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Checking-in on Check-Ups: 3 Tactics to Advance Patient Communication in Healthcare

Female doctor showing something on a laptop to an older male patient

It’s back-to-school season, which means it’s also check-up season for healthcare providers. While kids and teens tend to make up the bulk of the patients this time of year, it’s a good time to re-evaluate all patient engagement practices and see where improvements can be made. For some providers, that could be a complete overhaul, especially coming out of the pandemic.

Whether you’re doing check-ups for kindergarteners for school or parents for their annual exam, here are three tactics providers can utilize to advance their patient communications.

3 Tactics to Advance Patient Communication in Healthcare

1. Personalize Patient Communication with Psychographics

Before providers make small changes to their patient engagement strategy, consider broader goals and determine if a bigger change is necessary. One sweeping change could be all it takes to fix other, smaller problems that contribute to a larger one.

For instance, patients may not be receptive to messages surrounding their annual check-ups, but it could be because the proposition isn’t framed in a way that resonates with patients; after all, a one-size-fits-all approach will fall flat with many patients who are motivated by different things. Psychographic segmentation could be the answer. Psychographics take a look at deeper motivations among healthcare consumers, like their ideals and beliefs, to determine what will convince them to take care of their health. These segments are ranked from most proactive about their health to least.

Channel preferences also differ among the psychographic segments across topics of communication. Let’s take the previous example of annual check-up messaging. One segment, Priority Jugglers, is statistically more likely than any other segment to prefer getting check-up reminders via email whereas Willful Endurers are least likely among all segments to prefer this channel.

Preferred Way of Receiving Information from Healthcare Provider - Reminder for annual check-ups

General Population

(n=5000)

Self Achievers

(n=1032)

a

Balance Seekers

(n=775)

b

Priority Jugglers

(n=586)

c

Direction Takers

(n=743)

d

Willful Endurers

(n=1864)

e

Email

40.1%

 

44.1%

e

40.5%

e

51.4%

abde

45.1%

abe

32.3%

If providers use the same format for contacting patients, the message may resonate well with some portions of the audience, but completely alienate others. This also applies to the time of day it’s sent, message frequency, supplemental channels, etc.

Through the PatientBond Insights Accelerator™, providers can access these healthcare consumer insights plus demographic data and heat-mapped data that can further increase the chances of patients engaging with provider communications.

The goal is to help providers better understand their immediate healthcare consumers so that they can communicate well with them, and consumer science is shown to do this.

2. Keep Patient Communications Consistent

The best way to communicate with a patient is to share the right message on the right channel at the right time. At this point, most providers should use digital patient communications to help with everything from readmissions reduction, building patient loyalty at urgent care centers or other provider institutions and improving health outcomes. Without personalizing patient communications, messages get lost or ignored.

The key to good communication is staying consistent. When communications are all over the place, messages lose their focus and credibility. Tone, delivery, frequency, the platform, look and feel all make a difference when communicating a message well. Incorporating psychographics can make it much easier since the segment motivations are also consistent with the tone, frequency and look. 

3. Incorporate Digital Workflows

Thanks to PatientBond’s unique capabilities, it’s easier to incorporate complex and dynamic workflows into patient engagement systems that don’t require a single bit of coding on the provider’s part. Providers can make the patient journey as personalized as they want it to be and track all touchpoints so that every patient response is tracked in real-time, and all the programming is handled as a managed service by PatientBond.

The fact is that good patient communication leads to better patient engagement. Learn more in our most popular whitepaper, Psychographic Segmentation and its Practical Application in Patient Engagement and Behavior Change.



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