Make Your Hospital Stand Out in the ACA Landscape
Hospital executives and other health care professionals are highly focused on the Patient Protection and Affordable Care Act (ACA), and how it will impact their businesses and the health care strategy decisions they are making during its implementation.
For now, health care stakeholders are focusing on how the new legislation directly affects their own decision-making. However, the most effective health care strategies also take into account how consumers make their decisions and, more importantly, the sources they seek out for trusted information.
Keep in mind that two patients may enter a hospital for similar treatment, but have gone through very different processes to get to that point, and their interpretation of the hospital visit experience can also vary widely.
Important for a hospital executive to keep in mind is that a brand is not a logo or a tagline or a catchy jingle. The brand is the total experience that a consumer has with a product or service, so in marketing a hospital one needs to consider customer service, the environment, efficient teamwork and provider/patient communications. Again, the recipe for a superior experience can differ depending on the consumer being engaged.
Hospitals can better refine their health care and marketing strategies when they take these kinds of factors into account.
The c2b Consumer Diagnostic study and c2b solutions’ proprietary consumer psychographic segmentation model enable health care providers to better connect with their patients by analyzing how patients search for medical information and seek treatment.
The following data provide insights into how different consumer segments prefer to be engaged with health related information.
Identifying and Interpreting the Different Types of Health Care Consumers
Balance Seekers (Health Proactive, wellness oriented)
- Ninety-five percent Balance Seekers visit health-oriented websites.
- Balance Seekers are also the most developed with regard to smart phone app usage.
- Consumer Review sites are also important to Balance Seekers.
Willful Endurers (Health Reactive, live day-to-day)
- Family physicians are the most important source of health care information.
- Peer influencers are also important, as they listen to trusted family and friends for advice.
Priority Jugglers (Health Reactive, focuses on others)
- Priority Jugglers also prioritize peer and family sources for information.
- Priority Jugglers join Balance Seekers as the most likely segments to have a smart phone.
Self-Achievers (Health Proactive, prioritizes health)
- Three-fourths of Self-Achiever respondents hold their personal physician as the most credible authority for their care.
- Self-Achievers are highly developed against health information sites but lead all segments in visiting health insurance and pharmaceutical company sites.
- Self-Achievers are also the top utilizers of magazines.
Direction Takers (Health Reactive, Considers health care professionals as authority, needs directive guidance)
- Direction Takers are the most deferential towards physicians, as 86% agree that their personal physician is the most credible authority for their health and wellness needs.
- Half of Direction Takers do not own a smart phone and are under-developed in app usage.
Once you are able to understand how your patients are seeking information about health care, you can better position yourself to reach them.
Additional Data about Health Care Information Sources
There are a few general points of data to keep in mind as you ponder what media to leverage in targeting your audience:
- Sixty percent or more of the respondents across the c2b Psychographic Segments visit health-oriented websites.
- Most respondents have a desktop computer and most respondents across all c2b psychographic segments also have a laptop computer.
- WebMD.com and MayoClinic.com enjoy strong traffic among Balance Seekers and Self Achievers.
- Half of the respondents regularly read magazines.
- Certain psychographic segments are more likely to participate in social media and are heavily invested in being peer “chat leaders.”
In addition to health care information sources, marketing to the various psychographic segments should also take into account:
- The segments’ preferred role of healthcare providers, including Primary Care Physicians, Specialists, Nurses and Pharmacists
- Prevalence of health conditions among the segments
- Health insurance coverage among the segments and their ability/willingness to pay
- The segments’ attitudes toward the Affordable Care Act
- Many other variables captured in the c2b Consumer Diagnostic
Take Away Thoughts
How health care providers communicate with their patients, what they say, and the delivery platforms they use to communicate have become increasingly important in the digital era and even more crucial in light of the changing health care landscape.
To stand out from the competition, care providers must maximize the impact of their health care strategies by leveraging consumer insights and speaking to the patient as a decision-maker.
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