OLD: How Healthcare Can Learn from Other Industries to Provide a Great Customer Experience

People no longer judge brands by products alone—they expect experiences that work without friction: intuitive, connected, and personalized from start to finish.

Across industries, digital tools have redefined what “good” looks like. They help brands anticipate needs, remove complexity, and create effortless journeys. And when it all clicks, the customer experience does more than delight—it drives outcomes, builds trust, and earns loyalty.

Healthcare, however, is still catching up. Despite rising expectations, it has one of the lowest digital adoption rates of any consumer-facing industry.¹ For many people, accessing care can be fragmented, reactive, and confusing.

This leaves an obvious question: If my bank or airline can know me, guide me, and support me with ease—why can’t my healthcare system?

What Other Industries Can Teach Healthcare About Customer Experience

1. Digital media and entertainment have set customer expectations for seamless, personalized curation.

Digital media and entertainment companies have defined what a great experience looks like in the digital age. From personalized playlists to dynamically curated content, these platforms use predictive algorithms and behavioral data to anticipate what users want—before they even search.

Spotify exemplifies this evolution² The platform is known for its hyper-personalized listening experience, using AI and behavioral data to curate playlists like Discover Weekly or Daily Mix. Every interaction, from skips to likes to listening time, helps Spotify deliver music recommendations that evolve with the listener.

The takeaway for healthcare: When health data is used well, the journey feels tailored to the individual and their care journey—not the health system. 

2. Fintech is highly regulated, yet has successfully pushed for digital transformation.

Banking, like healthcare, is complex and compliance-heavy. Yet fintechs have transformed the experience, making banking much more transparent and intuitive, built to improve access and deliver answers when needed. 

Capital One shows how tech can amplify—not replace—the human connection.³ The company built a generative AI tool that helps service agents instantly surface accurate answers by synthesizing insights across knowledge bases. The result: a support system that leverages the best of both human and digital capabilities. 

The takeaway for healthcare: Even in regulated spaces like healthcare, it’s possible to design digital systems that give people quick, intuitive access to the health guidance they need—without losing the human touch.

3. Travel can be complex, yet the experience feels simpler than ever. 

From booking flights to managing delays, the travel industry has embraced digital transformation to remove friction and build trust. Real-time updates, centralized itineraries, and personalized alerts have become the norm—not the exception.

Delta has reimagined end-to-end travel support.⁴ Delta customers get real-time updates, seamless digital tools, and always-on connectivity. The Fly Delta app offers proactive rebooking, personalized notifications, and digital documentation—all designed to reduce stress and put control in the traveler’s hands. 

The takeaway for healthcare: People don’t just need care—they need coordination. Especially in complex, high-stakes journeys like healthcare, real-time communication and personalized digital tools can simplify the health journey and build lasting trust.

The Consumer Mindset Has Come to Healthcare

Across industries, consumers are demanding seamless, personalized experiences. This isn’t just a trend—it’s a new baseline. People expect every interaction to be easy, intuitive, and tailored to their needs. And increasingly, they bring those same expectations to healthcare.

People expect personalization. One in three Americans now uses a wearable health device, gaining 24/7 access to personal data.⁵ More than half of consumers say they want to use this data to manage chronic conditions, receive tailored health or wellness insights, or see unique product recommendations.⁶

People are proactive about health. Consumers don’t wait for a provider to guide them—they arrive informed. From symptom checkers to AI-driven tools, people are using digital resources to research conditions and care options before appointments. 

People “shop” for healthcare. In 2023, 44% of healthcare consumers researched providers before booking.⁷ On average, people read five reviews and visit multiple sites before deciding where to get care.⁸

People expect fast, flexible care. Digital health tools often offer lower-friction access, saving time and reducing stress. Nearly two-thirds of people now prefer to book appointments online.⁹

What Healthcare Can Learn (and Apply Now)

Experience isn’t just a “nice-to-have.” It drives outcomes. It builds loyalty. And it’s how healthcare will finally feel like it belongs to the people it’s meant to serve.

First, remember the human. Technology should never replace empathy—it should amplify it. Think post-visit follow-ups from nurses, check-in messages that sound like real people, or symptom checkers that lead with reassurance, not alarms.

Second, design for access. People should be able to find and use care as easily as they manage a bank account or book a flight. Prioritize real-time scheduling, upfront pricing, and interfaces built for all ages, languages, and literacy levels.

Third, personalize through data. Healthcare has access to deep, meaningful information, but it is too often siloed and underused. Build systems that activate and utilize existing information: use history, preferences, and goals to deliver personalized education, reminders, or next steps that feel relevant, not generic.

Fourth, communicate proactively. Leverage AI and automation to nudge people at the most impactful moment in time—whether it’s a refill reminder, prep instructions, or a heads-up that lab results are in. A simple message can reduce stress and improve follow-through.

Healthcare may be complex. But the experience doesn’t have to be. 

At Otsuka Precision Health, we believe healthcare must evolve around people—not systems. That means combining cutting-edge data and digital tools with human-centered design and high-touch support. It means creating care journeys that feel connected, personalized, and proactive.

From digital therapeutics to data-powered platforms, everything we create is designed to close the gap between what people expect and what healthcare delivers. 

Be part of the transformation in health. Follow OPH on LinkedIn for insights, stories, and updates, or contact us today to explore how we can work together.