The 3 C’s of Health Consumerism

Summary:

The cost savings, reviews, and patient experiences that make up your telehealth brand play a major role in its success.

As the Nation comes off of the heels of the historic coronavirus pandemic, how consumers are handling their medical care has become a critical focal point for health and wellness brands. With safety being of paramount importance for health consumers moving forward, marketing your telehealth services can give you a highly competitive advantage within both the local and the national health markets.

The key to consistently standing out in the already saturated telehealth industry, is to tap into the three C’s of healthcare consumerism that are powerfully influencing how consumers are choosing telehealth providers.

Convenience. In today’s hyper-convenient, online landscape, consumers have become accustomed to having what they need and want at their fingertips. With mega e-commerce retailers such as Amazon who have redefined how consumers shop, it would be remiss for telehealth providers not to find ways to make their services even more convenient for the time-strapped patient. Telehealth already lowers the time barrier and opens up immediate access to health services for patients, no matter how far they are from their health provider. However, convenience must go beyond just the modality of care to include more convenient hours (both offering night and weekend options) as well as making telehealth appointment booking seamless and within the patient’s control. A recent study found that 80% of patients will switch healthcare providers solely based on the convenience one offers over the other.

Care. While convenience can often persuade consumers to try your telehealth services, the best way to increase the likelihood of recurring business is rooted in the level of care you provide. Over 45% of patients prefer medical providers that can meet a larger scope of their health and wellness needs, as opposed to using a more “piecemeal” approach. This is where advertising your full scale of services can be helpful in nurturing and supporting your patients along their health journey. Leveraging personalized email marketing campaigns and consistently following up with patients after their telehealth appointments can both be highly effective ways to educate patients on what additional medical services or treatments you can provide.

Cost. The inherent benefit of telehealth is the immediate reduction in cost, not just for the patient, but also for the medical health provider. On average, a trip to the emergency room can cost between $600 and $4,000 depending on the complexity of treatment. However, a comparable telehealth appointment is often priced between $100-$200. As healthcare consumerism mirrors the retail industry and trends, finding ways to bundle health services to lower costs can be an efficient way to attract patients. Many telehealth brands are also moving toward a flat, pay-as-you-go monthly subscription-based model to give patients comprehensive access to affordable care.
With a solid understanding of how convenience, care, and cost influence which telehealth providers patients select, you can position your services to instantly resonate with this new health consumer. If you haven’t done a complete marketing audit of your existing messaging, then now is the time to do so, before your competition nails the three C’s and grabs an even larger market share.