In the nearly two decades since we entered into the new millennium, there have been a wide variety of factors that have contributed to an increased demand for personalization in healthcare. In 2003, the Human Genome Project successfully unlocked the complete blueprint for human genetics, unleashing a surge of medical research and technology that sought to explore how understanding the individual patient’s genetic code could influence treatment strategy and improve patient outcomes. Sweeping healthcare policy reform during the Obama administration ignited a heightened awareness of healthcare spending and cost, and with premiums, benefits, and deductibles fluctuating dramatically, patients turned more frequently to alternatives to the traditional standard (and cost) of medical care.

The soaring cost of prescription drugs have also driven consumers to question the traditional medical model, in which physicians treat or manage patient symptoms using a host of pharmaceuticals, and public interest in alternative models of care has seen a corresponding spike. When the highly respected Cleveland Clinic announced plans to establish a center for functional medicine led by the popular Dr. Mark Hyman in 2014, functional medicine—which focuses on identifying and addressing the root cause of illness and developing more intimate relationships with patients in order to advise them in whole-body health—took a giant leap toward legitimization in the mainstream.

As all the science, politics, technology, and business of the medical industry has shifted and changed over these past 17 years, one common theme that emerges is the demand for greater personalization in healthcare. More than ever before, people are confident that there is sufficient scientific and technological advancement and understanding to individualize care on a biological and biochemical level, and they’re tired of paying exorbitantly high prices for care that merely offers to manage symptoms with even more expensive medications. If there’s one thing you can confidently bet on in the healthcare industry, it’s that products and services driven by a personalized, customer-centric approach will continue to experience success.

That’s what the founders of healthcare platform JOANY have counted on, anyway, and it looks as though they’ve gone with the safe bet; JOANY just became the first company in the United States to successfully house all data on available health insurance plans for the year, making them better equipped to advise consumers in their selection of an insurance plan than even healthcare.gov.

JOANY understands that consumers want to be informed, engaged, and proactive when it comes to addressing their healthcare needs, but that it can be difficult to manage those decisions and make educated choices when information provided by insurers is filled with confusing language designed to obscure the real cost and scope of coverage. JOANY is committed to helping customers unpack insurance plans and industry jargon, empowering them to make informed choices to manage their health. Best of all, the entire system starts with a simple form that takes only a few minutes to complete, and then data scientists take over to determine which of tens of thousands of available health insurance plans best suits the consumer’s specific needs.

JOANY is working to simplify the health insurance selection process, making it more transparent and comprehensible through machine intelligence, data, and good old-fashioned human manpower to provide unbiased plan recommendations customers can actually use y afford. What’s more, they’re upping the ante when it comes to personalization, spearheading a “healthcare concierge” model that offers ongoing support throughout the year, helping patients maximize their plan benefits, save money in contested medical expenses, find the right specialist, and other innovative customer benefits. According to JOANY’s website, their platform’s advice is the equivalent of working with 10 data analysts and 10 healthcare experts to determine a plan that suits your individual needs—and they’re doing it all for free.

Technological advancements like JOANY promise to make it easier than ever before for consumers to capture and analyze data about their health, lifestyle, behaviors, and health care needs, empowering patients to make more informed choices about all facets of their overall wellness. In turn, this data will create the potential for more meaningful dialogue between doctors, patients, hospitals, clinics, insurers, pharmaceutical companies, politicians, and industry innovators to further revolutionize and transform healthcare as we know it.

Este post es parte de nuestra serie colaborador. Las opiniones expresadas son las del autor y no necesariamente compartida por TNW.

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