Providing exceptional patient experience is critical in today’s healthcare market. Not only does a great experience provide value to the patient and their family, but it results in better health outcomes. Leading healthcare organizations have focused on customer experience for decades. As we see the push shift from volume- to value-based care, all healthcare organizations are having to pay attention.
A patient experience strategy involves all areas an organization and stretches far beyond just the clinical teams. The healthcare marketing team plays a crucial role in influencing patient experience and organizational outcomes. While many organizations have had to reimagine their patient experience strategies during the last nine months, some key best practices remain true. Below are four areas to include in your 2021 marketing plan as it relates to your experience strategy.
Use data to make decisions
To develop a strong strategy, you must first know the patient or your target audience – the who, what, where, when and why. Who is the patient, what do they need, where are they located, why do they need your service? Using data to make decisions ensures you are reaching the right audience at the right time with the right message.
Map your patient journeys
Consumers have more options today when it comes to healthcare and competition is intense. Organizations must develop strategies that include the entire patient journey from research and awareness to the appointment and follow-up care. Marketing and communication strategies must be super targeted and engage the patient throughout the continuum of care.
Communicate beyond the appointment to drive patient engagement
Healthcare consumers need personalized communication touch points after care has been provided. They’re hungry for knowledge, whether that means information on lifestyle changes, resources to help manage disease, or reminders for critical screenings. These communications create a stronger connection and relationship between the doctor and patient. For providers, this also means patients may make healthier choices, reducing readmissions down the road.
Cross-sell your services or programs
By cross-selling your services or programs, you show patients that you understand their wants and needs and want to help them reach their healthcare goals. This in turn improves loyalty, retention, and satisfaction. Letting consumers know the breadth and depth of your services and reminding them of that increases the likelihood they’ll come back to you for future needs.
The patient experience will be an evolving, constant priority for healthcare providers and marketers alike. Strive for progress, not perfection, and recognize that when you make improvements to this process, it’s good for patients and your team. For more information on Chartwell’s healthcare services, visit our website.