Posted: June 15, 2017
Though my grandmother probably wouldn’t approve, can we get real and talk about money for a minute? Not, “Hey, what’d you spend on groceries?” money. Real money. Large-scale healthcare consumer experience technology money.
If you’ve read our white paper on Healthcare Consumer Experience, you know we recommend getting key stakeholders in your organization together, all on the same page, to maximize both your budget and your effort to engage healthcare consumers via technology in this demanding digital age. A large part of having this “big conversation” with healthcare executives, marketers, IT professionals, and medical officers at the same time is that big increase in budget and scope you can get when an investment helps multiple arms of your organization at once.
But aside from having everyone in one room, how do you structure this conversation? How can you ensure each department’s needs are being heard and met, that you’re working efficiently and effectively toward the same goals? We’ve determined there are 5 steps to the process, and each part helps build a shared vision and roadmap for your organization’s success.
Step 1: Define
All good business strategy sessions start with articulating problems, identifying opportunities for improvement, or defining goals to give you structure and something to work toward. In this step, all stakeholders can contribute opinions, needs, wants, etc. There are no “wrong” options at this stage of the game. Write down what you currently know. Once you have everything laid out on the table, seek to clarify facts and set objectives — revisit your brand mission, vision, and values, so you can keep what aligns and rethink what doesn’t.
Step 2: Measure
Collect consumer engagement data necessary to measure performance, quantify the problem, and establish a baseline as the basis for future improvement. You need to look at your market, the demographic makeup of your current patients vs. the makeup of other consumers in your area. Take a look at your competition while you’re at it. Are they doing something you can do better? Are there gaps you can fill? What makes your organization stand out?
Step 3: Analyze
What does your data tell you? As you review the data collected, you’ll begin to narrow down the root cause of the problem.
For example, no consumer engagement strategy will work without mapping your consumer personas and their journeys. And, as a healthcare organization, each service line, procedure, facility, etc., has different touchpoints that make up those journeys. How do your owned, earned, and paid media assets work across those touchpoints? Where are you reaching patients with the right content at the right time? And where are you missing the mark? Analyze data that helps you answer these questions so you can identify gaps between your current consumer engagement performance and where you want to be.
Step 4: Improve
How will you fix the problem? Accomplishing successful implementation of a solution requires careful planning. And the more time you spend on planning, the faster you’ll reach adaptation to the solution.
By the time you get to this step, you should have the biggest components figured out: the who/what/where. So it’s time to start strategizing and thinking about your 5-year plan. The plan should focus on where you can get the most immediate return on investment and the subsequent marketing technology and services purchases needed to achieve optimal consumer reach, engagement, and conversion.
Step 5: Control
Once your roadmap is in place and greenlit, how can you ensure you’re meeting your goals along the way? Do you have benchmarks in place and a strategy to evaluate wins, losses, and opportunities? The purpose of this step is to monitor and sustain the gains made throughout the process to ensure continued success.
Other than sharing the burden of budget with other teams in your organization, getting together for a comprehensive strategy on your consumer experience investments gives you the chance to understand more about your consumers, to see through data what works to motivate them and understand the moments they find value in your engagement efforts.
Need help delivering an exceptional digital consumer experience that differentiates your brand from competitors, drives growth, and builds brand loyalty? A panel of Influence Health's healthcare consumer experience experts recently discussed useful tips and helpful advice on how to start defining an effective consumer experience roadmap. Watch this webinar on demand!