Friday, June 15, 2018
Mike Losee, Account Director

Rick Springfield’s “Human Touch” music video was prophetic of our modern-day obsession with digital technologies. As more people use technology to better their health, what can healthcare marketers do to maintain the human touch?

Recently, I stumbled across vintage MTV highlights of ‘80s rocker (and part time soap star) Rick Springfield. His music video, Human Touch, touts a futuristic scenario in which his band has been cryogenically-frozen since 1983. When the band is unthawed in 2016, the rock star forewarns of a future where everybody is talking to computers, proclaiming, “we all need the human touch.”

The music video is totally awesome, classic ‘80s. It is also quite prophetic of our modern-day obsession with digital technologies. Undeniably, we live in an era where everyone is talking to computers—

Ok, Google. Hello, Alexa. Hey, Siri.

That’s not necessarily a bad thing. Among the positive trends is that more people are using smart phones and other devices to improve their personal health. As marketers, we know that digital connections are an effective way to engage consumers. As a result, there are now over 5,000 martech tools available to help us leverage data and implement digital communications. That said, we should be cautious about getting caught up in the technology and overlooking the human touch.

Healthcare marketers especially should be vigilant about establishing a human-first approach to digital engagement. Quite simply, people still want their providers to spend time with them, treat them as individuals and understand their needs. As we facilitate digital opportunities, it is important to create an experience that mirrors a personal, genuine and empathetic tone, and that all begins with messaging.

For the message to resonate, we must first listen to consumers and uncover insights about their motivations, frustrations, and fears. Sure, this sounds like Marketing 101, but we can’t get distracted by the bells and whistles of new martech solutions. Today’s consumers expect digital engagement to provide custom solutions based on their unique needs.  If we focus on understanding our audience, craft meaningful messaging, and don’t get caught up in the martech platform, we can deliver a personalized digital experience that meets consumer needs and expectations.

The advancement of digital and mobile technologies has the potential to enhance the healthcare landscape in terms of experience, cost, access and better outcomes. No doubt, the digital age is an exciting time. Let’s just not forget the human touch—we all need it.

See the difference of a human touch in our latest Healthcare work.