THE ROLE OF CUSTOMER SUCCESS IN HEALTHTECH IMPLEMENTATIONS

Healthcare innovations could boost the UK economy by £246bn each year, according to some reports. From wearable devices to digital platforms, there is a big opportunity for HealthTech brands who demonstrate value with their products but historically, the pace of adoption is slow and many implementations fail because they’re not funded or supported. 

For many healthcare organisations – GP surgeries, hospital trusts, dental practices and pharmacies – technology is a major investment. But a poor implementation experience can put them on the backfoot from the start if end-users (employees or patients) don’t see the value of the investment. If that is the case, they’ll be unlikely to renew their contract when the time comes.

This is why HealthTech brands need strong customer success teams to support their business-to-business (B2B) customers to drive adoption, while also aiming to provide an effortless experience for end-users to deliver better patient outcomes. 

 I CX recently joined a roundtable of HealthTech experts to discuss the current market and how companies can respond. Read the full discussion to find out how HealthTech brands can improve growth. 

Key takeaways 

• Technology adoption can be a big challenge for healthcare organisations, and if it isn’t supported or funded, it can ultimately fail 

• HealthTech brands need strong customer success teams to support the customers journey, drive adoption and stand out in a competitive market 

• HealthTech brands should invest in their customer success teams, especially as the business grows, with coaching to improve confidence and skills

Where are we now? 

Experts predict the global HealthTech market is valued at $197.88bn in 2025 – and it’s expected to grow by 6.88% by 2029. In the UK alone, startups have attracted £1.8bn in the first quarter of the year.

But there is red tape getting innovations into the NHS, with the Public Accounts Committee slamming the organisation as ‘glacially slow’. Many NHS-funded organisations have existing legacy systems and digital skills gaps, which could delay adoption. 

As a result, some HealthTech brands may be looking to expand internationally – but that isn’t your only option. The private healthcare sector is valued at £12.4bn, with £700m NHS revenue from private patients. Demand is only growing for private healthcare and direct-to-consumer (D2C) solutions, and there are other verticals such as dentistry, care homes, pharmacies and options to expand into. 

Regardless of the market, it’s essential that adequate support and training is provided once a sale is complete. A recent analysis of over 100 unsuccessful technology implementations in the NHS found organisations need to prioritise implementation over procurement – and provide support to ensure the technology is effective.

“Leaders need to fund the change, not just the tech.” (Source: The Health Foundation)

What role does customer success play? 

I’ve worked in customer experience for more than 20 years, including HealthTech, so I understand that transitioning to new technology or digital systems is a big change for healthcare organisations and end-users such as doctors, nurses, dentists, administration staff and patients.

The tech tends to have multiple users, which can add another layer of complexity because you need buy-in from all parties. For example, private telehealth provider Dr Care Anywhere has both a D2C and direct-to-business-to-consumer (B2B2C) channel, where it partners with insurers and employers. 

So it’s essential your customer success team can support all types of customers to ensure proper adoption, get proof of outcomes and reduce drop-offs. For example, supporting customers with onboarding to ensure the solution is embedded into day-to-day processes. Customer success also helps HealthTech brands understand how their technology is adopted and highlights any challenges.

Tips for HealthTech customer success teams  

By putting in effort with onboarding, HealthTech brands can maintain engagement and prevent customers from turning to another provider. It also ensures you can tackle any issues head-on and secure long-term rewards such as renewals, retention, product adoption and customer satisfaction.

Multi-layered adoption: Ensure the onboarding and training is tailored for different roles and departments within the organisation because they will typically use it differently. This can drive adoption across the organisation and engagement, helping you stand out. 

Communicate value: Always communicate the value of the solution to the end user. For example, if it’s an appointment scheduling tool, demonstrate how it will save time for the administration team. Consider how the solution helps the organisation meet its objectives, how much time or money it saves, and how it improves patient outcomes. 

Reviews: While a net promoter score (NPS) demonstrates if decision makers are satisfied with your service, it doesn’t measure how satisfied end-users or the value of the technology. Measure satisfaction with ongoing surveys as needs change and incorporate review links part-way through the customer’s journey, so you can tackle any areas of concern promptly. 

Build trust: Health outcomes are higher stakes for health organisations, who need reliability and trust from day one. Use customer reviews and use cases to build credibility, and position the brand as a thought leader that shares thinking and knowledge of the industry.   

Invest in your customer success team 

While healthcare organisations need to fund the change, it’s up to HealthTech brands to ensure their products are implemented effectively to drive renewals and build relationships. Your customer success team plays an important role in customer retention and satisfaction, so it’s essential they’re supported – especially as the business grows or enters new markets. 

For example, for HealthTech startups, a single customer success manager may struggle with confidence and balance, especially if sales dominates their responsibilities. Ongoing customer success coaching can improve their confidence to guide customers through onboarding and change management, so the tech is embedded into their processes. 

Customer success can help you stand out in a competitive market, so invest in your customer success team with one-to-one or group coaching to ensure your HealthTech solution delivers real results for businesses and strengthens your business growth. 

As a Customer Success and Experience Coach with more than 20 years’ experience, including in HealthTech, I help customer success teams deliver results. 

Drive value with customer success coaching