Many health providers can attest that vaccine distribution can be challenging. It takes a lot of moving parts to make everything work, not to mention the creation of a marketing approach to spread the word and motivate patients to get the vaccine.
COVID-19 is no different. While 60% of healthcare consumers indicate they are planning to get a COVID-19 vaccination, it’s imperative that your communications approach is solid in order for healthcare consumers to come to you for the vaccine.
Make a Plan
With any campaign, you have to have a solid plan in place to execute your marketing efforts. Pull in key stakeholders from multiple areas of your center, doctor’s office or hospital to see how you can work together on this plan so that all of your teams are on the same page. It also allows you to make sure no one is left out of the equation.
When you’re ready to share this plan with your staff, do it early enough so that you have enough time to address any concerns. Make sure that all expectations are set in place so that staff is aware of proper procedures and protocols when issues arise. By clearly communicating your efforts with your staff, you can effectively move forward and avoid major bumps in the road, even if plans change.
Stay Consistent with Messaging Across all Channels
As an industry, healthcare could learn a lot from the early days of the pandemic. While things do change with a virus we know little about, the messaging wasn’t orchestrated like it needed to be. The result was a lot of misinformation and confusion that led to a degree of public distrust.
It’s a perfect example of why patients value clear and consistent messaging. If your messaging isn’t consistent across all of your touchpoints, chaos will follow. Even a solid plan will fall apart if your communication isn’t steady.
So when you do spread the word about your vaccination efforts, have uniform information shared on multiple platforms including your website, social media, email newsletters, in-app messages, text, phone calls and even print letters, in addition to a message track for your staff to communicate to patients verbally. Include ads that direct patients straight to your website with more information. Your consistency will not only win you loyalty points with your current patients, but your transparency and efficiency will help you win new ones, too.
Align Communications with Local, State and Federal Updates
As you send out information to your patients, make sure you’re keeping a close eye on updates within your local community, your state and the federal government. As all of us have learned, plans can quickly change overnight, either with restrictions or additions.
Most, if not all providers, are already keeping a close watch on these updates, but they are important for you to keep in mind not just if you need to shift gears, but also so that they can be integrated into your messaging to build a stronger point in your content copy.
Utilize a Digital Health Platform
If there’s anything your organization is currently lacking, it’s extra staff time, let alone sufficient staff. You need a system that will do the heavy lifting for you without your team spending time sending emails or making calls to patients about the COVID-19 testing and vaccine distribution efforts. In this instance and to make your life easier for years to come, a digital health platform like the PatientBond Digital Health Platform is essential for keeping your head above water.
A digital health platform allows you to share information like this to healthcare consumers using various channels such as email, phone, text and in-app notifications and messaging. You can do this entirely automated so that you don’t have to worry about dedicating more time and money into something you don’t have the energy for, literally.
Automated communications to patients could include messaging about awareness of vaccine availability and scheduling, appointment reminder messages for dose 1 and dose 2 of the COVID vaccine, vaccine education/FAQ’s and follow-up after the vaccine administration to check on possible adverse reactions.
And with the PatientBond Digital Health Platform, you can hyper-target the content within your messaging to appeal to specific healthcare consumers using psychographic segmentation. This segmentation method uses a patient’s healthcare motivations to get them to take action on their health when they maybe wouldn’t have if the messaging had been the same for every patient. So, instead of only being able to convince certain patients to schedule a vaccination, you can get all types of patients eager to sign up. You not only help the community improve health outcomes, but you also have a much higher chance of building market share too.
As COVID-19 vaccine distribution ramps up, you can be ready and more prepared than other providers out there following these steps. No matter what lies ahead, you’ll stay on course.
Find out more on how to use the PatientBond Digital Health Platform as part of your COVID-19 vaccine distribution plan with our tip sheet.