One of the topics that hospital and health system leadership
has on the plate for 2016 and the foreseeable future is a brand, consumerism and engagement. Though ranking
lower than other concerns, it’s never the less requires critical business issues understanding with appropriately designed
responses for survival in a retail consumer-driven medical market.
Let’s look at healthcare consumer and patient engagement first
this week.
Healthcare consumer or patient engagement is a complex
undertaking that cannot be in the pigeon-hole bucket of a simple answer or technological
solution. There is no one size fits all.
But there are three buckets to look at
the engagement efforts to put a useful frame
of reference of what is needed.
I think the illustration below conceptualizes the interrelatedness
of the challenge. The complexity of the situation arises
given that at any one time, the individual will occupy a different place
in the model and moves freely from one to the next and vies verse, requiring
different types and levels of engagement,
Some may argue that provider loyalty does not necessarily fit in the model. I would argue that from a marketing view
related to ACOs, medical homes, network referral and utilization of services, risk
and value-based contracts, that engagement failure to produce brand loyalty has
significant financial consequences. Also for one’s consideration, is that today it
is possible for a healthcare consumer to put together their network of care and
for the most part never step foot on a provider inpatient or outpatient service.
Engagement is a one-on-one relationship
building exercise that is continuous regardless of the healthcare consumer or
patient’s place in the model.
And as written before, in today’s consumer-focused retail medical market an
individual is only a patient one-third of the time one receives treatment or ongoing care. Pre and post treatment,
they are back to being a healthcare consumer where one can build lasting and enduring provider brand loyalty. And that my friend comes from highly
efficient and effective engagement efforts that meet the engagement needs of
the individual.
The literature for years now shows the value of an engaged patient which is more compliant in treatment
plans, is more highly satisfied, less likely to sue and even when the medical
outcome is not optimal, still feel that they have quality medical experience.
I would postulate
that in a retail medical market engagement with the external healthcare
consumer is just as important as a single focus on internal engagement by the
provider.
There is no one size fits all technological solution, techniques
or messaging to the approach to the issue of consumer and patient engagement. It will take multiple solutions and methods
based on the need of the healthcare consumer market or individual.
For more topics and
thought leading discussions like this, join Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.