Companies are increasingly enabling people via technology, to build on opportunities that are both grand and granular. The power of the hyper-personalization that technology now makes possible drives goals both at the level of entire industries, and the level of individuals.
The digital leaders of the world are already starting their journey to make the big plays; Philips is looking to transform healthcare to a connected, comprehensive experience that’s both intertwined and accessible throughout people’s lives.
They’ll succeed by focusing technology on individuals and their specific needs, responding to people on a human level, and helping guide them toward personal goals.
From the eyes of patients, connected healthcare isn’t an improvement because of the technology itself. The draw is the empowerment it gives individuals over their own health, in an industry long associated with impersonal interactions and untenable wait times. Companies like Philips and CVS Health are leading because their technology strategy focuses on the needs of the individual patient, on their terms.
Through apps and connected devices that integrate into people’s lives, these companies allow doctors and nurses to live alongside each patient, build a closer, more personal relationship, and provide comprehensive – not just reactive – care.
By empowering people with more human technology, businesses will transform the relationship with them from provider to partner. Through this process, they’ll also transform internally. By helping people reach their goals, these new partnerships will help companies cement a place in the next evolution of society. The path to leadership is in amplifying people, on a global and individual scale.
As a business, becoming a true partner to people – both customers and employees – starts with technology. But there will be big challenges along the way, starting with trust: barely half of the public say they trust businesses to do what’s right, with even fewer considering business leaders a source of credible information.7 For people to value these new partnerships, companies must work to gain and keep trust at every interaction – and putting the power in the hands of customers and employees is the best way to do it. Changing the relationship with people in a digital age means changing their relationship with technology.
If companies are to be partners, and technology is how companies will empower people, then the goal is to design technology to be on their side. But making this happen also means changing the way companies think about their business models, and their relationship with both customers and employees.