June 14, 2021

The Power of User Health Data in a Digital Retail World

Adult female using smartphone on street

Thanks to innovations in consumer healthcare technology, health data is found in more places than ever. The widespread use of phone apps targeted towards improving user health, and the growing use of wearables, means that we have more ways than ever to collect healthcare data. What if that data can be used by businesses to create experiences that matter to their customers?

In today’s digital retail world, consumers expect personalization. Health data enables companies to give customers relevant product recommendations and personalized experiences tailored to their needs and behaviours.  When done correctly, personalized experiences can increase customer satisfaction rates by about 20% while lowering marketing and sales costs by around 10% to 20%. 

Health Data Allows You to Know Your Customers

What makes health data so powerful is that it allows you to know your customers on a deeper level. As it stands, most companies already collect transactional and marketing data, and leverage them to meet customer needs. Amazon, for example, uses customer data to recommend items based on past buying behaviours; as a result, 29% of their sales are generated through their recommendations engine. By enriching this data with powerful user health data, businesses can gain further insights into their customers and figure out what drives their behaviour. 

Health Data Inspires Your Customers to Take Action

Consumers are constantly bombarded with advertisements and calls to action. Digital natives, in particular, have become adept at filtering out and ignoring traditional forms of advertising that don’t bother with personalization. As a result, they are much less likely to take action. 

Consumers are instead searching for brands that are responsive to their unique, individual needs, and that means businesses need to use relevant health data to tailor their marketing strategies and overall customer experiences accordingly. Brands that are able to deliver on providing tailored experiences are more likely to inspire action and drive user engagement. According to a report by Hubspot, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. 

Health Data Allows You to Keep Up with Customer Needs

Two young women seated with laptop and smartphone

Keeping your offers timely and relevant can be an uphill battle, especially when needs and trends are always changing. Falling behind, however, can have detrimental effects on the customer experience. 67% of consumers think that it’s important for brands to adjust their content to adjust automatically based on context, with 42% of consumers “getting annoyed” when timely adjustments aren’t made. To offset this, businesses must make use of up-to-date data in order to offer consumers timely promos, offers, discounts, or products, while showing that they care about making an experience that is relevant to them. 


How Does Sprout Open Health API™ Help?

Sprout Open Health API is a solution that enables you to enrich your customer data with valuable health data in order to drive outcomes that matter to your organization.  Not only are you able to understand your customers today, but you’ll be able to plan for the future as well. By augmenting transactional and marketing data with user health data, you’ll have powerful insights on how you can successfully power your marketing and brand loyalty strategies. 

The use of health data will allow you to deliver end-user value with features and functionalities that are relevant to your customers. By creating deeply personalized experiences with the help of health data, you’ll stand out from the sea of competitors surrounding your customers and create meaningful user engagement. Contact us today to find out how Sprout Open API technology can enhance existing applications or accelerate a new project. 

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