Why empathy is good medicine for marketers | Advertising

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“The experience at the DMV is more favorable than it is at the doctor’s office today,” said Clay Johnston, dean of the Dell Medical School at the University of Texas, on a panel this year at South by Southwest.

He’s right. Think of the last time you visited the DMV. I don’t know about you, but I knew exactly what to expect, and I walked out with exactly what I needed. I wasn’t even mad at my driver’s license photo. I can’t say my last visit to a doctor’s office ran as smoothly.

It’s confounding that the point-of-care experience is so underwhelming given how seamlessly our lives are integrated with health information. The watch I wear on my wrist knows how fast my heart is beating. I carry a supercomputer in my back pocket that gives me access to exponentially more information than “Gray’s Anatomy.” Yet somehow, instead of improving the consumer experience, this proliferation of technology has made our providers colder and our care more costly.

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