By Gary Druckenmiller
In recent years, hospitals have become increasingly familiar with the merits of providing a superior experience to patients and consumers. Studies show that organizations with successful patient experience strategies see up to a 5 percent increase in new patients, a 15 percent increase in patient retention, and an 18 percent decrease in out-of-network referrals.
It’s no wonder why 81 percent of executives consider patient experience a top priority. And yet, many health systems haven’t created an actionable strategy that genuinely improves the experience across all touchpoints along the patient journey. In particular, they fail to acknowledge the importance of marketing communications and outreach in these strategies.
Even if patients are part of a vast health system, they expect experiences tailored to them as individuals throughout the care continuum. This is why health systems need the right technology in place to craft data-driven patient experience plans—messaging that directly addresses a patient’s needs both inside and outside the health system’s four walls.
By improving the patient experience with personalized communications and data-driven outreach, health systems enjoy increased loyalty and satisfaction, higher ROI, and improved margins. Here are a few strategies that health systems can employ to build an actionable, strategic patient experience plan:
Integrate the Right Technology
To design an effective patient experience strategy, health systems must first ensure that the right marketing technology is in place to reach patients at the right times, over the right channels.
Consider the following four solutions:
1. Healthcare CRM: A healthcare-specific customer relationship management platform (HCRM) is an absolute necessity for a successful patient experience plan. A HCRM is the centralized hub for all precision marketing. With an HCRM, healthcare marketers collect and compile data in a centralized location, monitoring important information such as recent communications, changes to demographic information, and clinical details and propensities. This information is key to crafting the hyper-personalized experiences that today’s patients expect.
In practice, a healthcare marketer may use the HCRM to understand the various touch points along the patient journey, including understanding which resources were engaged with before that first appointment was scheduled. An analysis as simple as this reveals valuable information as to which messages, channels, and tactics resonate with which demographic—and which are less effective.
The longer a patient stays within the health system, the more data is integrated into their CRM profile, setting the stage for improved targeting and a better overall experience, along with the ability to apply those learnings to other consumers in the same cohort or segment.
2. Marketing Automation: A marketing automation platform orchestrates the execution of personalized engagement plans. It allows healthcare marketing teams to send messages at the ideal time following specific customer interactions or touchpoints—for example, sending an email invitation to a diabetes management seminar the day after a user downloads an e-book about Type I Diabetes on the health system’s website.
It’s simply not feasible to deploy this type of patient nurturing campaign at a large scale without marketing automation software, especially since the data within a HCRM only grows more complex over time.
3. Patient Engagement Center: First impressions are everything—and often hospital call centers are the first interactions with consumers. To meet consumer expectations, call center representatives need to not only be personable, efficient, and conscientious, but they need to be proactive, demonstrating that the health system knows the caller, why they are calling, and can provide the best care. With that comes the need to prioritize first call resolution, as opposed to forcing the consumer to call back multiple times to ask follow-up questions.
To deliver proactive and world-class customer experiences, call center representatives need access to a dashboard containing all relevant caller information and proactive alerts about the caller. For existing patients, this includes details from the patient profile contained within the HCRM as well as clinical and demographic data sourced from the EHR. Other tools that provide insight into consumer data and marketing engagement history (even if the caller is not a registered patient) are also worth investing in.
4. Business Insights: With a business insights solution, healthcare marketers unlock the most valuable opportunities—such as a specific demographic, geographic market, or service line—on which to focus their initial patient experience campaigns. By examining a service line or geographic area with cross-sectional data, health systems begin to understand the basic needs and desires of this set of consumers.
They can then shape lists of target consumers that fit the ideal persona, supporting informed, hyper-segmented engagement campaigns with messaging that speaks to those needs and characteristics.
With the right technology, a health system ensures messages deployed across consumer touchpoints meet each patient’s needs. Using historical data to inform outreach, marketers improve patient experience while creating a seamless, convenient approach to care.
Create Personalized Patient Experiences
Personalization is one of the most effective ways to improve patient experiences. One of the easiest ways for healthcare marketers to leverage personalization is by simply asking patients and consumers what they prefer.
For example, they can indicate their preferred method of contact (such as phone, email, or text message) and set a time of day that works best to receive communication from their provider. Short online or emailed surveys are another great way for marketers to gather information about patient preferences and personalize campaigns accordingly.
Keep in mind, however, personalizing patient interactions helps build trust, but it’s important not to go too far. For example, if a consumer has passively searched online for oncology services, the call center representative should not mention their browsing history during a call.
Use Precision Marketing to Deploy Consistent Messaging
These principles apply to acquisition and retention. Once a patient has already converted to a health system, precision marketing campaigns continue to be effective in encouraging ongoing engagement with unique content.
These campaigns leverage HCRM-connected workflows that strategically guide communications, track engagements with marketing materials, and monitor a patient’s journey from, for instance, pre-screening to specialist consultation to surgical procedure.
This strategy includes integrating decision points that influence the patient’s journey based on their actions, or lack thereof. If a patient registers for an upcoming cardiology seminar, they should be included in cardiology-related emailing lists. These workflows don’t just allow the most relevant messages to be sent, they record these non-clinical engagements, and support patients in their healthcare journey.
Today’s consumers expect seamless, personalized interactions from all businesses with whom they interact—and this includes their healthcare provider. Unsurprisingly, patient experience recently became the centerpiece of many health systems’ strategic growth initiatives.
Healthcare marketers play a critical role in crafting a great healthcare experience, so it’s important they employ the right tactics to ensure positive interactions throughout the patient journey.
They must tap advanced marketing technology to organize and analyze information from all aspects of the organization, both inside and outside the health system. With a comprehensive view of patient needs and demographics and a deep understanding of the experiences that they value most, health systems will enjoy improved ROI, sustainable growth, and a sharp competitive edge.
Gary Druckenmiller, Jr. is vice president of customer success at Evariant. With almost twenty-five years of digital makeover efforts behind him, he functions as a lead business strategist, a digital marketing thought leader, and a C-level executive sponsor for all Evariant enterprise clients, primarily focused on advising health system leadership of opportunistic methods to find, guide, and keep patients for life.