This is the first in a series of blog posts that explore the impact of COVID-19 on patient journeys. This series will take you to understand the changes that affect each step of the patient’s journey and provide strategic suggestions for moving forward. In this article, we explored the role of healthcare marketing in attracting and re-entering patients back to care.read The full white paper is here.
The healthcare industry has shifted to digital-first operations overnight, which makes marketers and patient engagement teams at the core of the new patient-provider relationship. From helping patients browse online services and contactless care to providing timely information about COVID-19, active communication has become a matter of life and death.
Now, the challenge has changed again. As more and more patients move, change jobs, and change health plans, healthcare providers must strengthen their marketing efforts to welcome new consumers and reconnect with existing consumers. Finding new strategies for effective communication and providing consumers with the right services at the right time will be the key to financial recovery after the pandemic. Here, we look at four opportunities that healthcare marketers and patient outreach teams can incorporate into the post-pandemic script.
Opportunity 1: Get your records directly before investing in a new healthcare marketing strategy
As the patient’s condition changes, many people find that their health records are out of date. The address is incorrect. The insurance record is incomplete. Some people accidentally set up duplicate accounts when registering for online services. For providers, this exacerbates the challenge that existed long before the pandemic—finding ways to ensure accurate patient identity.
A recent survey by Experian Health It was found that patients welcomed the provider’s active outreach, even though many people said their provider did not do it. Nearly half of the providers said they want to do this, but inaccurate or incomplete patient data will be a hindrance.
Unless providers can verify that the information they provide to each patient is reliable, investing in marketing and outreach strategies is a waste. Identity management tools, for example, can confirm the names, addresses, and other demographic details of existing patients and patients who have recently moved to the area-correctly matching their information at every number and face-to-face touch point.
Opportunity 2: Develop a personalized patient outreach strategy based on consumer insights
Next, the provider can enrich the patient’s identity in the following ways Consumer data from the original source Get a full understanding of who their patients are.When providers can confirm who their patients are, what they need, how they spend time and money, and how they like to communicate, they can develop personalized outreach strategies to Improve patient acquisition and retention.
For example, providers have new opportunities to provide patients with telemedicine services in their preferred language. Experian provides 196 language codes that can be applied based on the patient’s personal data, so you can connect the patient with the right doctor.for Patients who have just arrived in the area, Communication that reflects their lifestyle, preferred channels and personal interests will help maintain loyalty and provide a better customer experience.
The consequences of switching to online and digital medical tools have been polarized, with some patients hesitant to use unfamiliar tools. Others expect more complex digital experiences to match their interactions in retail and entertainment. Knowing which camp a patient agrees with will help your patient outreach team determine which tools and guidance to provide to which patients.with Consumer view, You can distinguish your services from other medical systems that compete for the same consumers and provide a tailored experience of participation.
Opportunity 3: Use data on social determinants of health to reduce the risk of readmission
Know whether your new and existing patients are Social determinants of health (SDOH) can also help customize outreach communication. This can help them overcome access challenges and reduce the risk of readmission. Knowing whether patients are at risk of missing appointments or difficulty following the care plan due to food insecurity, isolation, inconvenient transportation, cultural exclusion, or financial constraints, can help providers point them to relevant community plans and financial support.
by understanding Patient barriers, Providers will be able to communicate with patients more effectively. For example, talking to people who have unexpected short-term financial difficulties due to losing their jobs in a pandemic is very different from talking to people who have been unemployed and low-income for many years.
Opportunity 4: reschedule deferred care through the marketing online scheduling platform
Seven out of ten Patients postpone or cancel treatment during the pandemic. Providers must figure out where these patients are and what their (possibly more serious) healthcare needs might be. Re-establishing and rebuilding relationships with these patients is essential to encourage them to come back for treatment.
The marketing team plays an important role in raising the visibility of non-coronavirus health issues, rescheduling care time and returning to pre-pandemic health care routines. Third-party data can fill the gaps in patient identity, so providers can identify specific needs and concerns, Determine the best contact information For every patient, and re-engage effectively. Online scheduling platform Will be particularly important. These platforms can help patients reschedule appointments at their convenience, connect them to telemedicine services, and overcome some practical barriers to care.
Learn how Experian Health can help Your organization can access new data sources and understand how your patient community has changed at the individual level since March 2020. By combining identity management software with accurate consumer insights, your marketing and outreach teams will have everything they need to attract and retain satisfied consumers.
Download our white paper Learn how other steps in the patient’s journey have evolved since the emergence of COVID-19.
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