COMMUNITY CARE

| January 3, 2016

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The DaVita® Village has grown to more than 64,000 teammates serving approximately 2 million patients around the world. Through the growth of DaVita Kidney Care, HealthCare Partners (a DaVita Medical Group), Paladina Health and our international kidney and health care centers, we have kept a sharp focus on our approach to healthcare—providing exceptional care for our patients; supporting the development of our teammates both at work and at home; caring for the communities in which we live and operate around the world; and utilizing sustainable environmental practices.

Spotlight

Beth Israel Deaconess Medical Center

Beth Israel Deaconess Medical Center (BIDMC) is one of the nation’s preeminent academic medical centers, committed to providing excellence in clinical care, teaching, research and community outreach.

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Healthcare Marketing Trends to Watch in 2021

Article | January 11, 2021

Healthcare marketing, for a healthcare provider, is challenging as a lot of technologies are emerging in the market. What matters is choosing the right healthcare marketing techniques and technology to market your products and services. The global digital health market size was USD 51.3 billion in 2015. According to Global Market Insights, this is expected to have a compound annual growth rate (CAGR) of 25.9% from 2016 to 2025. However, to compete with your opponents and to face the challenges of increasing patients buying your products and services, you need an excellent and well-designed marketing strategy with the latest healthcare marketing trends. As we have entered a new decade, healthcare providers should look into developments in the healthcare marketing brought out by the year 2020. The global pandemic has changed all the practices in the industry, including the style of healthcare marketing and technology. Since the turn of the century, online marketing has been a part and parcel of healthcare marketing. However, healthcare marketing is witnessing a new era. This can be attributed to the increasing integration of various smart devices in the everyday lives of people and the introduction of artificial intelligence algorithms. Are you ready to leverage these technological transformations and changes? This article discusses some of the major healthcare marketing trends to be integrated into your healthcare marketing strategies. Reviews Matter One of the important healthcare marketing trends that you can use is online reviews from happy patients. Healthcare providers have largely relied upon these online reviews— the patient sentiment—to establish a reputation and acquire new patients. These reviews are widespread across multiple online platforms and anyone can easily access them. A study conducted by Binary Fountain in 2019 claimed that 60% of people use online reviews to choose a healthcare provider. It also claimed that 75% are influenced by online feedback when they go for a healthcare provider. This shows how influential this healthcare marketing trend is. Thus, in 2021, healthcare providers should concentrate on acquiring positive reviews and replying to both good and bad reviews and feedback. It is crucial to respond to negative reviews for your online reputation management, as 70% of patients consider it important to address patient concerns publicly. Content is King Content marketing is yet another healthcare marketing trend that healthcare providers should focus on. Producing educational, entertaining, engaging, and high-quality content is crucial in increasing your online brand visibility and patient engagement. This aspect of online marketing came into existence ever since Google became the king in the search engine market and established their ever-evolving algorithms. To leverage this healthcare marketing trend, healthcare providers should have a plan for creating content holistically and publishing it on multiple platforms in different forms. All content that goes online should be well-produced and authoritative. All forms of text-based content, such as articles, blogs, press releases, white papers, and case studies, should be well-written and have high-quality links. It is also good to add images to your content to increase engagement. Within this healthcare marketing trend, video marketing is considered to be the most effective one because online visual content appeals to users more than any other form of content. To make the most out of your videos, you can run video ads on YouTube, share them on your social media pages, and post them on websites and landing pages. Responsive, Fast Loading Websites Among the online healthcare marketing techniques, it is very important to have a very responsive and fast loading website. Also, the navigation on the site should be smooth and easy. This is because the websites with these features win more patients. Websites of healthcare providers with ads and pop-ups, navigation issues, and slow loading will make users leave the site in no time. This will be much realized in 2021 as patients expect websites to load instantly on all their devices, including their smartphones. To increase patient acquisition, you may have to streamline and optimize your website for both mobile and desktop viewing. Here are some quick tips to make your website loading fast and navigation easy: • Decrease image size on your website • Switch to a faster web host • Clean up unnecessary code. Growing Influence of Social Media Having a strong presence on all social media platforms is an effective digital healthcare marketing tactic. The online presence of your healthcare organization should not be limited to your website. To maximize your brand’s reach and to have an impact in 2021, you may have to make full use of all social media platforms. In terms of lead generation, engagement, marketing, and reputation management, Twitter, Facebook, and Instagram, among others, are turning more influential nowadays. According to Statista, social media has 2.82 billion active users. More specifically, according to Hootsuite, as of 2020, 90% of older adults use social media to seek or share healthcare information. This most influential healthcare digital marketing trend can be effectively used by creating and promoting targeted ads on all these platforms. Also, by interacting with users through likes, comments, and shares and publishing content regularly, you can increase your organic reach. For any healthcare provider and marketer of 2021 and beyond, it is a massive mistake to neglect the power of social media. Data-Driven Healthcare Marketing In 2021, to personalize outreach campaigns, healthcare providers and marketers will have data and tools. Adhering to HIPAA regulations, healthcare providers can design various marketing materials according to key demographics, such as key health concerns, income levels, age range, etc. This is the more granular approach to reach new patients and to keep your regular and current patients loyal to your brand. This personalized healthcare marketing technique will make patients feel that they are treated well and slowly build up trust in your brand. A customer relationship management (CRM) tool, which is reliable and healthcare-specific, can store relevant patient data. To optimize your marketing strategy, insights from the stored data can be considered. Thus, this important healthcare marketing technique—data-driven healthcare marketing—helps you personalize your healthcare marketing campaigns. Turning to Telemedicine Technology Demanding physical processes and spatial barriers are not yet a big restriction for healthcare providers. Artificial intelligence, telemedicine, automated systems, and IOT contribute a lot to make healthcare more efficient and accessible. Highlighting these features in healthcare also becomes an effective healthcare marketing technique. Using telemedicine software, healthcare can be provided remotely, which eliminates the need for an in-house visit. Although this breakthrough happened at the start of the century, it will become more accessible, viable, reliable, and will be used widely than ever before in 2021. Patients with mobility and transportation issues prefer using remote healthcare services and adding these facilities to your services can be considered a part of healthcare marketing tactics. So start offering remote healthcare services, if you have not started yet. This will eventually increase your brand reputation and build up trust. Self-Serving Technologies- Patient Profiles, Chatbots, and Appointment-Scheduling Modules As part of healthcare marketing plan and strategy, patient profiles, chatbots, and appointment-scheduling modules are incorporated by providers in their websites. These additions provide more awareness and control of their health to the patients. Updating your website to include these self-serving technology will help you improve the patient experience online. Look forward to the new developments in healthcare marketing technology to improve your healthcare marketing, which is suitable for you. Embracing all of these changes and transformation in healthcare marketing strategy will help you stay ahead of your competitors with effective healthcare marketing campaigns strategies. Frequently Asked Questions What are technological advances in healthcare? The year 2020 witnessed a lot of technological advancements in the healthcare industry due to the pandemic. Some of the major ones among them are personalized medicine, telemedicine, blockchain, artificial intelligence, and machine learning. What technology is used in healthcare marketing? Blockchain, artificial intelligence (AI), chatbots, voice search, and augmented reality are some of the major technologies used in treatment and marketing in healthcare in 2021. However, the technology in healthcare marketing is ever-evolving as new trends are set every moment. Why is technology important in marketing? Technology is very important in businesses and marketing as technology helps businesses grow. It also creates relationships and it is necessary for communication between the customer and the organizations. Technology is an essential part of any business for development and growth. What is the most effective healthcare marketing technology? There are many existing and emerging healthcare marketing technologies in the global market. However, the most effective marketing technique is social media; generating leads through social media and websites.

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Setting Expectations in a Complex Healthcare System

Article | February 18, 2020

Over the past few weeks, I have written various posts on the experiences I have had with people whom I am working with as a Nurse Advocate. Each person came with unique issues related to their health. One patient had a suspected deep vein thrombosis, one was diagnosed with a reoccurrence of lung cancer, and the third person had a GI bleed with multiple co-morbidities that took months to identify and get under control. My role was to support them by helping them navigate the complex healthcare system by breaking through barriers each faced. These included getting appointments in a reasonable time frame, researching specialists who had the expertise to diagnose and treat them (and who were in their managed care network), working through the complexities of authorizations, payment, and reimbursement issues that accompanied each visit.

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Telehealth’s Benefits for Patient-Centered Care — and Where It’s Going

Article | May 19, 2021

As the COVID-19 pandemic upended the healthcare system, hospitals and doctor’s offices doubled down on technology and implemented a host oftelemedicine services, from virtual visits to remote patient monitoring and customized treatment plans. The results were unexpected. Not only did telemedicine help bridge the gap between physicians and patients during the health crisis, but arecent J.D. Power studyfound that telemedicine also delivered increased customer satisfaction, outpacing other healthcare services. Patient-centered care played the largest role in this shift. Technologies that let staff reach patients anytime, anywhere enabled providers to shift their functional focus away from simply treating issues to building better relationships.

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IMMERSIVE ENVIRONMENTS COULD BE THE NUDGE WE"RE ALL LOOKING FOR WHEN IT COMES TO FRAMING BEHAVIORAL FRAMEWORKS...

Article | December 21, 2020

Yes, empathy has become a fad. Connecting to another human is actually something cool kids do now. If a brand doesn’t have an impact model that includes a practical social issue, consumers tend to not take that brand seriously. In this case, empathy needs to be revisited beyond the trend itself for these strategies to have real, lasting impact. Practical strategies around compassion meanwhile have similarly become an intrinsic part of social impact organisations. They have become so commonplace that prosocial behaviour has strayed into a kind of tokenism. It is common for instance for consumers to donate their hard-earned money to companies who focus their energies on trying to alleviate real-world issues. The question then is whether this proxy for compassion isn’t in fact watering down human connections, as well as our positive impact on the issues business and organisations seek to solve with our help. Postmodern behavioral science If it is, then we must understand why and how to change that. This is where postmodern behavioral science provides a possible better alternative to social impact strategies. Postmodern behavioral science suggests that the current approach to understanding human behaviour lacks even a rudimentary understanding of empathy, defined in the area of social impact as a discursive strategy that allows us to feel what the group we are trying to help is feeling. Of course, compassion has very close ties with empathy. Empathy is an innate ability we all have, one that we can learn to develop and fine-tune over time. It is our emotional connection to another human, though one that lies beyond our own ego. It takes the perspective of the person who is struggling and seeks to understand their life, their struggle, and their worldview. It also resolves to value and validate their perspective and experience — something that donating money to a social impact cause does not. In its broader definition, empathy is a shared interpersonal experience which is implicated in many aspects of social cognition, notably prosocial behavior, morality, and the regulation of aggression. Empathy has a host of positive after-effects when applied as an interpersonal experience. If a social impact organisation is preoccupied with raising capital, then it is likely to disregard the practical worth of empathy for those who truly want to achieve its mission. Immersive empathy One way that behavioral science can contribute is to utilise tools that can help augment the experience of those in need for those needing to understand those needs. Both AR and VR can help people visualise and follow the stories of those who require compassion. These create virtual environments for partners, governments, and consumers to experience with the people they seek to help. But of course, much of human behaviour is geared toward seeking pleasant experiences and avoiding unnecessary pain. Our in-built hedonic valuation systems guide decisions towards and away from experiences according to our survival instincts. This is precisely why business owners who want to encourage empathy in their customers go the easy route, but should seek a more participatory frameworks to inspire and provide experiences for those on board with a social mission. Then there are issues like financial literacy in underserved populations, access to clean water, education for women and girls, and environmental conservation, to name a few of the problems that social impact companies are attempting to tackle. If a company is trying to tackle an issue such as access to clean water, then rather than start there, it should first ask exactly how this issue arose and developed. It should question the beliefs that underpin this chronic social inequality, those that inform policies, practices, cultural taboos, and beliefs about water and people’s access to it. To simply respond to an issue in its developed form is to leave it unfixed. We must be willing to reverse engineer the origins of that issue that got us to where we are. In other words, human behaviour is not the only component to consider in this. The main behavioral framework public servants should take with them is to develop a nudge unit solely based on the relationship between behavioural science and technology. This is mainly because technology is an inevitable part of how we now relate to one another. Immersive Compassion meanwhile should embrace tools like AR/VR that seek to create empathetic environments and valuable impact longevity. To fully embrace empathy as an organisation is to create relevant and rigorous responses that go as far as to alter the infrastructure of its target goals. Optimising social impact comes down to optimising human experience.

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Spotlight

Beth Israel Deaconess Medical Center

Beth Israel Deaconess Medical Center (BIDMC) is one of the nation’s preeminent academic medical centers, committed to providing excellence in clinical care, teaching, research and community outreach.

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