Ways to Improve Patient Retention and Activation through Market...
healthcaretechoutlook

Ways to Improve Patient Retention and Activation through Market Segmentation

Healthcare Tech Outlook | Saturday, September 03, 2022

When people use the services of a health system, they are more prone to use their other offers, such as specialist doctors, diagnostic services, or physical therapy.

Fremont, CA: In business, it is said that it costs more to acquire a new client than to retain an existing one, and hospital marketing is no exception. While hospitals and health systems are not like other types of companies, the emotion is the same when it comes to patients. When people use the services of a health system, they are more prone to use their other offers, such as specialist doctors, diagnostic services, or physical therapy. Each of these patient interaction touchpoints boosts revenue or health outcomes in the long run.

Create and leverage patient journey maps

One has probably heard of the purchasing funnel as a marketer. The same is true in healthcare. The patient journey, or buying funnel, comprises all contacts with a health institution. The adventure begins when a patient contacts a healthcare institution for the first time and continues with subsequent in-person and virtual interactions.

The patient journey map usually gets divided into six stages that define each of these touchpoints, allowing marketers to acquire a better insight into the patient's entire experience. Exercises in journey mapping help drive the design, development, and execution of communication strategies and campaigns to optimize this experience.

Most importantly, trip maps highlight any gaps in the experience that may result in patient loss, such as no call or text message reminder before a clinical consultation or no follow-up email following the session.

These gaps reflect lost engagement opportunities that might result in the patient forgetting about their appointment and missing it or never scheduling another clinical visit with that organization again.

Optimize your digital marketing strategy

These strategies deliver relevant information to patients via chosen communication channels while simultaneously providing a chance to acquire more information about the patient, such as email addresses and psychographic data. This data is then helpful in developing and improving future patient marketing activities.

Healthcare marketers may also provide retention-focused incentives to patients through digital channels, such as sending an email with an invitation to a relevant, local event.

Digital healthcare marketing tactics assist healthcare businesses in retaining patients while also gathering new data to improve future outreach.

Improve patient portal marketing

Patient portals are an excellent technique to ensure patients have quick and safe access to personal health information such as discharge summaries, prescriptions, vaccines, allergies, and test results.

Patient portals also aid in customer satisfaction and retention by increasing patient-provider connections. Patient portals provide secure direct messaging between physicians and patients, keeping patients involved and assisting them in making the most of their provider relationship.

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