Read the full white paper here.

Listen to the audio book here.

Consumer engagement defines the level of interest and interaction a person has with any given brand or product. In many industries, companies have nearly perfected the art of harnessing consumer engagement — using digital profiles, purchasing behavior and advanced analytics to predict a consumer’s needs and influence future actions.

In health care, consumer engagement refers to a person’s proactive pursuit of preventive care, ongoing education surrounding their health and methods of care, and active involvement in the health care decision-making process. More than others, the health care industry relies heavily on the consumer’s own willingness and motivation to interact with a “product” that in some cases they don’t need or want.

For health care organizations (including providers, insurers, agencies and government entities), consumer engagement is a paradox: The future of the industry largely hinges on a population that some say is uninterested and unengaged. Digitally native Millennials, who are young and healthy for the most part, pose many challenges to an industry that is struggling to grapple with today’s needs and tomorrow’s demands. How do health care organizations serve their current “users” (e.g., the Greatest, Silent, Baby Boomer and X generations), while future-proofing their business to serve the largest generation in history?

Adding to those challenges, consumer engagement in health care has become increasingly important as the industry faces mounting pressures to cut costs while improving health outcomes. Engagement plays a key role in preventing catastrophic health events, which, in turn, can lead to lowered insurance premiums, a reduction in hospital visits, decreased morbidity and mortality, and improvements in treatment adherence.

As companies in other industries turn to technology as the chief solution for engaging consumers, it isn’t as simple for the health care sector. Indeed, technology is woven into the fabric of many short-term methods of engagement, but human interaction remains a key component in effective, long-term solutions.

This white paper will evaluate some of these viable solutions, providing insight that can influence the success of today’s health care organizations.