3 Marketing Technology Methods to Increase Patient Engagement
We know that patients who take an active role in their health have excellent outcomes, higher overall satisfaction, and reduced healthcare expenses.
Developing an environment beyond clinical treatment that incorporates a digital culture of wellness to promote productivity, practice efficiency, and perceived value is fundamental to driving patient happiness.
It also entails improving communication, personalization, and interaction with patients.
The continual development of processes to suit your patients’ expectations and needs are crucial to improving and redefining the patient experience by offering first-rate, patient-centred care.
Identifying your patients’ preferences and goals will enable you to spot and capitalize on chances to improve comfort and alleviate pain, resulting in a stronger patient-provider connection.
This article will define patient engagement and lay down top-level techniques for staying connected to your patients outside of traditional clinic boundaries and between lines of treatment you give.
What’s the Distinction Between Patient Experience and Patient Engagement?
The care patients receive significantly impacts their experience, as do other variables often overlooked in healthcare settings, such as customer service.
Patient experience refers to a patient’s overall pleasure with their encounter with your office, which is often beyond your control.
On the other hand, patient engagement refers to how patients take control of their healthcare.
What activities do they take to ensure that they have a say in their healthcare? What resources, technology, and programs are available to help patients, carers, and families take a more active part in managing their long-term health and wellness?
Patient engagement is a triangular synergy between the physician, the patient, and the practice.
If you are plagued by low patient engagement in your practice, it is wise to look for social or environmental issues affecting patient fulfillment and engagement.
Patient engagement incorporates patient-provider interaction and meaningful engagement.
Steps for Driving Patient Engagement
Your clinic or hospital system’s patient experience must be more appealing than the competitors and comparable to savvy consumer enterprises outside of healthcare digitally. So, what can you expect from such modern patients, and how can you satisfy their demands?
Step 1: Think about your digital experience
Regularly reviewing your patient’s experience, as well as the comfort, ease, and connectivity options offered by your competitors is critical to your future success.
For instance, most patients start their journey via search. Thus, it’s vital to ensure your site is optimized for search engines.
If a patient finds your hospital or clinic through a review site and visits your website on a mobile device, the following are the questions you must answer:
- Is our website compatible with mobile devices? What is the average time it takes for a page to load? You may lose a potential patient if your load times are longer than two seconds.
- Is it convenient for a patient to schedule an appointment online? How many steps are involved, and can any of them be skipped?
- Is there a variety of ways to communicate, such as texting, chatting, calling, and email?
- Are all of the conversation starters mentioned above being monitored at the moment? What happens, for instance, if a chatbot is unable to respond to a query? How quickly do SMS and email inquiries receive a response?
Ensure a Consistent Digital Experience
As you calibrate the user experience your hospital system or practice provides, you’ll find that the portals and tools in your marketing technology stack may assist you in improving it by automating many of the procedures.
However, it would be best if you first connected them so that they can communicate data. Securing your IT stack with simple integrations isn’t tricky.
Step 2: Make the Patient Experience More Personal
Ensure the connections you build with your patients are relevant and personal, regardless of the mediums you use to send advertisements.
You may provide patients with a delightful experience by offering them the information and insights they want using general data from your CRM. You can customize patient interactions in HIPAA-compliant ways by sending:
- Blog posts and e-books on themes that they are interested in
- Brochures about treatments, new technologies, and services
- Patient portal invites, regulated forums, and support groups
Prepare to Make your Patient Communications more Personalized
If you’re eager to engage patients on a more personal level, a content customization tool should be included in your marketing technology stack.
Essentially, you’ll need one that can extract all of the first-party data stored in your connected devices and automate the distribution of targeted communications and activities across numerous channels.
You can buy high-quality third-party data from various organizations if you’re missing specific data attributes that you’d like to use to tailor marketing.
Step 3: Make Contact with Patients Through their Preferred Methods
Your patients want to communicate with your hospital or clinic through the media channels they prefer.
Using a multi-channel strategy and embracing more media channels ensures that your patient communications and marketing initiatives reach the right people. If you’re not sure how to contact your patients, ask them via new patient forms.
Consider sending a simple survey to current patients regarding preferred communication methods, which is an excellent way to secure opt-in approvals and assure data compliance.
Cross-Channel Engagement Use Cases
Communication channels can be utilized to offer a variety of patient messages, including, but not limited to:
- Reminders, confirmations, reschedules, and cancellations of appointments
- Changes in staff schedules and calendar updates
- Health-motivational campaigns
- News, recommendations, and statistics about health and drugs
- Preventive interventions, chronic care needs, and other educational information
- Information on new products and services, as well as updates and recalls
- Secure codes for accessing private data and picking up medicines
- Refills, pick-ups, shipping, and reorder notifications
- Health fair invitations, regional screenings, events, and care groups
The Bottom Line
The engaged patient enjoys better outcomes, lower healthcare expenses, and overall happiness in the long run.
The more you can create a culture outside of the clinical setting that connects both patients and providers through a digital culture of wellness, interaction, and customization, the better your patients and practice will be.
Patients want experiences that are more tailored to them.
Keeping them engaged outside of the office, leveraging technology, and using the appropriate language to start driving your points and treatment plans home is one of the best ways of delivering.