Now that the dust has settled on your 2018 marketing plan, it’s time to move beyond the tactical priorities that will help you reach your goals this year and start thinking about laying the foundation for 2019. That sounds crazy, right? It’s only March, and we’re suggesting 2019 is looming on the horizon. Truth be told, it’s not crazy at all.
The healthcare landscape is undergoing a sea change as the entire industry is evolving away from a fee-for-service reimbursement model to one focused on value-based care. That transformation will have a profound impact on marketing – its mission and its value. Savvy marketing leaders understand that they can’t wait for someone in the organization to realize marketing muscle is needed to influence consumer behavior in this new era; rather, they are seeking opportunities to add value, presenting those to leadership, and increasing their personal value proposition in the process.
There’s a lot of good news here, and among it is the fact that all the consumer experience work being done right now in support of new patient acquisition and service line campaigns will have a big impact on consumer behaviors related to health and wellness. For example, social HRA campaigns, personalized web experiences, and transparency tools embedded in provider profiles all meet modern consumers’ demands for convenience and choice but will also have a direct impact on healthcare decision making in the value-based world. The same CRM that today provides marketing insights into consumer segments, preferences, and behaviors can provide data to support value-based care initiatives. For example, it can help you follow-up with specific segments of post op patients or help you identify a group of patients using the ED inappropriately and redirect them to a lower acuity, lower cost place of service, like a same day primary care clinic or urgent care center.
Your Data Infrastructure is Key
Whether you start on the path to becoming a more data-driven healthcare organization through marketing’s needs for better consumer analytics or because of an enterprise wide goal for delivering value and improved consumer experiences, building the technology infrastructure for improved data analytics and propensity modeling is essential to reaching your entire organization’s goals.
Managing risks requires data. Which diagnoses yield more post-operative readmissions? What’s the minimum level of health literacy a patient needs to follow through with long-term medication adherence? What channel – email, text, patient portal, mail, paper copies handed out in the office – is most effective for providing clear, concise instructions … that your patients will actually follow? Do you know how to reach the caretakers and decision makers for your patients who aren’t managing their care on their own? To succeed in this landscape, you’ll need more data on your patients and consumers in the future than you currently have.
Deloitte has found that organizations who understand the social needs of their healthcare consumers have more value-based success. Outside of basic consumer data, you need data on, for example, your consumers’ family and social support, transportation availability, education level, etc. Beyond that wealth of data, you also need a way to organize and understand that data to glean actionable insights from it.
Relationships Deliver Value
Connecting the dots between marketing’s consumer insights and using data to deliver clinical care value isn’t as hard as it may initially seem. With an enterprise data solution, both marketing and care teams can view the same consumers through different lenses to understand how best to reach them. This is where the entirety of the consumer journey comes into play. The healthcare consumer experience doesn’t stop at the handoff from marketing. Your organization needs to create a seamless relationship with the consumer that extends from awareness through scheduling to follow-up, to adherence, to chronic condition management, and beyond.
For value-based care success, your organization should focus on relationships and quality of those relationships rather than volume of consumers you’re engaging. For those relationships to work and inspire loyalty in your patients, you must use the wealth of data you have access to personalize your outreach efforts based on a deeper understanding of your consumers beyond their age, income, and other basic demographic information.
Marketing for Value
When this holistic picture of your healthcare consumers comes into focus, you can see the opportunity for your marketing teams to partner with care teams and share information and technology solutions for more effectiveness. You can market to your healthcare consumers around things like the positive economic impact of preventative care, the benefits of regular screenings, the impact of healthier lifestyles and nutrition, etc. to help support your organization’s value-based care initiatives.
To learn more about using healthcare CRM for cross-functional effectiveness, visit us at HIMSS 2018, booth 12237.