Count On Coffey

By Sherilee Coffey, VP of Business Development and Client Experience

Today's health consumers don't compare you to the hospital down the road—they compare you to the best digital experiences in their lives. Recent research from McKinsey and trend reports from IPG Health point to the same reality: People expect healthcare journeys that are convenient, personalized and connected across every touchpoint.

We're also seeing healthcare marketers shift from "campaign of the quarter" thinking to building always-on, connected journeys. The goal: Help people move from "I think I need help" to "I've taken the next step" with less friction and more confidence.

Here are a few areas where leading organizations are leaning in.

Consumer-centric ways of working. Health systems that are gaining ground aren't waiting for the perfect plan. They're running quick pilots and "test and learn" experiments to improve access, scheduling and communication. Small moves, such as revising a confirmation email, adjusting an SMS reminder cadence or simplifying a form, can add up to measurable gains when they're guided by data and real patient feedback.

Personalization that actually helps. Your data from the electronic health record, patient portals and digital interactions can do more than fuel reports. When you connect it thoughtfully, it can power reminders, education and follow-up that are timely and relevant instead of random. Done transparently and with clear guardrails around privacy, this kind of personalization better supports follow-through, stronger relationships and long-term loyalty.

Integrated digital experiences. Your audience doesn't think in channels. They search a symptom, tap an ad, browse your provider directory, check online reviews, schedule care and maybe use telehealth, often in one continuous journey. The organizations that keep that experience connected are the ones where marketing, IT and operations are aligned around shared goals, shared metrics and a privacy-first mindset.

Content that educates and calms. When people are anxious or unsure, clear content is still one of your strongest tools. Short videos, clinician Q&As, in-clinic materials and patient stories can all reduce uncertainty and make the next step feel doable. Solutions like Coffey's digital Health Library are designed to support that work, with clear, empathetic, action-oriented content you can plug in to your journeys.

New formats, same goals. Podcasts, interactive tools and other emerging formats are gaining traction. They're most effective when they reinforce the goals you already care about: explaining procedures and conditions, setting realistic expectations, and helping people stay engaged with their care plans.

As you plan for 2026, it can be powerful to map the journey for a few priority service lines, identify the biggest friction points and pick a short list of high-impact experiments. Keep privacy, ethics and patient value at the center, and let the data show you what's working and where a partner like Coffey can help you go further, faster.

Categories: Digital