Anna Figiel: What Could Personalisation Look Like in the IVF Patient Journey?
Anna Figiel, Co-Founder and Chief Operating Officer at Irresist.io, shared on LinkedIn:
”If Spotify and Netflix can personalise our digital experience, what could personalisation look like in the IVF patient journey?
Think about how much our everyday digital experiences have changed.
Spotify learns what we listen to and starts recommending music that fits our taste. Netflix does something similar with what we watch. We no longer expect to navigate through the same experience as everyone else – we expect technology to respond to what we are interested in and make the next step easier to find.
This has gradually changed our expectations as users.
And yet, when someone starts looking for information about IVF, the experience can still be remarkably generic. A patient may arrive with a very specific question, concern or treatment in mind, but the digital experience often does not change very much depending on what they are actually trying to understand.
But the technology to do this already exists.
A website can recognise what a prospective patient is looking for and respond with information that is more relevant to that particular person – whether they are exploring egg freezing, trying to understand why a previous IVF cycle was unsuccessful, or simply trying to understand whether it is time to seek medical help.
Personalisation does not have to mean changing the medicine. It can mean changing the way the patient finds their way through it.
And if technology can make our everyday digital experiences more relevant to what we need, why shouldn’t the IVF patient journey benefit from the same principle?”
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