By Stewart Gandalf
Chief Executive Officer
It was amazing to see the explosion in the healthcare industry and the advent of telehealth. More than a year ago, before the COVID effect, the tele-techno adoption rate was zero to the best glaciers.
But suddenly, healthcare changed from top to bottom. Of need, the healthcare system, hospital and medical practice responded with a dramatic change. And there are likely to be many changes, including telehealth services.
The new generic creates a telehealth marketing opportunity
The healthcare industry restored its distribution system to crisis mode. But both providers and patients have come to embrace the benefits of tail health in a small way.
Telehealth in its various types and functions (AKA Telemedicine, e-Health, Tele-Education, Remote Medicine, Telemedical, Mobile Health, M-Health) Has become a powerful and widely accepted new tool. Incorporating tech-capable delivery into the healthcare mix can reach more patients, increase patient experience and continuity of care. Moreover, it seems that tech-enabled wearables and personal / monitoring accessories have appeared with the Internet of Things (IoT).
For hospitals, doctors and healthcare practices, the new digital front door is now in place. Some providers are already making good use of the new environment. Many others need to pause and consider how this industry development is giving them a new normal shape.
The main challenge is how to use telephoto services and technology for greater performance. The healthcare market now demands a new perspective. This service is a great opportunity to be different and take a leadership position. (And to do so ahead of the competition.)
Reconsidering the four PS of marketing
When we teach healthcare marketing, we often refer to the “seven P formulas”, namely price, location, product, status, package, person and promotion.
All seven need to be considered, but the following are the most relevant.
Production: Your product / business mix service may have changed. The target audience has new expectations. In general, are they right for new audiences? What services are in high demand for today’s sick consumers? In person, face-to-face encounters certainly do not go away. And there are practical limitations that can be achieved from a distance. But more facilities and providers like patients report benefits in office productivity, timeliness and quality care. What’s more, doctor-to-doctor connections are a plus for providers and referrals. Meetings and short encounters on the same day often benefit both the provider and the patient. Telehealth platforms and software are just as useful as stethoscopes. There is a greater value when some functions are automated. Intake forms, sign-in and follow-up contacts, as well as online schedules for appointments, can all be automated today.
Location: The point of both is that both the patient and the provider have changed. This brick and mortar space is no longer alone. Providers may or may not be “in the office” to meet. Patients and providers enjoy the convenience of a close internet connection. Patient access has been extended to first visits, monitoring, counseling, screening, professional counseling, follow-up, care, care planning and case management, and the like.
Competitive Note: Broadly redefining “location” opens the door to telehealth digital for major national services. It needs to have a sense of local (close and convenient) relationship with the community.
Status: Is there a fundamental change in how you keep your customers in mind and heart? COVID-World and telehealth services have changed attendance and restructured healthcare delivery. What primary qualities or characteristics do patients use to describe the practice? Convenience is an important factor for most consumers. What is new and critical here is that these same forces of change have also affected the competitive environment. This is an important opportunity, but the most important impact and competitive advantage of the “first movers” of telemarketing marketing will be.
Packaging: In the telehealth strategy, health systems and hospitals can package it as part of accessible services, such as family care, emergency care, emergency rooms and telehealth.
Promotion: The challenge is to positively differentiate your services, and your leadership position, the key goal is to communicate to the audience. These include:
- Mentioning providers
- Potential patients
- Current patients
- Family and carers
Family and caring audiences may be needed when the patient base is large and perhaps homebound.
How to take advantage of your telemedicine marketing opportunities
The technology enhances provider-patient connectivity, patient experience, practice operations as well as the bottom line. Promote this new level of convenience that has universal consumer appeal.
Here are some great ways to implement your marketing plan and carry that message to your key audience.
- Update your website: Many potential patients and many recent patients make their first and subsequent connections to your website. Chances are your website hasn’t changed as fast as your practice. Explain your telemedicine options and features on your website. This is an important opportunity to critique, revise or find people online. Your website is a brandy corn cornerstone and a powerful reputation builder. It also answers questions, reduces fear and builds harmony.
- Use your sick portal: It is one of the most important new tools for two-way, secure, online communication. It is a platform for confidential, HIPAA-compliant emails, appointments, prescription information, tour summaries, and patient instructions. Create or promote it as part of your new service mix.
- Use SEO / Organic and Paid Social Media: Speak directly to target the audience. They are mostly curious internet users.
- Take advantage of medical charts and personal records: Digital record keeping greatly enhances communication for past, present and future care. Patient and Allied Care Continuity is a time and valuable reference.
- Consider professional-to-professional: Busy providers have a good channel to reference, communicate and communicate with. It is beneficial to take care of this process as well as care.
- Use educational videos: Inform and teach patients about medical topics and provide pre-care details.
- Invest in external advertising: Does broadcasting (radio / TV) fit your plan? Advertising builds your brand and “word gets out.”
- Send broadcast telehealth marketing emails: Inform past and present patients about telehealth options and how they can benefit.
- Promote immediate benefits: The service is an easy, natural, and convenient initial gateway to essential care.
- Pay attention to branded advertising
- Offer telehealth options with every sick phone call
- Use broadcast email and social media regularly
- Post Pop Signage Internal: Reinforce your message with signs and posters in the office. Include staff / provider conversations with patients and keep it fresh.
- Use direct mail to patients and the community
- Update your local online directory listing
- Update meta information
- Invest in paid social media ads
- Current success stories
- Encourage patients to talk about the service in your review
- Telehealth benefits in blogs and newsletters
Why do you do that
Hockey great Wayne Gretzky reminds us that:I skate where the puck is going to be, where it hasn’t happened“COVID ignited many advances for years providers and patients. And now” smart skaters “- meaning hospitals, doctors, health systems – can move beyond techno-packs and take on new healthcare marketing opportunities.
For now and in the future:
- Secure your market share and attract new business
- Build online professional reputation and brand awareness
- Expand the geographic service area
- Increase operational efficiency
- Reduce overhead, streamline operational steps
- Expand your healthcare, increase revenue and bottom line
- Boost patient satisfaction and retention
- Determine the provider / practice position as a leader
- Stand in front of the competition
- Attraction and reference provider intact
- Increased sick experience
Many patients want it. They like the “comfort and convenience” features, and they expect these positive changes (and more) in general. This is a timely, win-win opportunity to expand and promote tail health services. (Caution: Your vigilance competition may be the same opportunity.)
Positive changes have reshaped the healthcare industry, and your marketing message needs to reflect the benefits of virtual care and telemedicine.
If your telehealth marketing plan needs a new approach, Connect with us Explore how to pick up your message before the competition.