The new HIPAA-compliant Alexa skills mean that the health sector must prioritize voice marketing

Last Thursday, Amazon announced the first round of applications HIPAA-compliant health vocal on its platform:

Express Scripts, a pharmacy services industry leader: Check Delivery Status of an Order and Shipping Notifications Configured .Cigna Health Today, a global health services company: Understand the benefits to members, manage your health improvement goals and receive personalized wellness incentives to reach your health goals. Enhanced After Children's Surgery, by Boston Children's Hospital, a leading children's hospital: provide feedback to health professionals and information on appointments Post-Operative.Swedish Health Connect, a health care system comprising 51 hospitals in seven states and 829 clinics: find an emergency care center nearby and plan a similar one. appointment of day. Atrium Health, a health system with more than 40 hospitals and 900 health centers: find an emergency health center nearby and make an appointment for the same day.Livongo, a consumer digital health company: discover the latest trends in reading and measuring blood glucose levels, and get personalized tips and healthy hints.

These voice applications are built with the Alexa Skills Kit, which now provides a HIPAA-eligible environment for selecting partners participating in an invitation-only program.

Amazon has finally given an official voice to the health industry, valued at $ 3 trillion. Until these new voice applications, the skills of more than 1,000 existing in the health and fitness category of Amazon consisted mainly of staying fit, eating healthy, breathing well and sleeping better. For the first time, Alexa can now send and receive protected personal health information.

The tech giants who envision health care are not new. The highly regulated health sector may be lagging behind in terms of customer experience innovation and digital transformation compared to other consumer sectors, but Big Four companies see this as a opportunity to invest, expand and diversify their sources of income.

Google structured its health game around data and AI; focusing on disease detection, data interoperability and health insurance. Apple focuses on patient-centric products, such as Apple Watch, which has proven useful in detecting abnormal heartbeats and monitoring patients with Parkinson's disease to adjust drug dosages. Microsoft is already well known in the healthcare industry as the leading provider of hospital operating systems and the current winner in medical cloud computing with the Azure HIPAA compliant cloud solution. Amazon is up there with its competitors. they have been distributing medical devices since 2014, investing in start-ups and acquiring disruptive devices such as Pill Pack, an online pharmacy business offering mail order licenses in 50 US states

Strategies for brands

There is no doubt that large technology companies are interested and investing in the health care sector. However, when it comes to voice space, this first set of HIPAA compliant voice applications is the first step in a long journey. The health sector, Amazon and its competitors still have a lot to do to offer patients advanced, accessible, classic and seamless experiences.

This may seem like a subject to reconsider for tomorrow, but the time is up to the marks. Establish and act on their vocal strategies was yesterday. So, if they have not already done so, brands must start developing their voice strategy today.

So where to start? Today's tech giants, including Amazon, bring a wealth of experience in solving customer problems and meeting the demands of today's consumers. Modern patients are no different from modern consumers; they want immediacy, personal attention, increased control of their health, advanced drug knowledge and treatment costs, as well as a convenient and personalized digital interaction with all players in the healthcare industry. the health.

Until recently, the health sector was short. to deliver that. Sales and marketing operations were previously based on strategies based on product-focused processing paths.

Today, the strategy must begin with the creation of patient-centered models that study the path of the patient's experience and the points of contact with the brand from the point of view of the patient. consumer. from view; examine their needs, emotions and behaviors, how they are exposed to the brand and interact with it.

Marketers must also research how the patient uses the drug, how it changes their lifestyle and what it means to them, both emotionally and concretely. Then, study the technological appetite of the brand's target audience, with a focus on digital maturity, acceptance, and use of smart speakers.

Once all this information is combined, you can support a strong affinity with the brand.

The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here.

About the Author

Jem is a multidisciplinary thinker with two decades of international experience in the field of valuation. leading brands in the development of emerging marketing and consumer technologies. Currently vice president of innovation engagements and partnerships at Reprise Digital, he is naturally curious and passionate about understanding human behavior, popular culture, context and how consumers interact with media and technology. He enjoys designing communication solutions that create meaningful relationships between brands and consumers, while making products and services a necessity in their daily lives.

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