In our last article, we said the next wave of digital health for insurers would be GenAI-powered services — health coaching, health concierge and insurance advisory. This is that article.
From generic content to true personalization
Early digital health programmes were one-size-fits-all. The same generic content and advice for every user, regardless of their health needs or context. Not much more than the brochures already available on the internet or at the pharmacy — only on demand. Relevance was thin, and the interpretation of meaning was left to the user.
Later, a good deal of personalization was built into preventive digital programmes — even some machine learning. However sophisticated, these still fell short of adapting to the needs and context of each individual. In practice this showed up as advice that missed the mark: a menu full of nuts suggested to someone with a nut allergy, jogging plans for someone with knee pain, or activities that conflicted with the user’s culture or religion. For most users, preventive digital health has felt naive and not particularly helpful.
This has quite effectively limited the penetration and use of preventive digital health.
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