Where is the closest clinic? What are the symptoms of flu? What should I eat after getting my wisdom teeth removed?

Have you recently run an Internet search looking for a health care specialist or searching for a healthcare solution? Don’t worry. You’re not alone. 1 in 20 Google searches has a healthcare focus because we’re already programmed to see technology and healthcare working hand-in-hand.

Unfortunately, not all results are created equal. It’s easy to tease Web MD when it has the uncanny ability to diagnose a cough or a stomach-ache as a deadly disease. I mean, there’s no smoke without fire, right?

However, the situation is changing, and we’re becoming more active and knowledgeable consumers of digital healthcare. We’ve developed new expectations and desires for networking solutions that answer trust and complexity issues. Healthcare disruptors aiming to concoct a panacea for these challenges face monumental challenges as brands—for example, negotiating the extensive girth of the sector and individual privacy concerns.

The experience is changing for a few reasons:

  • Consumer tools and applications are moving away from calorie and step counters to accurate biometric readers, providing critical metrics that doctors and issuers can act on. Technological improvements and reductions in costs mean that an untapped population will provide the most compelling economic draw for innovation.
  • Our population, which is used to instant and seamless services, is driving change because we expect a certain level of service, the same as we would from a restaurant, bank, retailer or hotel. Aren’t you surprised more hasn’t been done?

Last year, Google made digital healthcare a little more palpable when it researched, designed and curated the search results for 400 commonly searched medical conditions. Although there is a long way to go, we’re increasingly getting thoughtful analysis up front.

Healthcare is decades behind other industries and professions. Since the creation of WebMD, solutions, and inventions have only made the online healthcare experience more confusing and complex for customers. Patients face a myriad of devises and applications that make highfalutin health benefit claims. These solutions are merely measuring sticks. They’re like owning an old-fashioned blood pressure arm cuff; they’re entertaining toys, but not meaningful digital healthcare tools for the medically uninformed.

In an attempt to gain control over my nutrition, I tested the iOS and Android app, My Fitness Pal, which allowed me to track calories consumed by inputting food and calories burned by measuring exercise. The app gave me a picture of the calories and nutrients I was and wasn’t getting, however, it failed to make an impact on my behavior and therefore my health. As a healthcare consumer, I needed a value-based solution, not a metric based one.

Companies endeavoring to solve healthcare issues need to provide tailored solutions, which work for the individual whether they need it once every five years, once a quarter or once a week. The opportunity for digital healthcare brands is to create services and products that are tailored around the patient.

AirBnB’s solution to short term rentals works perfectly for someone who may need it once a year or for someone using it for every business trip because it simplifies the transaction, assists with choice and supports flexibility. Likewise, people get sick or need healthcare consultants at widely different intervals, but many digital solutions create a high barrier to entry by being too demanding.

When I moved to London, I left the network of healthcare professionals that I relied on in Washington, D.C. If it were not for my mother-in-law’s recommendations, I might have run an Internet search for physicians and dentists in my area. But I’m skeptical and desensitized to online reviews; living near a doctor doesn’t make it the right medical practice for me. Half of the Millennial generation live someplace else to where they were raised—the demand for a simple solution is clearly there.

In London, one startup is changing the engagement that patients have with medical professionals. The company, Doctify, is simplifying the scheduling and referral process by digitizing and unifying procedures. The family doctor might be a dying breed, but Doctify realises that fast and familiar experiences can come from compounding data. They describe themselves as the “Uber for doctors.”

CVS Health, one of the largest retail healthcare companies in the U.S., took a different route to digital healthcare with the introduction of its retail solution, the Minute Clinic. This walk-in solution makes minor healthcare needs from a vaccination to sports medicine accessible. While this solution simplifies the consumer experience, healthcare can still be complex and scary, and the Minute Clinic hasn’t yet plugged into the holistic healthcare experience that a family doctor still provides, but they’re working on it, and the Minute Clinic attests to the rise in consumer-friendly healthcare brand experiences.

In healthcare, it isn’t about solving a single issue; it’s about changing the way we engage with the system. To succeed, disruptive healthcare brands need to hide complexity, assist with selection and increase flexibility. Go beyond the expected to create unique and customizable experiences. As healthcare moves into our devices, it’s only going to succeed if it feels more accessible, more immediate and more helpful—not just gimmicky. Simplify the experience by focusing on the healthcare value we really need.

Alexander Dale is a strategy intern with Siegel+Gale.