We know what you’re thinking: the last thing anyone wants to think about is another healthcare crisis. Believe us when we say we couldn’t agree more.
Unfortunately, the reality is that we don’t have that luxury on a consistent basis. If anything, COVID-19 showed the healthcare industry that it didn’t have “preparing for a health crisis” among its top priorities. But as the situation improves and the dust settles, it’s ideal to re-evaluate procedures and make improvements where they make sense.
But first, let’s look at where to start.
Have a Plan
It’s safe to say that most providers at this point have a plan if they encounter another health crisis, but has it been tweaked based on the later stages of the pandemic? Maybe not.
It’s been over a year since COVID-19 hit the world and a lot changed over the course of 2020 and beyond. You may look at your communication protocols and tighten them up due to how easily misinformation spreads. Or, you could modify based on how well physicians, doctors, nurses and other staff know the protocols. You may notice that you aren’t as connected with other providers in your area on how to tackle the community response and want to build those relationships.
Whatever you’re looking to improve, it’s imperative to reassess current plans on a regular basis as the healthcare industry continues to evolve.
Patients are more eager than ever to use the latest patient engagement technology. If providers have the ability to upgrade their services with the latest technology, they should take full advantage of it. The pandemic is proof of that.
Utilize all marketing channels at your disposal to your advantage to promote your new service offerings. You could do this front and center on your website and patient engagement app or send an email or mail newsletter listing out your offerings. Texts tend to get incredible open rates and are well worth adding to your overall marketing strategy.
Of course, you’ll want to modify your messaging when you can so that it not only fits your target audience’s engagement preferences but also so that it motivates them to use your services like telehealth appointments, wearables or home diagnostics.
With PatientBond’s psychographic segmentation model, you can get a good understanding of what motivates a patient to take charge of their health based on their values and attitudes. You can also determine what communication preferences they have based on that, too. The model allows providers to hone in on their messaging to patients in a way that’s personalized without them knowing it.
PatientBond identified five distinct psychographic segments, each with a different approach to healthcare and requiring a different engagement strategy to optimize results. In a national market research study on COVID-19, PatientBond found that two segments were especially interested in being prepared for the pandemic by their providers and were much more likely to switch primary care physicians or hospitals if they felt it would help them be better prepared. Identifying these segments among a patient population and engaging them with the appropriate education will help promote patient loyalty and prevent turnover.
Keep up the Digital Experience
We learned a lot about adapting the patient experience in real-time in 2020 and integrating digital more than ever. But just because it was a necessity before doesn’t mean you should shelve the concept.
If anything, it’s best to expand your options. Utilize a digital health platform to integrate your digital patient engagement offerings under one roof. It makes it easier for patients to connect with you by making it accessible and personalized all in one place, which makes them more willing to utilize your services.
Personalized patient experience is here to stay and there are options out there, like psychographic segmentation, to make it tailored for any patient. But you can take it a step further with a wealth of marketing insights within PatientBond’s Insights Accelerator™. This tool allows you to look up healthcare marketing insights catered to a provider’s needs, allows them to see real-time data of local healthcare consumers with rich market research insights. While other healthcare marketers constantly tinker with what works, providers that work with PatientBond can automatically have this within the digital tools they already use. And, it works relatively well relatively quickly.
Whether it’s now or a little later, take advantage of any opportunity you can to adjust your healthcare crisis plans. And for providers who need a bigger boost through marketing insights, contact us today to learn more about the Insights Accelerator™.