A recent article in MedCity News, 4 Keys to Engaging Healthcare Consumers Digitally, shares insights gleaned from healthcare marketing leaders at a Society for Health Care Strategy & Market Development (SHSMD) roundtable. According to the article, "Four out of five consumers have accessed digital care at some point, but many want better digital tools for finding, scheduling and accessing care. These are signs that health systems’ approach to digital design for the communities they serve could benefit from a refresh."
There are four recommendations from the attendees, which are summarized here. For the full details, read the article.
Focus on human-centered design. Concentrate on creating an offering that meets your patients’ needs rather than expecting their needs to match your offering.
Help consumers find care that meets their needs.Today, 94% of patients would switch providers to access online scheduling options. Yet seven out of 10 patients say health systems’ online scheduling experiences fail to meet their expectations, and six out of 10 say they have given up on scheduling an appointment because the online process was fraught with difficulty.
Solicit diverse perspectives to learn what consumers want from digital—and what stands in the way of adoption. For example, among vulnerable populations, lack of digital literacy may be a barrier to engagement. Older populations may find some functionality confusing or intimidating.
Leverage successful digital strategies already proven in other industries.Sixty percent of patients want a consumer experience in healthcare that matches what they have elsewhere.
The article makes it clear that there is work to be done on engaging healthcare consumers in the digital strategy and execution at health systems. To learn more about how to increase engagement and feedback from your patients and staff, read the article in MedCity News.