Humansa reimagines health and wellness with an innovative digital strategy
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In today’s rapidly evolving health and wellness industry, digitalisation has become a game-changer. While the sector has been slower to adopt digital strategies than other industries, Humansa, Hong Kong’s leading one-stop health and wellness provider, spearheads a transformative shift in the digital landscape.
Vincent Wong, Humansa’s Head of Digital Health and Partnership, provides valuable insights into their innovative and holistic digital strategy, which enables them to develop customised client journeys and proactive health and wellness programmes.
Vincent Wong acknowledges the industry’s technological and people-related challenges but emphasises the importance of consistent communication channels. He states, “Humansa is well-equipped digitally and has already put in place a refined omnichannel with multiple digital touchpoints on major social media platforms and our mobile app to provide consistent and seamless communication with our clients.”
While Humansa currently around 40 outlets, the company constantly transforms its digital strategy and initiatives to create a unified database for analytical purposes. This data-driven approach enables Humansa to gain insights into customer preferences and engagement patterns, facilitating the curation of personalised client journeys and the continuous improvement of service offerings to provide proactive and holistic care.
Humansa’s digital strategy revolves around three key initiatives: digitalising the client onboarding process, leveraging customer relationship management (CRM) to enhance engagement, and utilising data analytics for tailored offerings.
To address the first initiative, Humansa has digitalised the client onboarding process, making it completely paperless. Wong explains, “We have eliminated the hassle of managing paper forms and significantly reduced clients’ time providing essential information. This simplifies communication and enables personalised engagement and a better client experience.”
A crucial aspect of Humansa’s digital strategy is the use of a CRM system. This system tracks engagement across channels, and provides valuable insights into customer preferences, allowing Humansa to communicate more effectively with clients.
“Our platform allows practitioners to review client information, including interests and preferences based on different personas, this allows for our clients to receive a consistent experience even when they are handled by different practitioners, to ensure a continuity experience. Data will also provide more insights into our clients, supporting our practitioners in better serving their needs,” explains Wong.
In addition, customer surveys allow Humansa to collect valuable feedback, gain insights into customer satisfaction, and identify areas for improvement. “Our CRM system captures valuable client feedback, informing future product development and aligning our offerings with their evolving needs,” Wong says.
“For instance, if a client is registered to run in the Hong Kong Marathon in January 2024 and has a clear performance goal, our multidisciplinary practitioners, including personal trainers, physiotherapists and dietitians, can curate a customised marathon preparation journey. We will digitally monitor performance metrics and create a training and nutritional plan to ensure the best results.”
Data analytics plays a pivotal role in shaping Humansa’s digital strategy. Wong highlights the importance of understanding customer preferences and engagement patterns through data analysis. “Our granular data segmentation and analytics provide a comprehensive understanding of our clients’ needs. This enables us to tailor our communication, health tips, reminders, and special offers to their specific requirements, resulting in more effective service delivery and customer satisfaction. It also enables our practitioners to excel in their jobs,” states Wong.
Humansa understands that people increasingly seek proactive care and a healthy lifestyle. Based on this insight, Humansa tailors specific proactive care programmes to cater to their various physical and wellness needs, such as dental and eye care, weight loss, increasing muscle mass, and sleep management. Even mental needs can be addressed.
Aligning digital strategy with overall goals and mission
Humansa’s digital strategy, which is ahead of the curve, aligns with the company’s overall goals and mission. Its commitment to “reimagine health” is reflected in its customer-centric approach. Wong states, “We put the customer at the centre of everything we do. By understanding their needs, we curate holistic and multidisciplinary health and wellness programs for each client, ensuring the best possible outcomes. And by leveraging digitalisation to enhance the client experience, we empower our practitioners to deliver curated and personalised client care.”
With their fresh perspective and efficient execution, Humansa is at the forefront of digital innovation in the health and wellness industry, transforming how healthcare providers engage with clients and deliver holistic care.