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

Tuesday, October 13, 2020

The Importance of Communicating the Value of the Hospital During a Pandemic- Not Features

With the resurgence of COVID-19 combined with the start of the flu season and colder damper weather, and so much uncertainty, conflicting viewpoints, gaslighting, and outright false facts in society, how is the hospital and health system communicating value?

Image by Yogesh More from Pixabay

Why value and not features, benefits, and awards?

Patients and the community are scared, and there has been a loss of trust exhibited by patients not returning for care at pre-pandemic levels. With so much uncertainty, is it time to move healthcare marketing beyond "all about us" to the value and benefit brought to the patient and community?

Unless you are a new provider in the market, features and services or vague quality and excellence claims may be falling on deaf ears. 

Image by Tumisu from Pixabay

It's about value, benefit, price, and convenience on the patient's terms in today's world.

It's about answering the patient's question of trust and benefit of using you. 

In today's world, you need to have a compelling value proposition with messaging that provides clear and understandable benefits to patients.

Enter Value Marketing

Value marketing makes the case to your patients how you are their partner in solving their medical problem, offering a solution, giving results, and even make them satisfied to whatever extent possible.

Value marketing is about a creative exchange between the patient and the hospital in the marketplace. It is a dynamic transaction that continually changes based on the patient and community needs compared to what the hospital, or physician for that matter, offers.

Change the message from communicating what is done every day to the value and benefit of medical services and the positive impact on health.

Instead of talking about programs and services that everybody else has, talk about the value and benefits of those same programs and services and what they bring to the patient, i.e., outcomes, price, experience, and convenience.

As an alternative to saying we have the latest high-tech gizmo, talk about the value and benefit of what that latest most fantastic high-tech gizmo brings to the patient.

As a substitute to just communicating the Best Hospitals or 100 Top Hospitals awards for care, for example, talk to your patient and community about the value and benefit of that award by putting context around the content.

Stop talking at your audiences, speak to them by providing meaningful content that has context, delivered to them when they want it, on the device and format desired—message patients by offering value-based solutions to their healthcare needs. 

Image by Lisa Caroselli from Pixabay

The patient desperately wants to trust and return for care. But they need proof it's safe. They need to know the value and benefit for them, not the hospital.

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 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 Connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, and now TikTok. The opinions expressed are my own.

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Saturday, January 24, 2015

Can healthcare providers become customer focused enterprises?

There has been a lot of buzz this past week in industry publications, about hospitals and health systems seeing customer-centricity as being a viable business strategy for growth and success.  It began with the American Hospital Association meeting reported in the article Treating Patients as Consumers is a Growing Strategy, H&HN January 21, 2015, by Paul Barr.

But let’s expand the discussion from technology and service development focus, to catch up with the market shifting to a semi-retail model of medicine, driven by market innovation and the influence of more sophisticated healthcare consumer, to what it means absent the innovation and hiring people from consumer-focused retail industries.

What does it mean to develop and execute a strategy to treat patients as customers?
It’s not an easy question to answer.  I have worked for enough hospitals, health systems, and vendors in leadership positions to live through the declarations of customers or even sales centricity. It’s more than hiring new talent. It’s more than just catching up and using technology more efficiently.  It is a whole lot more than declaring it’s all about the customer.

It all starts with the culture.

Customer centricity doesn’t happen overnight, especially in healthcare enterprises that have had an internal instead of external focus. It isn’t driven by technology, though that is a tactic and solution. It’s not just a one and done training program. It’s not a line in the business or strategic plan.
 It really starts and ends with the culture and focus of the organization.

An organization can not treat patients or healthcare consumer as a customer, nor be successful in the endeavor if the very soul of the healthcare enterprise leadership, focus, and culture is not devoted to the customer.

It’s all about the healthcare consumer or patient. The only thing that matters is meeting the needs of the patient or the healthcare consumer.  It’s not about the hospital or health system in many ways.  Focusing on and meeting the needs of the customer is the single most important trait and hallmark of successful companies. And that lesson I learned from working at Walgreens corporate. Walgreens is on to something when you look at a $76 the billion-plus international retail company, transforming into a health care company.

The singular focus on meeting the health care needs of the healthcare consumer or patient, or shopper for that matter, brings growth and revenue. Period.

Are you really ready to make that transformation? And I ask that question because in healthcare nothing is ever really new. I can remember from the 1990s when hospitals and health systems were throwing the words “patients as customers” around like they were M&Ms. So here we are and its 2015, still talking about customer-centricity around the healthcare consumer or patient.

The healthcare enterprise can talk all it wants about treating patients as consumers. But unless it starts with the cultural transformation and a singular focus on meeting the needs of the healthcare consumer or patient, then all the technology, new hires, new clinical programs and delivery of care is just another expensive undertaking.

The more things change, the more they stay the same I guess.

Sunday, August 3, 2014

Can Google Glass improve the patient experience?

Hospitals and health systems, after some early adapters innovated in the use of Google Glass by physicians in the ER and with in-office patient examinations and treatment, by  having real time consults with specialists, are slowly moving to the use of this innovative technology. Which begs the question for me; can Google Glass be used to improve the patient experience?  

If you think about a physician wearing Google Glass and transmitting data and images, then why not make the leap and consider giving the healthcare consumer/patient or even family member/visitor for that matter, the same technology to use during an inpatient or outpatient encounter?

The health consumer/patient experience is not linear. It is the sum total of every individual experience across the healthcare encounter that occurs. There are a lot of steps in the patient experience and mostly the analysis is all retrospective – market research, patient interviews, focus groups, patient satisfaction data etc. And the patient experience improvement process is usually focused on one or two aspects of the patient experience, not the entire encounter.

Now consider for maybe the first time, the availability of using an innovative technology developed for the general public, used by the patient to provide real-time data on the patient experience from the eyes of the healthcare consumer/patient.  Powerful.

Instead of looking at one single aspect, you can gain valuable insight into the entire experience while retaining the ability to zero in from the data on one aspect to the patient experience. Contemplate for a moment Google Glass use as a potentially good way to find out how nurse’s, physician’s and other caregiver’s are engaging and talking to the patient.  Could even discover which caregivers are or are not washing their hands pre and post encounter?  What would it means to have the availability of real time data from the patent from their view and what happened when the patient fell?

Seems to me that there are some great uses for Google Glass for improving healthcare, be it the experience or treatment.

Now that being said, the naysayers will probably use HIPPA or some advice from attorneys about risk and exposure that a hospital or health system can’t give Google Glass to patients. I could see some valid concerns, but nothing that cannot be overcome.

After all it’s about improving the experience and care isn’t it?  Or is it still in one’s mind all about the hospital or health system, and not the healthcare consumer/patient?

Google Glass may be just the prescription the doctor ordered.

The fastpitch softball season has come to a close as well as my daughter’s 10 year playing career. Hope springs eternal that she will change her mind and play in college.  The 16U A USSA Fastpitch Softball World Series in Overland Park, Kansas as a lot of fun. Alex pitched well and went 3-2 in games she pitched and the team went 4-3 overall.  The official results have them ranked in the top 20 in the 17th spot out of 40 teams.  Pretty good really!  Now on to college visits, high school graduation and a new chapter in her life.  Now where did I put that honey do list?