How Healthcare Practices Are Evolving For Always-On Care
Health and fitness-focused companies are making care an ongoing process, rather than an annual checkup, and putting more power in the user's hands
Today’s patients are demanding health-related services that are interactive, informational and always-accessible, which is why health and wellness brands are creating better experiences with a focus on offline, in-store and affiliate digital services to cater to clients’ needs and ultimately empower them. Here’s how three healthcare activations are integrating the healthcare experience into everyday life, making engagements with physicians and health professionals more frequent and ongoing.
Parsley Health is a boutique medical practice run by Dr. Robin Berzin out of a WeWork coworking space in New York City. The practice believes that medicine should put nutrition, wellness and prevention on the frontier of healthcare, while simultaneously making services smart and data-driven to meet the patient’s needs. Parsley Health wants to make functional medicine—an evidence-based, high-tech, science-driven approach to holistic medicine—available to everyone without insurance. Parsley Health takes a proactive stance by meeting with patients often. Members visit with their physician and a designated “health coach” (virtually or in-person) about 30 times a year. The startup charges a monthly membership fee of $150.
San Francisco-based preventative healthcare startup Forward is incorporating design into the doctor’s-office experience with a multi-sensory approach and by bringing in a team of architects, designers and doctors to seamlessly integrate technology and functionality. Forward’s first outpost houses six exam rooms that are each equipped with interactive and personalized displays, body scanners and so much more. When members arrive to the bright space full of wood and natural lighting, they can sign in at an iPad on the reception desk. Patients can view their own body scan results from an app on their phone while the doctors access the information inside the exam room.
Nike unveiled NikePlus Unlocks, a new membership program that upgrades a user’s experience on the platform. The feature quickly understands what a user’s preferences are and can tailor the whole experience. The app is able to collect information based on the user’s purchase history, activities and feedback. NikePlus app users can be connected to an expert before purchasing an item to help them find something specific or figure out which shoes are best for an activity or budget. It also allows users to make an appointment with an expert in-person to offer guidance on their decisions. NikePlus Unlocks also allows premium members to purchase specific products that are not available to everyone.
Providing optimally accessible care and information at consumers’ fingertips is just one way that healthcare providers and wellness-focused brands are upgrading their services. For more details on how the health industry is innovating the way people receive treatment, see PSFK’s report Redesigning The Healthcare Service Experience.