Bridging the Digital Experience Gap: What Telehealth Can Learn from Banking and Retail in the Nordics and Germany

Introduction

Germany, Denmark, and Sweden are recognized for their high digital literacy and trust in technology, with banking and retail sectors that set the standard for seamless, user-centric digital experiences. Yet, telehealth adoption and satisfaction in these countries lag significantly behind banking and ecommerce, despite the population’s readiness for digital engagement. This digital experience gap presents both a challenge and a transformative opportunity for healthcare leaders: by learning from the proven strategies of banking and retail, telehealth can be reimagined to better engage patients, improve satisfaction, and drive better health outcomes.

The Digital Experience Gap: Telehealth vs. Banking and Retail

In Germany, only 12% of people have used telehealth services—one of the lowest rates globally—while in Denmark and Sweden, the figures are higher but still modest at 21–29%. In contrast, nearly half of consumers in the Nordics have accounts with digital-only banks, and a majority shop online regularly. Satisfaction with digital banking and ecommerce is high: over 70% of Nordic consumers are satisfied with their bank’s website or mobile app, and 60% are satisfied with their online shopping experience. Telehealth, however, sees lower satisfaction and slower growth in future intent, especially among older adults and women.

Why Are Banking and Retail Winning the Digital Experience Race?

1. Seamless Omnichannel Journeys

Banks and retailers in Germany and the Nordics have invested heavily in creating frictionless, integrated digital journeys. Consumers can move effortlessly between web, mobile, and physical channels, with consistent access to services and information. In banking, satisfaction with digital channels is high—over 70% in Denmark and Sweden. Retailers offer easy navigation, fast shipping, and real-time inventory, with 60% of shoppers citing fast delivery as a top driver of brand choice. These sectors have mastered the art of making digital interactions intuitive and reliable.

2. Personalization and Proactive Engagement

Personalization is a hallmark of digital banking and retail. Consumers expect—and receive—tailored offers, financial advice, and product recommendations. Over a third of Swedes want personalized offers from online retailers, and 36% seek personalized financial tools from their banks. This data-driven approach builds loyalty and increases engagement, setting a high bar for digital experiences.

3. Trust and Transparency

Trust is foundational in these sectors. Traditional banks leverage decades of customer relationships, while digital challengers win with transparency, security, and competitive pricing. In retail, trust in data security is critical: 60% of shoppers will abandon a cart if they do not trust a brand to protect their data. Banks and retailers communicate clearly about data use and empower customers with control over their information.

4. Breadth and Convenience of Services

Digital banks and retailers continually expand their online offerings—everything from account management to customer service, rewards, and even cryptocurrency tools. Consumers want to manage all their needs in one place, and these sectors deliver, driving high satisfaction and loyalty.

Telehealth: Barriers and Opportunities

Despite the digital maturity of consumers in Germany and the Nordics, telehealth faces unique challenges:

Best Practices: What Telehealth Can Learn from Banking and Retail

1. Build Seamless, Omnichannel Care Journeys

2. Personalize the Patient Experience

3. Proactively Build Trust

4. Expand and Streamline Digital Services

5. Continuously Measure and Improve

Patient Expectations: What Do Patients Want?

Across Germany, Denmark, and Sweden, patients express a clear desire for:

Actionable Steps for Healthcare Leaders

  1. Co-create digital solutions with patients: Involve patients, caregivers, and providers in the design process to ensure platforms are intuitive and accessible.
  2. Leverage data for personalization: Use patient data (with consent) to deliver tailored experiences, reminders, and recommendations.
  3. Invest in omnichannel integration: Enable patients to move seamlessly between digital and physical care, ensuring consistent access to information and support.
  4. Prioritize transparency and education: Provide clear, upfront information about digital services, privacy, and data use. Educate patients to build digital literacy and trust.
  5. Automate and streamline operations: Reduce manual processes to free up staff for higher-value interactions, such as personalized support for complex cases.
  6. Continuously gather and act on feedback: Use patient insights to refine digital offerings and close the experience gap.

Conclusion: Seizing the Opportunity

The digital experience gap between telehealth and other sectors in Germany and the Nordics is not inevitable. By adopting the proven strategies of banking and retail—seamless omnichannel journeys, personalization, and trust-building—healthcare providers can transform telehealth into a core, high-satisfaction channel for care. The opportunity is clear: consumers are ready for healthcare experiences that match the best of digital banking and retail. The organizations that deliver on this promise will lead the next wave of digital health transformation.

Ready to close the digital experience gap in healthcare? Publicis Sapient partners with healthcare leaders to design and implement patient-centric, digitally innovative solutions that drive engagement, satisfaction, and better outcomes. Let’s start your transformation journey.