New York, NY – In an era dominated by digital advancement, Amazon’s One Medical is reshaping healthcare with a unique blend of technology and human touch. On a recent episode of The Small Business Show, Joseph Michelli, a New York Times best-selling author and expert on customer experience, delved into how One Medical is redefining patient care with its innovative, people-first approach. This discussion was anchored in Michelli’s latest book, “All Business Is Personal,” which offers insights for businesses looking to modernize while maintaining a personal touch.
One Medical, now integrated into Amazon Prime, offers membership-based primary care that merges Silicon Valley technology with a patient-centric philosophy. Notable features include same-day or next-day appointments and a proprietary app for scheduling. According to Michelli, 97% of One Medical’s patients see their doctors within three minutes of their appointment time, a drastic improvement over traditional waiting periods in healthcare settings.
The organization was founded by Tom Lee, a Harvard-trained physician and a graduate of Stanford Business School. Lee challenged conventional healthcare practices by posing fundamental questions: Why must patients endure long waits? Why do they need to weigh in every time? These inquiries led to a reimagined, human-centered healthcare experience that leverages technology without overshadowing personal interaction.
Michelli emphasizes that technology should serve to enhance human experiences, not replace them. He draws a distinction between personalization, which technology can offer, and personal interaction, which is irreplaceable and human-driven. “The more I view you as a personally connected brand to me, the more likely I am to stick around,” Michelli stated, highlighting the importance of personal connections in business.
For smaller businesses without Amazon’s vast resources, Michelli advises mapping the customer journey to identify key high-value moments. By using available technology to streamline processes, businesses can focus on creating memorable customer experiences—like remembering personal details about customers or offering small courtesies, such as a complimentary drink. These micro-moments can significantly boost customer loyalty.
Michelli cautions against over-reliance on automation, noting that while technology can reduce friction, it cannot build relationships. Companies focusing solely on efficiency risk losing the 400% higher lifetime value associated with personal customer connections. The aim should be to amplify human touchpoints, not replace them.
This approach is not just theoretical but backed by tangible results and serves as a compelling model for businesses striving to balance innovation with a personal touch.
