Showing posts with label #influencer. Show all posts
Showing posts with label #influencer. Show all posts

Tuesday, January 19, 2021

COVID-19, Patients, & Digital Healthcare, Leveraging the Obvious - 10 Steps for Marketing

COVID-19 and the innovation that continues to rapidly evolve in patients' access and comfort in using digital healthcare can be transformational for the hospital. For example, the pandemic has placed the patient in charge of when, where, and how hospital services are utilized.  Suppose for a moment that the pandemic has taught patients how to change utilization behavior. In that case, telemedicine and digital healthcare teach that one only needs a hospital for a few medically necessary services that cannot be provided in a freestanding ambulatory center.

Image by Gerd Altmann from Pixabay

The fourth wave of the digital healthcare transformation is an opportunity for the hospital.

The patient is increasingly in control. Patients control their health and health data through wearables, mobile health platforms, telemedicine, and self-tracking devices. Patients have experience expectations based on previous non-healthcare digital experiences by selecting the most appropriate digital healthcare type.

What does it all mean for marketing the hospital?

In the fourth digital healthcare wave, hospitals need to be transforming from a group of static services to the view that hospital services are living and liquid with precise engagement and service expectations.  In the fourth digital wave, the leverage for new market positioning is there to take for hospitals who understand that services are liquid with different patient expectations.

Image by Gerd Altmann from Pixabay
10 Steps and implications for fully understanding the fourth wave of digital healthcare for hospitals. 

1.       Spend the money for market research to understand how the market segments, primarily how the Silver Surfers use digital health, the internet of everything, and their expectations around those channels. 

2.       Understand the experience, expectations, messaging, and perceptions of the hospital or health system digital brand. Does it meet the expectations uncovered in the market research? 

3.       View the hospital's digital brand as liquid. Hosptial leadership, physicians, and clinicians should view most hospital services not as static provided in-person in a single location, but as liquid which can be provided in any number of digital channels.  

4.       Learn from other industries, such as Amazon, Apple, Uber, and competitive innovations, that the patient has and is transferring to the hospital. Learn and emulate. 

5.       The patient moves quickly between mobile, online, wearable, and smartphone devices with expectations for a seamless digital experience.  Can the hospital or health system deliver on the expectation? 

6.       Development the internal marketing educational programs for all staff levels about the fourth digital wave. Include what it means when the patient is searching for providers and how they use the hospital's digital experience. It's not just an excellent wireless experience. 

7.       The more difficult but now essential transformation is from the hospital-centric business model to a patient-centric model. 

8.       Marketing needs to lead the active use of digital in establishing the patient experience and engagement. Digital is where patients live and expect to be engaged seamlessly across all digital platforms. 

9.       Focus marketing efforts on the hospital brand and value proposition along with value-focused communications on outcomes, experience, and expectation. 

10.   Listen to the patient digitally. What a patient or their family says in person, is often, a very different picture of what they say in the digital world. 

Hospitals have courageously innovated and changed to meet the patient needs during the ongoing COVID-19 pandemic. There is no letting up now. The next great transformational leap awaits.

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow, American College of Healthcare Executives. An expert in healthcare marketing strategy, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide and is considered an established influencer. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com. 

Connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, TikTok, Flipboard, and Triller.

Signup for the e-newsletter Healthcare Marketing Daily and have the latest healthcare marketing and business news for providers and vendors delivered right to your mailbox daily. Add your email address in the signup on the sidebar.

For more topics and thought leading discussions like this, join  Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.

The opinions expressed are my own.


Tuesday, January 5, 2021

When Patients Begin Searching for Hospital Price Information, what is Your Response?

Beginning on January 1, 2021, patients should be able to search a hospital or health system website for the prices on 200 standard procedures. Mandated by CMS in 2020, the purpose was to provide a measure of price transparency for patients and consumers when seeking medical care.

Image by Niek Verlaan from Pixabay 

What happened?

In randomly searching the internet on hospitals and health systems websites for pricing information, I found a confusing maze of information.  In all cases, the ability to find and search the information was difficult at best. I know my way around a website, search terms, and the internet as a healthcare provider and vendor marketing professional.  If I have difficulty finding, searching, and using the information to decide, how is a consumer or patient?

Kudos to any hospital or health system that provided an experience that made the information easily accessible, searchable, and user-friendly.

I am sure that over time with prodding from CMS, the ability for a patient to search for a hospital or health systems website for pricing information on 200 standard procedures will improve and be easier to find, more user-friendly, with a better user experience.

Price transparency and a good user experience is not a question of if but when.

Image by Free-Photos from Pixabay

How is the healthcare organization preparing for the eventuality?

In answering the question, there are four strategic dimensions for managing the patient's price search for consideration. 

1.       Marketing Plan - How are you positioning the hospital and the newly available price and shoppable services information in the market, i.e., what the detailed marketing plan? 

2.       Engagement Plan - What are your key messages that need to be delivered to patients and the community? What channels- digital, social, and traditional will be used to provide the key messages? 

3.       Experience Plan - What are the training programs and Q&As created to equip the employees who will most likely face questions from patients and the community regarding your prices and shoppable services? 

4.       Crisis Communications Plan -What are the talking points you will use to defend higher prices in services than your competitors? What are your talking points when you decide to raise your lower process to those of a competitor?

These four dimensions of the patient price information puzzle are not an afterthought. They should foster a much-needed critical strategy discussion and tactical marketing execution in the age of price transparency.  As much as we would like, patient pricing information cannot be left to the "we'll deal with this if any questions come up" strategy, because we made it so difficult to find and use.  Pricing and shoppable service information is becoming a strategic imperative that is an essential part of the organizational, business, financial, marketing, patient engagement, and experience plans.

If it's not, then don't talk about how patient or consumer-focused you are; either walk the talk or don't talk.

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow, American College of Healthcare Executives. An expert in healthcare marketing strategy, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide and is considered an established influencer. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com. 

Connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, TikTok, Flipboard, and Triller.

Signup for the e-newsletter Healthcare Marketing Daily and have the latest healthcare marketing and business news for providers and vendors delivered right to your mailbox daily. Add your email address in the signup on the sidebar.

For more topics and thought leading discussions like this, join  Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.

The opinions expressed are my own.