the underlying propositions, business models, and capabilities to support it.
It is time to overhaul the purpose of loyalty in healthcare. Read What healthcare can learn from retail to find out how to nurture the relationship and create a more loyal patient.