We Meet Them Where They Are

“We meet them where they are” is the new mantra of AI-infused healthcare engagement solutions. Presumably, large data caches are exploited for greater personalization—a tactic perfected by digital marketeers. If we pause while browsing, a reaction swiftly follows, offering discounts or other enticements to complete our purchase. But how does this model translate to health care?

Unlike remote shopping, engaging with the healthcare system through remote patient monitoring (RPM) isn't just transactional—it's deeply personal and potentially lifelong. While shopping is often price-driven and easily reversible, health care decisions are usually irreversible and price-insensitive. Importantly, amassing personal information isn't just about meeting patients where they are—it can feel invasive.

Consider prejudicial stereotyping: it’s as old as humanity itself. For instance, my brother Dana, despite his masculine identity, has often been presumed female due to his name. Similarly, despite attending a small liberal arts college near Boston, I’m frequently invited to join the Harvard Asian American Alumni Alliance, though I have no Asian heritage.

Why dwell on this topic? It underscores the core value proposition of Healthrageous: TRUST. Seniors are unlikely to trust transactional decisions as they would trust valued medical advice from their Medicare Advantage plan. Nor should you trust health advice from a relative without a medical background, as you would from a trusted healthcare provider.

RPM tools can signal early health issues needing attention, like a scale detecting sudden weight gain potentially indicating congestive heart failure. While RPM can enhance personalization, it can also alarm users if not handled sensitively.

For example, consider an AI-driven RPM message alerting me to a 6.7% weight increase over ten days. If I hadn't been counseled about congestive heart failure due to my low BMI, and was instead stress-eating following a severe diagnosis, such a message would seem more bothersome than helpful.

This brings us back to TRUST. Healthrageous transcends stereotypes and meets people where they are, fostering trust through non-invasive digital interactions. Our seniors expect engaging interactions because our service—nutritious, tasty meals—has earned their trust. Personalization, rooted in trust, is essential. It’s a principle that applies whether a company is digital-first or a traditional brick-and-mortar establishment.

As Michael Pollan famously said about food, “Eat food, not too much, mostly plants.” Regarding trust, I say: “Approach gingerly, not too creepy, and not too often.” With a 90% satisfaction rating from those we serve, it's clear we've earned their trust and truly met them where they are.

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