There's no doubt that the digital age is changing the way consumers interact with brands. A few years ago we were talking about how every brand wanted a piece of the social media action. Now most participate—but that doesn't mean all brands are harnessing social media and digital in general, very well. Rather than engaging consumers, many brands are still just going through the motions. Think about it. How many brands have you "friended" on Facebook and have since hid so you don’t have to see their status updates? I’m guessing at least one, probably more.

Surprisingly, one innovator is healthcare. The digital realm provides a fantastic opportunity for healthcare brands to meaningfully engage customers and to truly add value to their experience.

Many healthcare brands have effectively become purveyors of content and tools that empower patients to better manage their health. In doing so, these brands have become allies in their customers' and patients' quest to maintain a healthy lifestyle.

Other industries and brands would benefit from borrowing a page from the healthcare playbook. The best follow three general rules—which offer a good benchmark for any brand. The best digital tools and technologies:

1. Serve a specific need and have a real purpose for the user.
2. Are easy to use and efficient, even for the less tech savvy user.
3. Reflect the brand's position, promise or mission.

Take for instance GE's healthymagination. GE positions this portal as "A shared commitment to creating better health for more people. Together." It delivers on this promise with a plethora of tools, apps, and yes, even some educational tweets.

And how about Microsoft? Microsoft has taken an active interest in health with solutions for healthcare professionals as well as consumers. Microsoft claims that it is “committed to improving health around the world through software innovation.” It delivers on this promise with technologies like Amalga, which brings disparate data together to create a seamless experience for healthcare professionals in tracking and managing information. With HealthVault, Microsoft is creating the next generation of personal health management. Patients can organize, store, and share health information online. With a number of partners and apps, it’s a robust tool with a lot of potential.

But brands don’t even need to create a proprietary tool to add value for customers. How about the simple little text-based technology we like to call SMS? Many brands—from hospitals to pharmacies like Walgreens—are using SMS features to give patients appointment reminders, let them know test results are ready, or notify them that it’s time to pick up their prescriptions. Talk about a great way to add value to a consumer’s experience with your brand.

Conventional wisdom holds that healthcare is a sometimes slow-moving, conservative industry. However, in today’s digital world, it certainly is setting the bar for some interesting interactive tools and technologies—and for using digital in a way that is truly meaningful and valuable to consumers.

Amy Meyer is a strategist for the Siegel+Gale Los Angeles office.