According to research findings released by NTT DATA Services (nttdataservices.com), which specializes in global technology services, U.S. healthcare consumers want simple and reliable digital interactions for routine transactions, such as filling prescriptions, accessing test results and making doctor appointments. In fact, 59% of U.S. consumers expect their healthcare digital customer experience (DCX) to be similar to retail.

Consumer expectations for healthcare providers and insurers are being shaped by other industries, and they want their digital experiences to more closely mirror interactions with major online retailers, such as Amazon, Apple and Southwest Airlines.

“Consumer-focused brands with rich, engaging content, interactions and features have changed the landscape in digital customer experience, and healthcare is lagging behind,” said Alan Hughes of NTT DATA Services. “As patients seek seamless care to bring together services related to diagnosis, treatment, rehabilitation and health promotion, healthcare appears ripe for its own digital transformation.”

Research findings were based on online responses of 1,102 U.S. consumers during September 2017.

“Patient preferences and age demographics will continue to increase the emphasis healthcare organizations place on digital customer experience,” Hughes said. “While digital experience may have a moderate impact on overall healthcare decisions made today, it is changing at an increasing rate. Providers, insurers and pharmacies taking heed of the trend will be best suited to fulfill patient expectations.”