Patient centered full continuum care management
Healthcare organizations recognize that they must focus on the entire care management lifecycle. To do this they must target communications around healthcare offerings. Example: a company started a marketing campaign to target woman age 30-50 for their cosmetic procedure. Shortly after the campaign launched, the company realized a better target for their procedure is males over the age of 65.
Organizations must also extend this life-cycle focus and care management content across multiple channels. Google Think surveys found that 76% of patients were using hospital websites for research, compared to 32% using TV, 20% using magazines and 18% using newspapers. Of patients who found physicians and private practices on their mobile devices, 44% scheduled an appointment. Year-over-year the number of consumers using mobile devices to search for healthcare services increased 22%. 52% of smartphone users gather health-related information on their phones.
It’s imperative that healthcare organizations understand what content should be delivered to each audience segment, and across the appropriate channel.
The social/digital connection with physicians:
Patients are leveraging social, and so are physicians. This photosharing app for providers is a great example . Like Instagram so providers can share cases (anonymously) and get provider feedback. http://edition.cnn.com/2015/02/10/tech/figure1-photos-medical-app/index.html
The following quotes summarize this succinctly;
Social engagement is no limited to the major channels like Facebook, Twitter, and LinkedIn. To meet regulatory risk concerns some organizations are building their own social platform that physicians can use to self-educate and engage with one another. You can’t control the conversation but you can be a part of it. Utilize your advocates. Be authentic. Remember that response is important.”- Shannon Hartley, Managing Partner, Healthcare Industry Leader Rosetta
“Not responding to a social post is like not answering the phone. Some of our biggest mistakes were underestimating the volume as well as the commitment around the activity required. Develop a digital scorecard. Measure engagement. Evaluate the volume and response. Begin to understand the sentiment around both your organization and your competitors.” - Darren Rodgers, SVP and CMO Healthcare Service Corporation
Alignment/employment physician who understand today’s healthcare environment
Jackson Healthcare adopted a “give more than we ask” attitude which resulted in strong physician relationships and an engaged community. With marketing automation technology you can better emerge as a Thought Leader. Survey and identify trends amongst physicians. Drive Community Development. Recognize the best practices and successes in your community. Engage by Giving More than Getting. Connect with research and proven best practices
Optum has achieved what many organizations struggle with, they have successfully engaged with the C-Suite. When launching their new Accountable Care Solution they revamped their content marketing efforts. By identifying and mapping their content journey, Optum has connected, and engaged, with key decision makers by delivering the information they're most interested in. And they've done this using a smart form strategy. By developing a unified content journey consisting of 6 pieces, Optum established themselves as a trusted advisor in the arena of health reform. Optum also focused their content efforts. They targeted their content on organizations that were chosen by Medicare to participate in its Pioneer ACO pilot and its Medicare Shared Savings Program. These efforts resulted in a 700% improvement in sales accepted leads.
Monitor physician relations advancement of hospital strategies and Monitor 360-degree physician activity
Healthcare organizations are working to access a 360-degree view of their relationship with the physicians. Organizations should track all activities related to the physicians, their affiliations, issues, comments and preferences and their referrals. This information should be captured within CRM systems but also passed into marketing cloud technology to dictate segmentation and personalization.
By capturing the explicit and implicit information across the integrated systems, organizations can monitor the performance of physician liaisons and referring physicians by viewing reports and dashboards. Analyze this data to understand how liaison activities are leading to referrals and commercial value.
“As quick as the patient wants information and feedback, physicians want it faster. More and more physicians are using their mobile devices. Clinicians are having text conversations with physicians via their mobile devices. You must also commit understanding the needs of the patient in both content and content delivery. For example, don’t overemphasize the value of videos. Healthcare wants to build a video for everything, but videos don’t engage the patient. Videos are often boring and disenfranchise the patient.” - Margaret Coughlin, SVP and Chief Marketing and Communications Officer with Boston Children’s Hospital
Support Your Decisions With Data. Healthcare organizations can finally obtain that data insight to make smarter business decisions. By capturing and analyzing an individual’s Digital Body Language across all channels, companies cannot only develop that sought after universal profile but also understand things like cost of recruitment efforts, cost of acquiring new physicians, and effectiveness of their communication outreach across regions.
Organizations can also begin to understand revenue potential. You can see programs are not only driving the most engagement, but are also the most revenue. You can also begin to understand which resources have the greatest potential to grow revenue and which are generating the greatest return on investment. In short, you can identify which resources and programs to invest in.
Through the development of strong content, unification of digital channels, and focus on data forensics healthcare organizations can grow revenue, increase quality without sacrificing volume, recruit and retain physicians, and make strategic business decisions based on fact, not opinion.