Digitalization and the Consumer Experience

Abstract

Digital transformation is a reality in practically all business industries and has influenced the development of new marketing practices and, consequently, consumer experiences, particularly in the health sector. The aim of this research is to analyze the potential benefits that digital transformation and digital marketing may have in the customer's experiences with health service providers. This study allowed the confirmation of many of the aspects researched in previous academic works and reinforced the importance of using more technological solutions for current users, as well as the need to improve, namely in terms of service personalization, with greater speed and response, and quality of the service provided in an integrated way by the different touchpoints. Furthermore, it reinforced some important objections of users, namely related to the presumed greater difficulty of personal interaction, especially in cases of dissatisfaction and complaint, or in groups of patients with less digital training.