Do you know how important it is for your medical practice to provide holistic health and wellbeing support? If you haven’t begun offering these programs yet, you could be inadvertently missing out on an effective patient loyalty strategy.
Patient Loyalty & Holistic Health
A new survey has shown that 84% of healthcare consumers say they’d be more loyal to their providers if they were given support outside of the clinical setting. Specifically, respondents were looking for stress management, nutrition, weight loss and other similar programs. The study also indicated that consumers are more likely to turn to their healthcare providers for this support, rather than their insurance companies, employers or pharmacies.
This research suggests that many patients are beginning to care more about holistic health. They want to focus on their overall well-being instead of a single illness or an annual checkup, and they want their providers to support them in their short- and long-term health goals.
One of the best ways providers can encourage holistic health and well-being is to understand healthcare consumers’ goals and motivations. If you know why a patient’s health is important to them, you can deliver well-crafted messages via their preferred channel and at the ideal cadence to motivate and empower that person to take better care of their health.
An increased emphasis on holistic health not only drives patient loyalty but also helps patients become and remain healthier. This focus, in turn, can decrease healthcare costs for health issues like heart disease and diabetes. Holistic health can make up a large portion of a person’s preventative care.
Psychographic Segmentation & Holistic Health
By taking the time to understand healthcare consumers’ needs, goals and preferences, you will be one step closer to providing your patients with the kind of holistic healthcare they desire.
One of the best and easiest ways to learn more about healthcare consumers is by using psychographic segmentation. Our proven and proprietary model places consumers into one of five groups based on their shared attitudes and behaviors:
- Self Achievers: The most health proactive and wellness-oriented. Self Achievers invest in their health and appearance, are among the least price sensitive when it comes to healthy products and healthcare services; and they are driven by achievement and success.
- Balance Seekers: Also proactive with health, nutrition and exercise, Balance Seekers are open to many approaches to wellness, but they like to explore options and are more likely than other segments to use alternative or holistic medicine. They are independent and place less emphasis on physicians and other healthcare professionals.
- Priority Jugglers: Reactive in healthcare for themselves, but proactive in getting care for their loved ones, Priority Jugglers tend to sacrifice their own wellbeing out of duty and dedication to family and friends.
- Direction Takers: Reactive but relatively high utilizers of healthcare. Direction Takers seek directive guidance from healthcare professionals and respect credentials, but they're not passive direction followers. If a doctor or nurse cannot frame a recommendation in a way that makes sense to them, Direction Takers may not be adherent.
- Willful Endurers: The largest segment, Willful Endurers, are the least engaged in healthcare. They live for the moment, and unless a healthcare provider can help Willful Endurers understand how they can immediately benefit from a recommendation or request, they are less likely to follow through.
Simply by giving your patients a short survey, you’ll gain insights on their segment , which helps you create the best possible messaging to inspire action and drive patient loyalty.
Holistic healthcare is most effective when it’s tailored to individual patients and delivered continually — not just at annual checkups. Depending on your patients, you could offer supplemental support through a series of emails. Each month, your practice could send personalized messages that inform patients of a different holistic health matter, whether that’s healthy sleep, hydration or nutrition. By using messaging and wording that is optimized for that patient’s psychographic segment, you’ll be able to capture their attention and appeal to their unique preferences.
As patients become more invested in their overall well-being, they also start to prioritize tracking and analyzing different types of health data. For example, they may be interested in step count or sleep quality, both of which can be tracked on popular wearables. Healthcare providers can offer holistic health support by informing consumers which information to track and how to track it, as well as discussing the patient’s findings during their appointments. In turn, patients feel not only empowered but also heard and understood.
By improving engagement, you also improve loyalty. Healthcare consumers who receive relevant, personalized messages that provide value and help them enhance their overall health are more likely to continue visiting your practice. Patient loyalty is largely driven by connections and relationships, and spending the time to discuss what matters to your patients, like holistic health, will set your organization apart.
For more on psychographic segmentation and how it can drive patient loyalty at your practice, download and read our case study.