By leveraging digital health, Harriet has eliminated much of the non-value added attention she needed to expend and replaced it with more focused attention in a less stressful context, thus increasing her ROA.
Positive ROA can also boost Harriet’s ROI as well…
While the above scenario leads to an impressive ROA for Harriet, it will also have a positive impact on her personal ROI as well.
Just think about all of the potential cost savings she will realize, such as:
- Reduced gas and car expenses (eg: parking) from not having to travel to see a physician/dietitian
- The opportunity cost of using her valuable time elsewhere (time is money!)
- Potential childcare costs
How ROA leads to better ROI
Return on Attention is a lead indicator that impacts all value streams and revenue models due to its position as an amplifier. When ROA is high, organizations will have all the data and insights from their users to build increasingly engaging and high-value experiences.
Therefore, in order to optimize your Return on Investment, it is best to focus on driving up your Return on Attention and ensure your data and insight streams evolve and improve over time. As a lead indicator, the better the Return on Attention – the better your product development cycles will be, the better your clinical decision support will be, the better your outcomes will be, and ultimately, the better your ROI will be.
Focusing on Return on Investment only as a key measure of success may limit your understanding of the true value of designing user experiences around timeliness, personalization, and engagement.
When it comes to Digital Health, take a look at ROA
Our contention is that we need to start thinking differently when it comes to measuring the true value of our healthcare programs, and in particular, digital heath.
While ROI is still an important factor that we need to measure, it is by nature transactional. In contrast, ROA is based on an ongoing relationship with the target audience, which inherently has the opportunity for increased customer value over time – providing you are successful at achieving longitudinal engagement.
Remember, when it comes to digital health, in today’s attention-driven world, ROA is the new ROI!
Lee Phillips is CEO and Co-founder of Bluedoor, a growth agency specializing in the digital health sector.