Seeing Patients as People: A Human-Centered Approach to Transforming Healthcare

People often ask me how after 20 years in consumer products, I ended up co-founding a healthcare startup. It might seem surprising, but the answer is actually quite simple: patients are people, not just numbers or case files.?

About six years ago, my close friend from business school, Matthew Swanson - now our CEO - shared a fact that really stuck with me: only 11% of patient outcomes are a result of the medical care they receive. That means 89% of health outcomes come from other factors. What really hit me was how little these factors are addressed in our everyday healthcare experiences.

Given my background in boosting brand engagement and product loyalty, I began to notice how few aspects of healthcare reflect what we’ve come accustomed to in everyday consumer experiences. Let me give you a few examples:?

How does Starbucks remember if I typically add sweetener to my favorite coffee beverage, but my physician still asks me medical history questions I’ve answered dozens of times?

Why can YouTube leverage search history to serve up custom content for users, but my insurance portal looks the exact same regardless of my age, race, sexual orientation, gender identity, language, or medical history?

Why can I stream any content anywhere at any time, but when I need to pick up my prescription or talk to a medical professional it can feel like I’m burdening them with my problems?

In consumer goods you are taught that some of the best innovations come from other industries. Tools we’ve come to expect like personalized content, mass customization, premier customer service, and others can - and should - change the healthcare landscape.

In the complicated world of healthcare, it’s easy to forget that patients are not just cases or statistics - they’re people with their own stories, needs and experiences. At Reciprocity Health, Inc. we’re committed to remembering this fundamental truth. We use our deep understanding of consumer science to create health solutions that are personalized and effective, especially for those who need it most.?

Our philosophy is built on a simple but powerful idea: patients are people. This idea drives everything we do. By focusing on the human experience, we design campaigns that truly connect and engage. Understanding what motivates and worries individuals helps us create solutions that are not only effective but also compassionate and respectful of the current situation and future goals for the patients we support.?

What sets us apart is our deep expertise in consumer science. We believe that every user of TheraPay deserves an exceptional experience, every single time. Since day one, we’ve set high standards for what consumers deserve, not just what’s expected.?

Our app uses user-centered design and job theory to ensure the best possible experience. We incorporate behavioral economics into our reward campaigns, knowing that well-designed changes can lead to significant improvements in health outcomes. By aligning our strategies with how people naturally think and act, we aim for lasting, sustainable impact. We also include proven financial incentives in our campaigns to encourage proactive health management, which not only boosts individual well-being but also helps cut overall costs.?

At Reciprocity Health, we’re dedicated to transforming healthcare through a human-centered approach. So, why did someone from the consumer world decide to dive headfirst into healthcare? I hope you can now see what I saw all those years ago.?