• Health Tech

Human Touch in the Age of Digital Healthcare

March 30, 2023

• Human touch is key: Kaiser Permanente’s CMO emphasizes the importance of emphasizing the human touch in healthcare marketing, highlighting the power of positive word-of-mouth from satisfied customers.
• Looking ahead: Despite technological disruption, Ms. LoRusso is interested in using advanced technologies like the metaverse to deliver care in innovative and cost-effective ways.
• Building a solid brand: Kaiser Permanente is focused on building a unified brand, emphasizing its unique value proposition and commitment to value-based care through storytelling and emotional connections with customers.

 

Kaiser Permanente’s National Chief Marketing Officer, Kristy LoRusso, emphasizes the human touch that her organization offers more than ever in light of the emergence of new digital rivals in the healthcare sector. According to LoRusso, who recently spoke with Becker’s, consumers increasingly turn to other consumers for information, making word of mouth a crucial component of establishing brand strength and equity.

LoRusso is a marketing expert with experience in digital, database, and direct-to-consumer marketing. She knows the value of providing a customized experience that stresses care quality. She points out that bringing to life Kaiser Permanente’s distinct approach to care through the narrative is essential for fostering brand loyalty.

LoRusso hopes to engage consumers digitally and show the value of its brand before they ever receive care with Kaiser Permanente’s recently updated “brand promise.” This strategy offers a genuine chance for healthcare providers to foster loyalty among potential clients and contend in a sector that is becoming more and more consumer-focused.

Looking to the future, LoRusso is curious about the possibilities for artificial intelligence, augmented reality, and virtual reality to unite people and provide care in cutting-edge and more affordable ways. “How can we use the metaverse and all the technology that’s available to us to bring people together, to build community, to deliver care in innovative and more cost-effective ways that reach more people than we can today, not only for Kaiser Permanente but more broadly speaking?”, said LoRusso.

She points out that the human touch will always be a crucial part of healthcare delivery, and Kaiser Permanente is still dedicated to offering individualized experiences that put care excellence first.

As healthcare organizations navigate a rapidly evolving landscape, it is clear that building and maintaining substantial brand equity will be essential for success. By prioritizing the human touch and leveraging digital tools to engage with potential patients, Kaiser Permanente is well-positioned to compete in this new era of healthcare delivery.