Estimated read time: 3 minutes
As with any new technology, getting patients to adopt telehealth as an alternative to traditional in-person doctor’s visits can be challenging. However, if you focus your marketing efforts on educating your target audience you could increase your program’s marketing ROI. Here’s how.
As the cost of healthcare goods and services is expected to grow twice as fast (2.5%) over the next seven years, when compared to the previous decade (1.1%), consumers are looking for affordable healthcare alternatives. The greater level of immediate convenience and ease of use that telehealth provides makes it a prime candidate to revolutionize how patients access care. By enabling health providers to connect with patients using a host of online and virtual technologies, telehealth offers many key benefits, including:
- Reduced rates of burnout and turnover among medical providers
- Increased quality of care for patients throughout their journey
- Enhanced reinvestment to improve healthcare infrastructure
- Greater access to rural communities to get basic medical care
- Higher cost savings for both patients and medical systems
- Improved healthcare outcomes for chronic and disabled patients
- Faster medical care and treatments available to patients
Yet despite the intrinsic benefits that leveraging technology can offer patients in managing their health, taking an education role in your telehealth marketing campaigns is a must-do to overcome common objections. As with any new technology, addressing the objections and fears of how telehealth works, its reliability, and its accuracy in helping to support patient health goals will be key in driving adoption.
When crafting a winning marketing campaign, it is essential that you provide educational content in your messaging that is tailored to speak to these three common questions.
Can I really trust telehealth services?
Providing your company’s protocols to safeguard consumer information and medical diagnosis during a virtual appointment is critical to proving that telehealth is a viable option. For older patients, who may be technology-resistant, offering them materials that explain how telehealth works can be effective in empowering them with the information they need to feel comfortable using telemedicine.
How easy is it to navigate?
Leveraging your existing patient base to try out your new telehealth services is a great technique to generate user testimonials. The more new patients can read about the ease of use of your telehealth system by other patients, the higher the rate of adoption you will be able to achieve. Featuring detailed case studies or inviting patients to share their experiences on social media are also efficient ways to showcase a high level of convenience.
Will telehealth work for me?
Studies have found that patient health outcomes are improved measurably by using telehealth services. This could be due to the higher, more focused time medical providers spend with each patient, rather than using patient time to engage in small talk conversation. Additionally, with no commute or waiting times required, patients are able to enter the patient-provider interaction with less stress and frustration, making the overall experience more enjoyable.
Answering these three common questions is one small part of the larger telehealth marketing strategy. In addition, to increase your marketing effectiveness, you must ensure that the key benefits of your telehealth services program are tailored to the appropriate target audience. For example, the benefits that may appeal to a working parent with young children may be different than what key benefits may attract a college-aged student. Therefore, if you take a one-size-fits-most approach to telehealth marketing, you could easily sink much-needed marketing dollars into campaigns that do not resonate with the right audience segments.
Seek first to provide information to educate your patients, and then position your content on the online channels they use to drive them to take action. Need help creating strategy and content around educating patients on your telehealth offering? Send me a note.