It’s the consumer demand for the Amazon experience that is beginning to drive expectations and experience in health care. Secondary to the headline question is, are healthcare providers prepared for that new marketing reality?
Like anything in life and business, some are, but the majority is not. But be that as it may, it would seem that healthcare consumer or patient engagement is not a part-time or some of the time activity comprised of hit or miss events. My goodness, there are over 147 engagement and experience touchpoints with the insured consumer and patient with the hospital or health system. So when all of the interruptive outbound marketing that goes on with silly messaging of we have the best doctors, our nurses care more, etc., no wonder the insured consumer and patient roll their eyes during the engagement and experience process when reality meets fantasy.
What engagement should be viewed as is the opportunity to create, foster, and nourish a one-on-one relationship that is enduring with those individuals and families.
A scary proposition for some healthcare organizations as it means being accountable and responsible to those you serve and meeting their needs by delivering on the brand promise day-in and day out
After all, healthcare is a $2.8 trillion dollars business, and the competition from traditional and nontraditional providers will only get more intense. The healthcare consumers will spend more than $350 billion out-of-pocket for insurance premiums, co-pays, and deductibles. Providers that can engage will become the go to destinations for healthcare that will not only survive the storm but prosper as well.
Providers now live in a retail medical market. Though others will tell you that it’s all about experience, that’s just cover for the old ways of doing business and telling you what you want to hear. It’s now about four dimensions-, price, outcomes, engagement, and experience. Focusing only on experience with your marketing communications and campaigns is a prescription for failure.
So what to do?
Here are nine engagement strategies you need to employ:
1. Integrate your engagement solutions. That means information is delivered seamlessly so that the health care consumer can interact with you any way they want when they want too.
2. Marketing should be using both push and pull messaging. Messaging needs to be relevant to the audiences at the point in time it’s needed that is personalized, customized, and aware of the cultural heritage and influences tailored to them.
3. Incentives and motivational techniques will be necessary to keep patient engaged. That doesn't mean cash. Look to the gaming industry for gaming technology and gaming prediction for ways to participate without money. Be creative. Look outside healthcare for ideas, tools, and techniques to engage.
4. Create a sense of community. You have to compete, and one needs to feed the beast. The hospital has not yet tipped to be a cost center from a revenue center. That day will come but not for a while yet. Get into the inner circle of the audience and become the trusted advisor. It's not just about loyalty. Shape the behaviors to the point where they will recommend unconditionally.
5. Know the audience and with whom one is speaking too. This is back-to-basics CRM understanding the gender, age, integration of risk assessments, culture, etc. One cannot engage the insured consumer or patient unless there is intimate knowledge about them, their needs and how to tailor the information.
6. Test and measure. No time to be reactive in approaching and engaging. The only way to can figure out if it's working is to test and measure in a very methodical way.
7. Use technology. We live in a world of technology, and you need to run a multifaceted, highly integrated campaign. With social media, smartphones, web, text messaging, mobile messaging, etc., eighty percent of consumers want the option of interacting with a healthcare provider via their smartphones. Forty-one percent of healthcare consumers use social media to make vendor choices. The healthcare consumer and patient are inviting healthcare organizations to engage them all the time.
8. Know the influence of culture on behavior to engage.
9. Time it right, and add value. If you health messaging is not resonating with the healthcare consumer or patient when they receive it, then one has lost them. Communicate relevant messages to a committed patient right before healthcare decisions are made. before.
If you can come to grips with the market reality that a hospital is needed for three things -emergency care, intensive care, and treatment for complex acute medical conditions, then you’d get away from the nonsense that is senior leadership driven that goes in hospital marketing today. Focus on engagement and experience so your more than three things to the insured consumer or patient.
Can you hear me now?
That's why you engage all of the time.