The healthcare industry faces many challenges over the next few years as the implementation details of the newly enacted Patient Protection and Affordable Care Act (PPACA) are completed. While health reform is still a work in progress, one thing is certain at this time – all healthcare companies need to better engage their consumers.

The prediction is that healthcare will become more consumer-driven over the next several years. As with many industries in today’s age, the key to brand loyalty is developing a customer-centric organization that is relationship-based. When communicating with healthcare consumers you need to keep in mind the “what’s in it for me” mantra. Communication is more effective when it is patient-centered — responsive to their needs, values and preferences.

One-to-one conversation

Today’s consumers can see through slick marketing campaigns; they reward brands that fit into their lives and are authentic and helpful. As a healthcare marketer you need to constantly be asking “what is your need” so you can get to the one-to-one conversation with a patient and prospective patient and explain to them “we can meet your need and help you.”

To successfully engage your consumers, your communications should be:

• Personalized – tailoring leads to better engagement and increases the likelihood for behavior change while generic communications are impersonal and sometimes perceived as irrelevant.
• Proactive – anticipate your consumer’s questions and provide context, direction and relevant messaging proactively rather than wait for the consumer to seek out information. Multi-channel delivery ensures better response; delivering the right message at the right time in the right manner.
• Clear and Useful – use clear language (think seventh grade literacy level); clarify the purpose of your communications and explain complex concepts; use purposeful graphics to reinforce understanding; include summaries to provide quick and easy access to the most important information; provide resources and tools that help consumers better manage their own health and make informed decisions. Consider conducting a communications audit on your current communications materials to see if they are clear, useful and map back to your brand positioning.
• Supportive – remind consumers of the tools and resources you have available for them; establish like-minded communities that allow individuals to share ideas and encourage their peers; make connections that are mutually beneficial to everyone.
• Measurable – quantifiable results ensure better ROI so you should analyze performance at every stage and compare to your baseline and desired outcomes; regularly monitor all areas in terms of structure, process, strategies, tactics, and outcome measurements to ensure you are continually building a better relationship with your consumers.

I know this sounds easier said than done, but with a committed team, clearly understood communication objectives, a solid plan, and the right technology and tools, you can lead the way in the new patient-centered healthcare system.

How do you plan to be patient-centered