4 Essentials to Deliver a Personalized Healthcare Experience

The healthcare industry has been rapidly changing even before the global health crisis of 2019 impacted how operations were taking place. The industry has seen many disruptions as customers were in lockdown and the importance of a streamlined work process was put in place. In fact, today's consumers and providers are actively looking for value based care as a replacement for the fee-for-service model. They don't want generic healthcare solutions and instead look for a solution that is tailored exclusively to their needs.

To keep up with the changing market trends, companies are turning to technological innovation and automated personal interaction. This has made it very simple for healthcare companies to offer personalization to their customer bases. Furthermore, research by Forrester showed that good customer experience can stop consumers from easily switching their health plans, in turn, saving $4 million dollars of the total revenue for healthcare insurance firms. As personalization is rapidly becoming the backbone of delivering good customer experiences across multiple industries, here are a few essentials that you must keep in mind while revamping CX in healthcare -

1. Keep in Touch After Onboarding 

Once you've seen the ID card, made them fill in a form stating all their basic information, you must send out an email or message thanking them for picking your healthcare provider. In fact, per a recent survey, 44% of patients said they'd like all communication from their doctor to be personalized with their name. To make sure that your customers don't feel neglected, keep in touch with them using personalized messaging to remind them that you care about them.

Fig. Personalized Healthcare Messages for Telehealth Appointment

Remember that every health care member is unique and so might their communication styles and channels. This makes it vital for healthcare organizations to communicate with them in a unique way only. You must not restrict yourself to phone calls. Offering member ID cards digitally through email or mobile wallet can help you effortlessly build up a two-way text communication that relentlessly solves all patient questions

2. Build the Right Content Strategies

The growing technology and innovation strategies are rapidly helping healthcare organizations to track customer behavior and health profiles across multiple touchpoints. To do this effectively, companies must onboard an effective customer data platform (CDP) to help them create a single view of the member.

Once you have access to the single customer view, it is easier to come up with content strategies that help you deliver a personalized experience to each patient. For instance, you can effectively segment your customers into multiple groups and run campaigns for pre-diabetic patients showing them content based on how to stay free of diabetes. With this, you can also create targeted prevention campaigns exclusively for patients who either miss their appointments or do not attend their annual wellness visits. You can also do this by providing personalized medicine to each patient as per their patient data.

3. Pick Out the Correct Channels

To reach out to your members effectively, it's vital to identify the right channel of communication that they prefer to use. Keeping in mind factors like demographics, and historical & third-party data, you can figure out the right channel for reaching out to the members. This further also reduces cost-per-engagement.

Source: https://reallygoodemails.com/emails/what-are-your-symptoms-telling-you

As emails are the most cost-effective channel for communication, most customers usually prefer direct mail for product updates, welcome messages, and further onboarding steps. However, before you target a particular channel, it's essential to identify the ones that are popular amongst your members and are comfortable using on a regular basis.

4. Constantly Stay in Touch & Ask for Feedback

One marketing technique that most healthcare organizations get wrong is that they don't keep in touch with the patient after delivering the products and services. Once you have the content strategies and channels sorted out, you must make sure that you keep in touch with your customer occasionally. This could be done through multiple ways like promoting blogs, newsletters, discounts on health checkups, etc.

Additionally, even though delivering the product or service might seem like the final step, keeping in touch post-purchase is extremely vital. You can do this by making thank-you calls, sending birthday or anniversary greetings, and personalized messages related to your last conversation, instead of just "insurance-related" communications only. This in turn helps you improve engagement and patient satisfaction. Research by TeleVox, "66% of patients who received either email, text, or voicemail from their healthcare providers, 51% of them felt more valued as a patient."

To better understand how you can maximize ROI from your customer data by developing the right marketing strategies, get in touch with us at marketing@altudo.co. Our healthcare technology experts will help you chart the right digital strategy roadmap to take your business to the next level.