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2017, healthcare, marketing, practice

 

Any marketer will tell you that one of the toughest parts of the job is keeping up with the ever-changing landscape of the industry. Trends, platforms, algorithms, audience behavior – things such as these are constantly in flux. Naturally, 2017 was a year with its own unique set of trends Whether these trends fade in 2018 or are here to stay for a while longer, they certainly made their presence known this past year. Let’s take a look at three of them:

 

Patient Engagement

With an abundance of social media platforms and review sites readily available at a patient’s whim, putting care into the upkeep of your practice’s reputation is incredibly important. This means getting patients on your side. The ratings and reviews that get posted online for anyone to see can make or break your practice. That’s why, in 2017, patient experience and engagement came to the forefront of healthcare marketing strategy.

Patients who have positive experiences go on to be advocates for your practice – both online and through word-of-mouth.  It is key that everyone in your practice is on the same page when it comes to customer service and patient engagement best practices:

  • Set a regular meeting (bi-monthly or quarterly, for example) to refresh everyone in policies and procedures for patient interaction.
  • Read the online reviews and use the criticisms to improve the experience.
  • Send out a link to an optional anonymous survey regarding specific topics you may be concerned about:
    • Wait time
    • Appointment check-in
    • Procedure follow-up
    • Office atmosphere

Happy and satisfied patients are the strong foundation that all practices need.

 

mHealth and Telemedicine

We can’t talk about patient engagement in 2017 without bringing the conversation to digital health. mHealth, eHealth, health tech, telemedicine – 2017 saw significant progress in the area of digital health. Even with more ways to connect through digital platforms, the phone will remain the core of communication in healthcare offices in 2017. Despite the rise of online self-service patient portals, the phone is still the most preferred method of communication among patients of healthcare practices. Whether through voice or text, the phone is typically the most effective method of communication between practice and patient. Go above and beyond with telemedicine: train front desk staff on best practices of phone etiquette, off the option of pre-scheduled FaceTime calls, or enroll in a service that sends out appointment confirmations and reminders. Being accessible and convenient provides a better patient experience and establishes your practices as reliable and trustworthy.

It’s no secret that most people in America already have their cell phone with them at all times.This helped facilitate the rise of wearables in 2017 (which often have coordinating smartphone apps). “Wearables” can include trackers such as Fitbit or Apple Watch or other devices such as HealthPatch MD, which allows physicians to monitor a patient’s vitals in real time. In the journey toward a healthier America, people use Fitbit (and other such devices) to track daily stats such as steps taken, calories consumes, sleep cycles, and heart rate. You can incorporate wearables and mhealth into your treatment plans by creating your own app or encouraging patients to make a daily routine of tracking their own health with such a device. This allows for more personalized patient engagement and care.

 

Video

Video marketing was nothing new in 2017 but the medium continues to go strong. Video has a strongs pull than text with today’s “need it now” online browsing mentality. This appeal with the audience allows practices to get creative with their marketing. Video can be used to showcase a procedure, introduce new doctors or staff, hold interviews or question and answer sessions, or provide some educational facts about your field and specialty. Live video is a particularly impactful tool for immediacy (for example – a medical advancement or epidemic has just been announced and you want to give your views on the topic). Answering patient questions during a live stream increases direct involvement and lets them feel engaged and connected with you.

The best part about video is that it’s easy! All you need is a phone, a social media account, and an idea!

 

Stay tuned to the Map and Story blog for thoughts on marketing in 2018!