Blog Healthcare

Delivering on the Patient Experience in the Age of Web3 and the Metaverse

4 min read
Share In a Post:
Author: Matthew Briggs, Senior Vice President, Healthcare at PAN Communications, headshot
Matthew BriggsSenior Vice President, Healthcare

As patients seek tools to better understand their health and as providers look for ways to optimize care delivery, Web3 sits at the intersection of the entire experience. Whether your company serves the needs of providers, payers, or patients, Web3 will push the limits of what we thought possible across the entire care continuum. As early adopters help define next-gen innovations coming out of Web3, such as the Metaverse, how digital health brands tell their story in these new environments will make the difference between staying ahead of the curve or being left behind.

In a recently commissioned consumer survey targeting 1,000 adults (18+) across the United States, we set out to determine perceptions of the Metaverse in the context of the healthcare experience. Forty percent of respondents believe it will have a positive impact on healthcare, with 58% indicating that clear communication with their physician would be enough incentive to try the Metaverse for their healthcare needs. Sixty-one percent of respondents are either somewhat or very comfortable with a provider using VR/AR for a medical procedure, signaling a growing interest in — and acceptance of — greater technology in a clinical setting.

The Metaverse and Web3 provide communicators with an opportunity to share why these platforms are important and better than traditional methods of patient experience. Healthcare organizations must start planning today for these emerging technologies — or risk being left behind.

Pair these insights with the fact that providers themselves are taking stock of their current technology stacks, assessing software investments they anticipate needing to be successful in the long term. According KLAS Research and Bain & Company’s 2022 Healthcare Provider IT Report, healthcare IT remains a top three strategic priority for almost 40% of providers and a top 5 priority for nearly 80%. Revenue cycle management (RCM), security and privacy, patient intake/flow, clinical systems and telehealth are flagged to be the most strategically important categories for provider’s software investments in the coming year.

At the same time, patients want convenient, inexpensive, uncomplicated healthcare — period. Where providers are taking a newfound look at current tools and solutions to improve care delivery now, the Metaverse and Web3 are emerging breeding grounds for brands to cater directly to new expectations for the patient experience with the promise of greater personalization and privacy. While it may be years before we see these platforms become standard practice, healthcare decision makers have an opportunity to revolutionize patient-centricity through more experiential, customized, and cost-effective care.

Tapping the resources of the right integrated marketing and PR agency could make the difference between being ahead of the curve or being left behind when it comes to reaching audiences with content and storytelling that truly resonates.

In our latest guide, “Patient Connectivity 3.0: Delivering on Patient Experience Expectations in the Metaverse,” we examine what Web3 and the Metaverse may mean for the future of healthcare and reveal new consumer-level research uncovering trends to inform your Web3 strategies. You will also learn how to tailor your experiences to connected audiences and begin to develop resources for preparing a robust plan for how your organization can capitalize on Web3.

Technology disruption often comes with upfront risk, but early adopters may reap long-lasting benefits. As we enter this new era of disruption, there are clear implications for all involved. From healthcare providers evaluating their next move, vendors improving their solution suites, and investors monitoring the industry for the next big thing.

Healthcare organizations specializing in everything from digital therapeutics and virtual care to telehealth and digital diagnostics can start navigating healthcare’s next frontier by planning today to prepare for these types of new interactive care environments. What’s more, brands can define how and where these innovations could impact healthcare altogether.

Authentic and strategic storytelling that uniquely addresses the nuances of the patient-provider relationship — using the channels and new frontiers presented by these very advancements — will move important conversations around how digital innovations stand to improve care delivery among audiences that matter most.

Partnering with experts who have the depth of experience advising brands through market disruption, who can apply the right approaches, and create the best frameworks will help healthcare brands stay ahead of the curve and maximize their potential as we witness the modernization of care as we know it.

Download Patient Connectivity 3.0: Delivering on Patient Experience Expectations in the Metaverse to give your brand an advantage in helping to define how the Metaverse is developed over the next 10 years.
An image of PAN's Brand Experience Report on the Potentials and pitfalls of AI for marketers

In our annual Brand Experience Report, we asked marketers and customers how they are using and experiencing AI to better understand how the technology is changing that relationship.