Crystal Ricevuto , 2026-01-06 14:57:00
Consumers can walk into their local coffee shop, where the barista knows their name and order, or use an app that already anticipates their needs. They can log into a streaming service that predicts exactly what they want to watch next. Their favorite online retailer suggests the next great product based on their purchase history.
Hyper-personalization is a defining feature of the modern consumer experience, with implications for everything from spending preferences to retention and loyalty. Simply put, people want to go where organizations know them, anticipate their needs, and engage them in a relevant way.
Healthcare is not immune to this dynamic. Today’s patients aren’t just passive recipients of care. They are active consumers who bring these same expectations into the exam room. They want to feel seen, heard, and valued, not just during their appointment but also in the months between. For most healthcare providers, meeting this expectation can feel like an impossible task, another time-consuming (and expensive) box to check. It’s also a priority that can’t be ignored.
The science of showing up
It’s tempting to dismiss personalization as a marketing problem or a nice-to-have amenity. In reality, personalized connections and touchpoints improve patients’ health outcomes, making it a business priority and patient imperative.
For example, one study found that the use of digital engagement tools, such as patient portals, was associated with 21 million fewer appointment no-shows in a single year. When patients feel engaged and reminded, they show up. Of course, knowing that connection matters doesn’t solve the logistical nightmare of achieving it.
Healthcare staff are already inundated with administrative work. A Harris Poll and Google Cloud survey of healthcare workers found that clinicians already spend 28 hours each week on administrative tasks, while medical office staff spend 34 hours each week on documentation and communication.
It’s a compounding, self-reinforcing problem: 85% of healthcare providers say excess administrative work has caused staffing shortages, and 80% say it takes time away from patient care.
Historically, healthcare providers have tried to solve this problem with mass blast messaging, sending generic, impersonal newsletters that get ignored or unsubscribed from, or by asking an office manager to personally communicate with patients. Neither is sustainable.
Scaling personalization without compromise
The solution isn’t just more people or better technology. Neither will sustainably deliver the personalized connection that patients demand. Instead, healthcare providers need to leverage Authentic Intelligence, technology designed to scale the relationship, not automate the messaging.
Authentic Intelligence relies on the capabilities of generative AI (GenAI) to facilitate genuine, human-like connections at scale. As the World Economic Forum notes, “Generative AI can augment providers by offering more intuitive, humanlike conversations with patients and caregivers that can help inform care decisions and spur action.”
In practice, this means moving away from a marketing mentality (and the marketing blasts it inspires) and integrating solutions that leverage technology, data, and purpose to produce patient interactions that matter.
Prioritize communication that educates, not sells; that connects, not annoys; and that supports, not interrupts. For instance, sending a funny, timely Halloween reminder about flossing creates a moment of connection that isn’t a bill or an appointment reminder. Similarly, automated yet personal-feeling outreach for routine maintenance drives care plan participation and keeps calendars full.
A triple win
For years, healthcare leaders have viewed efficiency and personalization as enemies, believing one could only be achieved at the expense of the other. With the right tools to augment relationship management, healthcare providers can unlock a triple win that benefits all stakeholders.
- A win for the patient: Connected patients are more active patients. They are better educated about preventive care and less likely to miss appointments.
- A win for the organization: People prefer brands that offer personalized experiences and spend 50% more with them. In healthcare, this loyalty translates to patient retention and a robust referral network that stabilizes revenue.
- A win for the staff: Healthcare staff are already overworked, so any solution that improves patient outcomes and reduces administrative work for healthcare professionals is a win for staff, offering long-term, positive implications for retention, productivity, and impact.
Moving forward, healthcare providers should expect that personalization is a prerequisite for outstanding patient care. Like in other sectors, it will be a critical component that separates market leaders from those left behind. Patients don’t want faster, impersonal communication. They want authentic touchpoints that help them stay healthier, more informed, and feel valued. Authentic Intelligence makes this possible at scale and without compromise.
Photo: Halfpoint Images, Getty Images
Crystal Ricevuto is the VP of Marketing at Levitate, the relationship-first marketing platform combining powerful software with a dedicated team behind it. Since joining in 2020 as Director of Business Development, she has increased inbound revenue by +2,000%, secured a spot on the INC 5000 list for three consecutive years, and led award-winning campaigns that helped Levitate earn Best SaaS Product for Small Business/SMEs from the SaaS Awards, recognition as one of Forbes America’s Best Startup Employers, and a USA TODAY Top Workplace honor, among others. Under her leadership, the marketing team has generated hundreds of glowing reviews on G2 and Capterra, strengthening Levitate’s authority in customer-first, AI-powered marketing solutions. With broad expertise, Crystal specializes in SaaS marketing, relationship marketing, inbound growth, AI strategy, and small business engagement. Before her current role, she led Levitate’s integrations and partnerships with major industry players including Clio, Wealthbox, and The Big-I.
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