In this episode of the OccuTalks podcast, Kamil Folkert is joined by Jakub Gierszyński, Director of E-commerce and Marketing at POLMED. Previously associated with Decathlon, Sephora, and Apteki Melissa (Melissa Pharmacies), Jakub shares how mechanisms known from product-based e-commerce can successfully be applied to healthcare services.
Go to videoFundamental rules – such as a simple purchasing process and clear communication – remain unchanged. In healthcare, however, the challenge lies in building trust and loyalty when the customer is buying a service tied to health and a sense of security.
Artificial intelligence drives personalization and process automation, and in healthcare it can also help forecast demand for tests, consultations, or rehabilitation. A potential direction for the future is the creation of a Polish “marketplace for health.”
Designing the patient journey online requires a focus on loyalty, convenience, and individual needs. Differences in customer behavior – from beauty and sports to health – show that service-based e-commerce must ultimately deliver profitability while offering a simple, intuitive, and trustworthy experience.
