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UX Marketing Competitive Advantage

Developing a user experience without consumer data is like trying to diagnose a patient without an examination. Gone are the simple days where marketing could push messaging to consumers with little insight into their responses. In today’s digital world, marketing has morphed into brand interactions and creating brand experiences. UX plays a significant role in the flow of communication, and luring consumers to engage in a buyer journey.

UX and flow of communication

Every interaction between mobile devices, is done through the flow of communication with data. The healthcare sector is the best example for us to breakdown to explain how strong UX is needed to improve systems, continue to collect data, and personalize!

The current challenge

Healthcare is enriched with data and many looming industries that would benefit from it. The challenge is that most of the data collected stays stagnant, and therefore keeps innovation in technology for healthcare stagnant as well. UX can help solve this problem by creating an intuitive and easy flow of data between primary physicians, public health sectors, and other adjacent industries that might benefit from the merging of data.

The solution

“One of the simplest things people want is intimacy with applications,” says Debra Lilley, vice president of cloud services at Certus Solutions. While this is a great quote, it’s not a simple one. Like a medical diagnosis, creating an individualized intimate user experience, has a brevity of variables and considerations; culture, environment, traditions, personal tastes, personalities are all influences on a potential UX strategy.

UX and the competitive advantage

Since healthcare is extremely slow to innovate, it’s creating huge opportunity for startups to enter the market and disrupt the industry:  “Oscar is a health insurance startup that hopes to change the way that people buy and interact with their health care coverage by using technology paired with simple and intuitive design”, Gigaom. Oscar’s competitive advantage is leveraging simple user interface, to make the flow of information and establish connections between providers, physicians and the user. This experience is vastly different from the headache of calling providers, and relying on outdated technology that’s inefficient.

By now you’re probably wondering what’s the tie-in to consumer data? Well, we are consumers of healthcare. Consumer data when it comes to healthcare, can help companies know when you moved, and recommend providers based on where you are now instead of where you were. Consumer data can help marketers know when it might be allergy season and to notify you that you might want to stock up on allergy medication because you’re sensitive to pollen. Consumer data can tell us a lot.

References:

https://www.enterpriseirregulars.com/102419/business-software-trends-update/

http://www.forbes.com/sites/oracle/2015/10/05/3-tech-must-dos-for-a-smoother-user-experience/

http://www.business2community.com/marketing/5-marketing-trends-you-should-be-tapping-01346271

http://globenewswire.com/news-release/2015/10/06/773908/10151831/en/Closing-the-Data-Divide.html  

https://gigaom.com/2015/09/16/why-google-is-taking-a-closer-look-at-disrupting-health-care/

 

2 thoughts on “UX Marketing Competitive Advantage”

  1. While I agree with your post, I think it’s key to mention that marketers look at consumer profiles (those that purchase) and UX is about user profiles (those that use). They don’t always match up, meaning that sometimes the purchaser is not the same person as the user. I think this is the reason that UX is so new to so many marketing people even though it’s been around for decades in product management and innovation.

    1. You make a great point about another challenge with user experience. Our article is high level and conflates the user with the consumer, but more research by the marketer would help them understand in more granularity. This analysis is not an easy exercise either, but well worth the effort to improve the business efficacy. Terminology has also created confusion between user, consumer, and customer.

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