Introduction
The modern healthcare consumer is different from the one we were all raised on. In fact, it’s probably safe to say that most people spend more time on their smartphones than in front of the TV. So how can marketers connect with this new generation of consumers?
Patients’ expectations are constantly evolving. How can marketers keep up?
The modern patient is more informed than ever. In fact, a study by Avalara found that patients are more likely to seek out information online and use social media for health-related inquiries than any other channel. They want a personalized experience when it comes to their care, and they expect this from their physician or nurse practitioner as well. Patients’ expectations are constantly evolving, so it's essential for marketers to keep up with what's going on in the market—and how best to meet those needs today.
The Evolution of Digital Healthcare Consumers
As a healthcare provider, you need to understand that your patient is more informed about their health than ever before. Patients are using technology like smartphones and tablets to stay in touch with their physicians and other healthcare professionals—and they're not afraid of asking questions!
As patients become more engaged in the decision-making process surrounding their own care, they expect transparency from providers as well as accessibility (that means being able to reach out when needed). This can be challenging for organizations trying to maintain control over operations while still providing quality service at an affordable price point for patients.
Healthcare Providers Must Embrace the “Amazonification” of Their Services
Healthcare providers must embrace the “Amazonification” of their services. They should be transparent, efficient, and convenient; use technology to create a positive user experience; and cut costs through automation.
The healthcare industry has been slow to adopt new technologies like artificial intelligence (AI) and machine learning (ML). However, this is changing rapidly as technological advances allow for greater scalability in data collection and analysis. Healthcare providers can leverage these technologies to streamline processes across multiple locations while increasing efficiency by automating tasks that previously required manual labor or human oversight—allowing them to focus on providing high quality care for patients instead of doing administrative work that doesn't impact patient outcomes. The healthcare industry is a prime example of how to leverage technology to improve service delivery. Medical providers can use AI and ML for tasks like:
- Processing and analyzing data from scans, tests, and other medical procedures in real time.
- Monitoring patient vitals and responding to changes in those vitals quickly.
- Creating an easy user experience for patients by automating tasks like scheduling appointments or checking out after treatment.
- Providing real-time notifications to patients and providers about issues that may arise during a procedure or treatment.
How Patients Experience the Health System Today
The healthcare system is undergoing a significant shift in how patients interact. Thanks to technology like social media and digital health apps, patients are more informed and empowered than ever before. They want to be treated as individuals, not as statistics or demographics; they want to know that their views will be heard by the people who actually matter: themselves.
Patients also have a growing need for transparency around their care. As more people turn away from traditional models of care (such as going into an office for appointments), the need for patient engagement has become increasingly important—not just for those who are paying out of pocket but for everyone involved in the process. This includes providers themselves, who need better ways of communicating with patients about what's going on with them during treatment or recovery from illness/injury (or whatever else might happen).
Healthcare providers need to become part of the digital health ecosystem.
Providers need to become part of the digital health ecosystem.
- They need to be where their patients are because that's where they'll be spending most of their time and attention.
- They want access to data from all sources—and not just from traditional sources like legacy systems or EMRs (electronic medical records).
- Innovation in healthcare is happening outside these silos around patient engagement and quality improvement initiatives like Meaningful Use 2.0, which require providers' participation in order for them to succeed.
- Actionable insights can only come from being on top of what's happening in multiple areas at once; otherwise, you're missing out on opportunities that may help improve patient outcomes down the road while also doing something positive for yourself financially
Meet modern healthcare consumers where they are – online
The modern healthcare consumer is always connected, looking for information and solutions, connecting with other people, and seeking new products and services.
The modern healthcare consumer is looking for solutions to their health problems and ways to improve their lives. They want information on how to manage their health, but they also want information about how to live a healthy lifestyle. The modern healthcare consumer is always connected, looking for information and solutions, connecting with other people, and seeking new products and services.
Make it easy for healthcare consumers to find you online.
- Make it easy for healthcare consumers to find you online.
- Include a search bar on your website, and make sure it works well with the other features of your site.
- Use social media, such as Facebook and Twitter, so patients can connect with you directly without leaving their current site or app.
- Make sure that your responsive website is up-to-date so that people can use it on any device they're using at the moment (iPhones/Android phones).
It is essential to meet modern consumers where they are, which is online.
How do you make it easy for patients to find you and interact with you? How can you make sure that your website or app is easy to navigate? How can you take advantage of the latest technology in order to provide a better experience for users?
These are just some of the questions that we can help you answer with our digital marketing expertise. We’re experts in all things digital, including website design and development, mobile app development, search engine optimization (SEO), pay-per-click (PPC) advertising, and more.
Conclusion
As healthcare consumers continue to evolve and become more digitally integrated, it is vital for healthcare providers to understand how they can reach out and engage with them. Healthcare providers must embrace the “Amazonification” of their services, which means creating an ecosystem that is easy for patients to navigate in order to create a personalized experience.
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