Skip to main content

Alexa’s new HIPAA-compliant skills mean the healthcare industry must prioritize voice marketing

Last Thursday Amazon announced the first set of HIPAA compliant healthcare voice apps on its platform:

  • Express Scripts, a leading pharmacy services organization: Check delivery status of a prescription and set up shipment notifications.
  • Cigna Health Today, a global health service company: Understand the membership benefits, manage health improvement goals and receive personalized wellness incentives for meeting health goals.
  • My Children’s Enhanced Recovery after Surgery, by Boston Children’s Hospital, a leading children’s hospital: Provide feedback to the healthcare professionals and receive information about post-op appointments.
  • Swedish Health Connect, a healthcare system with 51 hospitals across seven states and 829 clinics: Find an urgent care center nearby and schedule a same-day appointment.
  • Atrium Health, a healthcare system with more than 40 hospitals and 900 care locations: Find a nearby urgent care location and schedule a same-day appointment.
  • Livongo, a leading consumer digital health company: Learn the last blood sugar reading and blood sugar measurement trends, and receive personalized insights and Health Nudges.

These voice apps are built with Alexa Skills Kit which now provides a HIPAA-eligible environment to select partners participating in an invite-only program.

This is big. Amazon has finally given an official voice to the $3 trillion health industry. Until these new voice apps, the existing 1,000-plus skills at Amazon’s health and fitness category were mostly about keeping fit, eating healthy, breathing wisely and sleeping better. For the first time, Alexa can now transmit and receive protected personal health information.

Tech giants eyeing healthcare is not new news. The highly regulated healthcare industry may be lagging in customer experience innovation and digital transformation compared to other consumer-facing sectors, but the Big Four tech companies see this as an opportunity to invest in, expand and diversify their revenue streams.

Google structured its healthcare play around data and AI; focusing on disease detection, data interoperability and health insurance. Apple’s focus is on patient-centric products like Apple Watch, which is proven to be useful at detecting abnormal heartbeats and keeping track of Parkinson’s disease patients for medication dosage adjustments. Microsoft is already a household name in healthcare as the leading provider of hospital operating systems, and the current winner in medical cloud computing with HIPAA compliant cloud solution Azure. Amazon is up there with its competitors; they have been distributing medical devices since 2014, investing in start-ups, and acquiring the disruptive ones like Pill Pack, an online pharmacy startup with mail-order licenses across 50 states in the U.S.

Strategies for brands

There are no doubts major tech businesses are interested and investing in the healthcare industry. However, when it comes to the voice space, these first set of HIPAA compliant voice apps are the first steps of a long journey. The healthcare industry, Amazon and its competitors still have a long way to go to deliver advanced, accessible, mainstream, flawless experiences to patients.

This may sound like a topic to revisit for tomorrow, but the time for brands to establish and act on their voice strategies was yesterday. So if they haven’t already, brands must start building their voice strategy today.

So, where to start? Today’s tech giants, notably Amazon, bring a vast wealth of experience on solving the customer pain-points and satisfy the demands of modern consumers. Modern patients are not different than modern consumers; they want immediacy, personal attention, more control over their health, advanced knowledge on drug facts and treatment costs, and convenient and personalized digital interactions with every player in the healthcare industry.

Until recently, the healthcare industry was short of delivering this. Business and marketing operations were previously based on strategies built on product-centric, treatment-journeys.

Today, the strategy must begin with building patient-centric models that study the patient experience journey and brand touchpoints from a consumer’s point of view; looking into their needs, emotions and behaviors, and how are they being exposed to, and interact with the brand.

Marketers must also research how the patient is using the medicine, how this treatment is changing their lifestyle, and what it means for them, both emotionally and practically. Then, study the technological appetite of the brand’s target audience, focusing on their digital maturity, acceptance and use of smart speakers.

Once you combine all these insights, you can that will support strong brand affinity along the way.

The post Alexa’s new HIPAA-compliant skills mean the healthcare industry must prioritize voice marketing appeared first on Marketing Land.

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…