Building a Digital Health Platform (or App) that People
Will Actually Use

by Mark Head

Mark Head, Benefit Personas 

October 2024

Whether your domain is healthcare or employee benefits, the success of a digital health platform or app hinges on a broad strategy that incorporates advanced technology, user engagement, and effective communication. Here’s a more comprehensive look at the key elements required to build a platform that people will actually use.

Leveraging generative AI and LLMs

Generative AI (GenAI) and large language models (LLMs) are reshaping the healthcare and benefits landscape. By empowering digital health platforms to process and analyze vast amounts of data, LLMs provide deeper personalization and real-time support that was previously unachievable. These technologies can handle everything from improving onboarding experiences to resolving employee and patient queries and generating content that educates and engages users more effectively. AI-powered tools can also analyze app usage data to identify cost drivers and behaviors, allowing companies and healthcare practices to tailor their offerings accordingly, with one example being a joint effort from KPMG and Salesforce.

AI’s ability to personalize interactions will be crucial for driving ongoing engagement. For instance, chatbots powered by GenAI can deliver real-time responses that anticipate user needs, while LLMs can craft personalized health plans by synthesizing individual health data. This not only enhances the user experience but also builds trust, as users feel that the platform understands their specific needs.

Effective communication: making it personal

Incorporating personalized messaging is key to driving adoption and engagement with digital health apps. By using psychographic profiling—categorizing users into segments such as "Planners and Doers" or "Living for Today"—employers and providers can send highly targeted messages that resonate on an emotional level. This approach answers the fundamental WIIFM and WSIC questions every employee asks: “What’s in it for me?” and “Why should I care?”.

For example, planners and doers value long-term health and financial security, so communications with this group should emphasize preventive care and retirement planning. In contrast, employees categorized under Living for Today are more likely to engage with short-term benefits like wellness programs or flexible spending accounts. Personalizing content based on these profiles ensures that every communication feels relevant and timely, increasing the likelihood of adoption and sustained engagement.

AI-powered content creation and outreach

Generative AI’s role extends beyond personalization. It is revolutionizing the creation of marketing and educational content, allowing employers and physician groups to provide year-round outreach that feels fresh and dynamic. Fenwick outlines a variety of these new ventures from stalwarts like Microsoft, Google, and Amazon, to new players like Huma.AI, Arine, and Cornerstone AI. AI-generated content can range from app tutorials to health tips and personalized recommendations, all of which help keep users engaged over time. By automating these processes, companies reduce the burden on HR teams and primary care nursing staff by ensuring that communications remain consistent and timely.

Furthermore, the role of AI in content creation is particularly valuable for healthcare providers and benefit consultants who need to scale their outreach efforts. Using AI, content can be dynamically adapted to individual preferences, making messages more compelling and reducing the risk of information overload.

AI for efficiency and support

Beyond content creation, AI can enhance the efficiency of employee and patient support. AI-powered chatbots and intelligent routing can significantly reduce response times in call centers, while automated summaries generated by LLMs allow customer service representatives to focus on solving more complex issues. This not only improves the user experience but also reduces operational costs for companies.

In healthcare, these AI systems are being integrated into more advanced uses, such as handling patient data, automating billing processes, and generating accurate diagnoses. These same capabilities can be translated to employee health platforms, allowing for quicker resolutions of claims and more seamless integrations of health services.

The importance of psychographic profiling

Layering psychographic profiling into a digital health platform is a powerful way to deepen engagement. By understanding employees' motivations, values, and priorities, companies can craft experiences that speak directly to their users' mindsets. This segmentation strategy taps into the emotional drivers of behavior, increasing the likelihood that employees will adopt and regularly use the app.

For instance, psychographic profiling can reveal that an employee places high value on their family, prompting the platform to highlight benefits like family health plans and work-life balance initiatives. Companies that use this data to align their messaging with employees' personal values are more likely to foster engagement that feels meaningful and relevant.

Using data analytics to inform strategy

Generative AI and machine learning offer the ability to continuously learn from user behavior. By analyzing usage patterns, companies can identify which app features are most popular and which areas need improvement. This data-driven approach enables companies to adjust their offerings in real time, ensuring that the platform evolves alongside its users' needs.

For example, analyzing how often employees use wellness programs or financial planning tools can help identify which features need better promotion or additional development. Additionally, understanding cost drivers helps employers make more informed decisions about coverage and program offerings, optimizing both user satisfaction and financial efficiency.

The last word

Building a digital health platform that employees will actually use requires more than just a sleek interface or an abundance of features. It involves creating a highly personalized and supportive experience that evolves with the user, powered by cutting-edge technologies like GenAI and LLMs. By focusing on psychographic profiling, personalized communication, and AI-driven content creation, companies can foster deeper connections with their employees, ensuring sustained engagement and long-term success.

Staying ahead of the curve means investing in innovative tools and leveraging expert partnerships to continually enhance the digital health experience. By adopting these strategies, companies can not only improve employee health outcomes but also create a more engaged, motivated, and productive workforce.

About Mark Head & Benefit Personas

With 4 decades of combined experience in employee benefits consulting, wellness, and health management, Mark Head brings a unique combination of dynamic perspectives into a clear vision of where the future of health care is moving — and it's moving towards deeper human connection, awareness, and engagement.