June is healthcare privacy month! Why respect and transparency is important for your health, your privacy and the health of your brand
Customers, be they businesses or consumers, have expectations of a good online experience when interacting with your company’s digital space. This is especially true when it comes to someone’s health or the health of a loved one. A serious illness inevitably leads to a quest for information about symptoms, prognosis, treatments and side effects. And the last thing someone with a serious illness expects is to be treated like a prospect through targeted advertising, particularly if the advertising gets the relevance wrong. Or worse, the advertisement comes from a fraudulent source, masquerading as a vendor of your product.
Your company now has a problem with customer trust: it’s bad for healthcare and for privacy
Have no doubt, the online reputation of a business matters. A recent Qualtrics review of 2021 statistics states that 97% of consumers start with online media to research purchases and 93% of consumers consult online reviews of products and services before purchasing. Both retail and B2B customers now demand high quality content for product information. They are frustrated by insufficient, irrelevant or fraudulent material. Unhappy customers are bad for business:
- When customers are unhappy, there’s a 91 percent chance they won’t do business with a company again (Lee Resources).
- Dissatisfied customers typically tell 9 to 15 other people about their experience; some tell 20 or more (White House Office of Consumer Affairs).
- A negative customer experience is the reason 86 % of consumers quit doing business with a company (Customer Experience Impact Report).
- Good customer experiences lead 42 % of consumers to purchase again (Zendesk Customer Service Study).
Instead, build trust with your customers. Start by ensuring your marketing plan and corporate culture focuses on customer respect – keep private things private. Using trackers, identifiers and other analytics tools to feed ads where they are unwanted does not drive revenue, it drives negative reviews.
Using a customer centric, opt-in and consent based approach to deliver relevant and timely information is more effective at building customer trust and driving revenue.
There are things you can do to protect your brand against imposters, too:
- start by protecting your goods and services from fakes with breach detection watermarks
- alert your consumers about counterfeit goods and websites
- secure employee credentials and their devices and connectivity
- protect your supply chain: critical business data, including customer data, that is shared with suppliers, resellers and partners
- Identify data flows, reducing the footprint of who handles personal data why increases friction for data leaks and limits the ability of fraudsters to take advantage of your good name.
If you want to learn more about the tools and tactics that can help your company build a privacy program that delivers on respect, transparency and customer trust, check out our Practical Privacy Playbook at managedprivacy.ca.
You and your customers deserve better. Contact us: