In marketing, data is king. Not only does it provide you with a comprehensive glimpse into where your marketing pitfalls are, but it also paints a revealing picture into where marketing opportunities lie. If you’re struggling to find ways to position your telehealth services, here’s why taking a look at your patient data can be your secret weapon.
When it comes to marketing your telehealth services, not all patients are equal. The key to the success of your marketing campaign will lie in the willingness of your target audience to try telemedicine. Invest money in a demographic that is resistant to change and you could sink thousands in marketing spend to generate dismal results. However, if you pinpoint the patient subsets that are more likely to consider telehealth as a viable alternative to traditional medical care, then you will be able to maximize your marketing reach and impact.
How can you determine what patients to focus on?
Examine your current patient data for noticeable trends.
It is essential to understand who your most valuable patients are. You want to have a clear profile of who they are, including identifying their patient characteristics, demographics, psychographics, and even geographic location. With this data in hand, you can then begin to build detailed customer personas to pursue with proven digital marketing strategies.
However, analyzing your patient data can also reveal the answers to three important questions you should consider when marketing your telehealth services.
What gaps can your telehealth program serve?
Examining patterns in your existing data can help you identify areas within your organization that are being underutilized. This can also shed light on where you may need additional services to best support your patients. For those gap areas, considering a telehealth option could help to provide more comprehensive services, while also maximizing your existing resources. Depending on the level of care you already offer, some medical areas may be better suited to utilize telehealth options more than others.
How are your patients most likely to utilize telehealth?
Though telehealth has its inherent benefits for patients, it also may be better suited as a viable option for a specific subset of your patient base. For example, if you have a large number of handicapped patients, offering them telehealth could be a way to reduce the burden of travel for them to and from appointments. In fact, it is estimated that by deploying telehealth services to nursing homes, $479 million in annual transportation costs are saved.
What channels can be used to reach these high-value patients?
With your high-value patients identified, you can then focus on developing a comprehensive marketing strategy to influence their rate of adoption. Investing time in researching what marketing channels to position your messaging on, as well as what patient advocacy groups you can leverage to communicate the benefits of your telehealth services, are both effective strategies to attract early adopters.
It is also by studying your patient data sets that you can segment your market and create tailored approaches to drive traffic to your telehealth services. Targeting your high-value patients first and those who are more likely to utilize your telehealth offering will enable you to refine your marketing messaging and strategies before trying to reach a larger audience.
Investing time and resources in understanding your full patient experience is required to know how to best position your telehealth services to appeal to your current patient base to get immediate traction. When it comes to patient segmentation and persona development, it can be useful to get some outside help for a fresh perspective. If you’re looking for some help around building data-driven personas and segments, let me know.