Sweden and Denmark are recognized as global leaders in digital transformation, with their banking and retail sectors setting the benchmark for seamless, user-centric digital experiences. Yet, despite high digital literacy and trust in technology, telehealth adoption and satisfaction in the Nordics lag behind these other industries. For healthcare executives and digital transformation leaders, this gap is both a challenge and a significant opportunity: by learning from the proven strategies of banking and retail, healthcare providers can reimagine telehealth to better engage patients, improve satisfaction, and drive better health outcomes.
While nearly half of consumers in Sweden and Denmark have accounts with digital-only banks and a majority shop online regularly, telehealth usage remains comparatively low. In Sweden, only about a quarter of people report having used telehealth services; in Denmark, the figure is just over one in five. In contrast, over 50% of Swedes and Danes have digital-only bank accounts, and more than 60% interact with their banks primarily online. E-commerce is similarly entrenched, with nearly 90% of Danes and Swedes planning to maintain or increase their online shopping frequency.
Satisfaction levels reflect this divide. 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.
Nordic banks and retailers 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, over 80% of Swedes and Danes are satisfied with their bank’s website, and nearly as many with their mobile app. Retailers offer easy navigation, fast shipping, and real-time inventory, with 60% of shoppers citing fast delivery as a top driver of brand choice.
Personalization is a hallmark of digital banking and retail in the Nordics. 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.
Trust is foundational in Nordic digital services. Traditional banks leverage decades of customer relationships, while digital challengers win with transparency, security, and competitive pricing. In retail, trust in data security is a key factor: 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.
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.
Despite the digital maturity of Nordic consumers, telehealth faces unique challenges:
The digital experience gap between telehealth and other sectors in Sweden and Denmark 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. Nordic 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.