Healthcare Marketing in 2019: Understanding the Patient Experience
What is the patient experience and how do you manage it? How do you meet the interaction expectations of patients and their families? Building this process is called healthcare digital experience management (DXM).
Healthcare DXM is an extension of a patient’s physician, a supplement used to minimize fear and pain or prompt change by providing information and solutions of value to individuals with an illness, individuals with concerns and people with the desire to improve their health.
The development of a healthcare digital marketing strategy, the actualization of the strategy, and the choice of software, app or platform — the technology —is the essence of marketing through healthcare digital experience management (DXM).
While customer care is important in every industry, it is exponentially magnified in the healthcare system. Three critical elements to every marketing strategy are needed to make a DXM valuable to both patients and the healthcare provider responsible for the DXM service.
1. Cover Entire Healthcare Cycle
The full customer journey lifecycle is key when telling a complete story and keeping customers attached to a brand for longer periods of time. Gone are the days of the customer purchases a product or pays for services, the product or services are delivered and the customer is no longer a concern to either the marketer or the company.
With patients, the entire journey is even more important. A healthcare digital experience management strategy must account for the length of time a patient may need attention, the number of ways a patient may need help and the countless services a healthcare provider can offer a patient.
With patient questions about pre-diagnosis symptoms, about what to expect when a diagnosis is reached, about medication and treatment options and about post-illness care or surgery, the list of information and services a healthcare provider can offer through a digital experience is nearly limitless. A marketing digital experience management strategy must reflect that.
2. Patient-Driven Content
So extensive is the list of possible services a healthcare provider can offer through a patient experience system, it can be difficult to know just what information and services to offer. The best strategy is to let patients decide.
(Is there a good example of someone doing this? I think if we could reference something it would be nice here)
Patient-driven content does two things. First, it helps both the marketer and the healthcare provider limit the information and services provided to only those that are relevant. Second, patient-driven content assures customer satisfaction, one of the primary concerns of a marketing strategist.
By giving patients the content they want, the information is personalized. Personalized information is key to reducing the stress and anxiety of not knowing what to expect. That is what patients want more than anything, to know what to expect, to know what they are going to experience.
It is a healthcare marketer’s job to know what patients and customers want. Let them tell you.
3. Select Appropriate Platforms
Each healthcare provider must determine what is important to its patients or clients.
(Can we add some platform examples or an example of how this works here? )Something to just explain this idea a little deeper and make it understandable)
In order to ensure a positive patient experience, it is the marketer’s job to determine how to deliver that information as a digital experience. Each healthcare provider must determine what is important to its patients or clients.
Whether the marketing strategy is B2B or business-to-consumer (B2C), and whether it is through social media, digital signage, healthcare apps, direct-to-doctor data transfers or another form of marketing digital content, determining what platform and what strategy to use is the key to successful DXM.
Selecting the appropriate platform is even more important than content.