Estimated read time: 3 minutes
As technology revolutionizes how empowered healthcare consumers interact with medical providers, finding ways to enhance the patient experience and improve healthcare outcomes is top priority. Here’s why telehealth is on pace to upgrade the patient journey.
With healthcare consumerism on the rise, patients are now more empowered than ever with direct access to medical information, treatment plans, and pricing transparency to take full control of how their health is managed. As patients approach healthcare from a consumer perspective, researching options, comparison shopping, and utilizing viable medical alternatives, medical providers must find ways to engage patients online across all of the digital channels they are currently using. Taking a singular approach to marketing won’t suffice as the empowered health consumer will likely need to experience a brand on social media, through targeted search engine results advertising, with email campaign nurtures, etc. before being compelled to try a new telehealth service.
It is equally important for healthcare marketers to approach patients as consumers who are willing to do their due diligence before making a healthcare decision. In this way, patients are not passive in how they manage their healthcare, but instead want to be viewed as equal partners who have complete control over their health outcomes. Therefore, utilizing a multi-layered digital marketing approach to attract and stay top of mind for your target audience(s) should be a top priority.
The importance in successfully marketing your telehealth services is not rooted in what to do, but instead in why it can enhance the patient experience.
By positioning your brand as an industry leader and providing comprehensive medical information and content for consumers to read, share, and interact with on search engines and social media, you can strategically enhance brand engagement.
How do I best reach my target audience?
To best reach your target audience when they are actively searching for health-related content, it is essential to employ a content marketing strategy that is geared toward disseminating relevant and easily consumable information. In this regard, you are able to help patients better manage their own health and improve their overall health outcomes by keeping them informed about their medical condition or other various healthy living options. Through the use of social media communities or by creating mobile applications to keep consumers connected with healthcare providers, you can further engage consumers and build a loyal brand following.
In fact, by leveraging various telehealth services, researchers have found that it can increase patient health outcomes by 20% over traditional medical care visits. With greater patient access to medical care around the clock, telemedicine can decrease the number of recurring illness and hospital readmissions for chronic disease patients by 71%.
Likewise, when patients are empowered to directly connect with specialists through video conferencing or urgent care phone assistance, chronic illnesses can be better monitored without having to travel and compromise the health of the patient.
Where is telehealth headed?
Thanks to the passage of recent medical pricing transparency laws, the healthcare system as we know it is likely to enter a pricing war over the next decade. And, the brands that can effectively utilize digital marketing strategies to clearly convey their value proposition will be rewarded with an unshakable advantage in the industry.
Because as a fragmented market pushes prices lower, the best way to attract the empowered healthcare consumer will be dependent on which provider can offer the greatest convenience, at the best price, with the highest level of care.
Are you looking for some help coming up with a marketing plan that differentiates, creates awareness, and ultimately drives adoption for your telehealth option? Send me a note and let me know more about your project.