How to Create the Perfect Consumer Healthcare Strategy
As we near the end of the year, you might be thinking about how to adjust your approach so that you’re bringing in more patients and generating revenue for the next year. Your current strategy might have been due for a revamp prior to COVID-19. Now, it’s long overdue for an update, especially during flu season.
Consumer behavior has changed and the PatientBond Consumer Diagnostic is perfect evidence of that. They want more out of their healthcare and for providers to adapt to the changes in the wake of the pandemic. If this is what you’re integrating within your consumer-driven healthcare strategy, that’s a good start.
Understand Your Consumer
Today, consumers want more from their healthcare from every part of the process. And just like many other industries that have consumer-focused strategies, PatientBond uses psychographic segmentation to help providers build market share and produce revenue. Psychographics help you determine what your patient’s top priorities are based on values and lifestyles to determine their health motivations. In other words, using psychographics helps you get your patients to pay bills, make appointments and come in for annual check-ups.
PatientBond’s psychographic model is made up of five health consumer segments, ranging from proactive to reactive on their health, and are determined using a quick classifier. From there, you can determine the needs of each patient based on their segment, which allows you to build market share. This hyper-targeted approach also allows your organization to quickly generate revenue.
Whether you use psychographics or not, getting a good understanding of your customers is important. Without it, you don’t know which direction you need to go. It’s the foundation of your consumer-driven healthcare patient engagement strategy.
Determine Your Patient Acquisition Approach
What have you been doing to get patients in the door, virtually and in-person? You might look at what you’re doing now and think it isn’t enough.
If you have one, utilize a platform like a PatientBond Digital Health Platform, which can manage the entire patient journey, including patient acquisition. It can utilize various communication tools to send reminders to patients about scheduling appointments for important check-ups. Patients can even message their doctor on quick questions. The PatientBond DHP has the added bonus of integrating psychographics into this approach, making the platform more effective.
Reviews are another avenue to acquiring new patients and maintaining loyalty among your current patient population, whether they’re on Google, Yelp, Healthgrades or social media. Many patients consider reviews before choosing their health provider and they are a big factor in bringing in new patients. Many reviews are on social media sites, which is why it’s important to consistently post on these platforms.
And if you aren’t already, try a mix of advertising locally. Billboards and radio ads are traditional options, but in the world of digital, ads on Google and social media work exceptionally well. Sponsoring local events, including virtual events like walks and races, will make you stand out, especially during the pandemic when organizations are in need of virtual event sponsors. You need to continue to advertise and put your name out there so that when patients are looking for a provider, you’re the first thing that pops up.
These options improve patient loyalty in a more virtual world while keeping your current patients.
Prioritize Patient Experience
No matter how a patient is interacting with you, whether it’s in-person, online or a mixture of the two, the experience should be consistent and positive.
We mentioned it earlier, but a digital health platform is a good option for achieving a positive experience online. The PatientBond Digital Health Platform can handle the entire patient journey from the beginning to the end so that everything is in one place, including bill pay. For an in-person experience, especially amid the pandemic, safety should be a top priority along with flexibility and convenience.
Most importantly, everything should be simple and prompt like scheduling an appointment, getting a cost estimate, finding out a test result or finding the right doctor. A patient shouldn’t have to put more effort than you are into this, or they will find a different provider.
The patient experience not only impacts whether a patient will come back but also impacts your ability to bring in new patients through word of mouth and reviews. Aim for an experience that delivers glowing recommendations, not so-so or negative reviews. How you make a patient feel can go a long way, good or bad.
The patient engagement process doesn’t end when the appointment ends. Follow-up communication like a patient survey and a reminder to schedule your next check-up, flu shot or follow-up appointment is the way to go. Ease patients into the payment process and make it simple, easy and offer multiple payment options. Ask patients to review you on Google, Yelp, Healthgrades and social media platforms.
If you’re going to do these things, the best time to do it is when they have an appointment. As the saying goes, you have to strike the kettle when it’s hot and strategically contact patients after their appointment based on their psychographic preferences.
The consumer healthcare cycle should be a never-ending process with patients picking up where they left off. Letting it slip will slowly hurt your bottom line, but a solid consumer-driven healthcare strategy will help you build a better system now and in the future.