Disrupting consumer experiences in the healthcare industry through digital transformation


Dwight Davis

North America Interaction Design Lead

In a recent study conducted by The Harris Poll’s analytical and insights department, it was revealed that 43% of Americans are currently dissatisfied with their medical system, and more than 70% of U.S. adults feel that the healthcare system is failing to meet their needs in at least one way.

In the majority of industries, the COVID-19 pandemic forced companies and institutions to quickly adapt to new transformative digital technologies to provide more value to their customers. In the case of healthcare, an industry that has been characterized by technological advances for years, the pandemic compelled healthcare providers to change the way they deliver care as consumer expectations began to demand new digital experiences.

With so many people dissatisfied with the state of the healthcare system, our propelland team in North America conducted a research study in this industry to explore the challenges and opportunities that lie ahead in the United States to build a healthcare system that is easy to navigate, and truly serves the best interests of its users.

What digital transformation challenges lie ahead in healthcare?

The pandemic’s impact on consumer expectations and the adoption of digital care has accelerated the need for digital transformation. After conducting our research, we have identified three obstacles that are hindering companies from disrupting consumer experiences.

/ Lack of Transparency and Data Integration

The fragmentation and heavy reliance on legacy systems have created significant barriers for patients seeking to access and understand insurance information and navigate the complex landscape of healthcare. Patients often find themselves lost in a sea of paperwork and redundant administrative tasks when seeking care, which can be both frustrating and time-consuming.
Furthermore, efforts to integrate and centralize patient data for efficiency are met with concerns about data privacy and access, particularly for those who are uninsured. Balancing the need for data-driven decision-making with the imperative to protect patients’ sensitive information is a delicate and challenging task.

/ Inefficiency and System Structure

During our research, we found that the U.S. healthcare system has been subject to criticism due to inefficiencies, a lack of cost-effectiveness and transparency in its operations. The profit-driven nature of the system raises concerns that providers may be incentivized to maintain patients’ reliance on services and medications, rather than prioritizing prevention and cures. This raises questions about whether the system truly has the best interests of the patients at heart or whether it’s motivated by financial gains.

Administrative changes and bureaucracy in healthcare settings further exacerbate the problem. These changes can lead to communication challenges, which, in turn, add complexity to healthcare administration. As a result, it becomes evident that the system’s structure needs a serious overhaul to prioritize patient well-being and cost-effective, high-quality care over profits. By streamlining processes and focusing on outcomes, the healthcare system can better serve consumers and reduce the inefficiencies that plague it.

/ Patient Experience and Accessibility

The rise of telehealth has brought many benefits, but it’s not a one-size-fits-all solution. Some medical conditions still require in-person care, and disparities persist in the availability of these services. This means that certain patient groups continue to face limitations in accessing the care they need.

Furthermore, the accessibility of telehealth is limited to those with the necessary technology and knowledge to navigate it effectively. This can potentially exclude underserved patient groups, leaving them with less access to healthcare options. Ensuring that all patients have equal access to both in-person and digital healthcare experiences is a priority that the industry must address. The goal should be to create a healthcare system that is inclusive, accessible, and responsive to the diverse needs of all patients, regardless of their background or circumstances.

“Digital innovation in healthcare has the potential to make healthcare more transparent, efficient, and patient-focused.”


North America Interaction Design Lead at propelland

Digital Transformation Opportunities

Creating the future of healthcare experiences

To address these challenges, our teams in North America explored these three initiatives that have the potential to create a path for healthcare companies toward innovative digital consumer experiences.

/ Data Intelligence and Transparency

By developing digital solutions that enhance the interoperability of healthcare data, we can bridge the existing gaps and ensure seamless sharing of patient information among providers. This not only improves the efficiency of care but also empowers patients with access to comprehensive health records, offering a more complete view of their health history. This transparency can lead to better decision-making, reduce duplicate tests and procedures, and ultimately enhance the quality of care.

Creating tools and platforms that promote price transparency in healthcare is equally transformative. Patients often find themselves in the dark when it comes to the costs of medical services. Providing them with the means to compare and understand these costs empowers patients to make informed decisions about their healthcare. This not only improves patient satisfaction but also encourages competition in the healthcare industry, potentially driving down costs and enhancing the value patients receive.

/ Remote Healthcare and Patient Empowerment

The rise of telemedicine and remote healthcare solutions presents a significant opportunity to provide accessible healthcare services to a broader population. By expanding telemedicine and incorporating remote monitoring and treatment options, we can break down the barriers of geography and increase patient access to healthcare. Patients in remote or underserved areas can now connect with healthcare professionals, fostering a new level of care accessibility.

“Digital solutions are also an opportunity for growth, as reflected in the total investment in digital therapeutics, which to date has topped $600 million.”


Analyst Reports, May 2018.

Simultaneously, the development of digital platforms and applications that empower patients with control over their health records, appointments, and health information is pivotal. These tools enhance patient understanding and engagement in healthcare decisions. Patients can actively participate in managing their health, which not only leads to better health outcomes but also improves the patient-provider relationship.

/ Artificial Intelligence and Personalized Healthcare

The healthcare industry can achieve greater efficiency and resource allocation by leveraging AI and predictive analytics. By analyzing large datasets, AI can identify trends, predict disease outbreaks, and optimize resource allocation, ensuring that healthcare facilities are better prepared to meet patient needs.

Additionally, creating AI-driven decision support systems and personalized treatment platforms further enhances the potential for delivering tailored care. These systems could assist healthcare providers in making more informed decisions by offering data-driven insights, thus improving the quality of care. For patients, personalized treatment plans mean that healthcare is increasingly tailored to their unique needs, preferences, and conditions, maximizing the effectiveness of treatments and overall patient satisfaction.

Interested in exploring how Digital Transformation can be implemented in your organization to transform and grow?

Get in touch with us to explore more about your challenges.


Sid Vanchinathan, Founding Partner & NA Regional Managing Director
Robbyn Pendrey, Talent Lead at propelland
Adrián Velázquez, Global Clients Partner at propelland
Tracey Lin, Senior Business Strategist at propelland
Tina Tsung, Interaction Designer at propelland
Neha Kodi, Senior Business Designer at propelland
Carla Morales, Graphic Designer at propelland