Health Technology, Digital Healthcare
Article | August 16, 2023
COVID-19 has sped up the adoption of healthcare technology solutions by healthcare providers. This has unexpectedly brought a peak in opportunity for health tech companies to achieve important business, demonstrating your innovations. However, it is very challenging and competitive as bigger health tech companies pivot and new health tech start-ups keep coming into the healthcare market. This also makes the healthcare technology market an increasingly competitive space.
Thus, all health tech companies need to depend more on effective health tech messaging for their business purpose and credibility. This will help them bring their targeted clients on board for the long-term.
Health tech Messaging Challenges Faced by Marketers
Nowadays, the process of marketing products online is a combat sport. With every passing year, it is becoming more challenging for health tech marketers to beat the algorithms, build the audience, and ultimately win the hearts of the customers through effective health tech messaging.
Digital health leaders are coming up with amazing technology innovations that can revolutionize the healthcare industry. Electronic medical records (EMR) software, medical billing software, medical practice management software, electronic claims software, medical database software, medical research software, medical diagnosis software, medical imaging software, telemedicine software, etc. are some of the examples of amazing technology innovations and latest healthcare technologies. But, things fall apart when it comes to marketing through effective health tech messaging. The following are some of the health tech messaging challenges faced by marketers.
• Communicating the purpose and value of your business and the products effectively to
clients
• Making the clients understand the credibility of the technology products and your business
• Product positioning
• Lack of clear healthcare marketing strategy
• Bad marketing advice
• Lack of effective and compelling marketing content
• Failing to understand the client/buyer persona
• Failing to understand the brand pillars,
• Ignorant of effective use of various messaging channels, and much more
Why Does Effective Health Tech Messaging Matter?
From the introduction part, you might have already understood the power of a good health tech messaging strategy. If you do not have a unified marketing strategy, you will end up merely alienating potential customers; they may end up in confusion about the purpose of your health tech brand. Moreover, without an effective health tech messaging strategy, you may become incoherent to your audience. But the real impact of a cohesive and good health tech messaging strategy will surely go beyond everything we have talked about already and empower your business in all aspects.
Different marketing materials, whether they are social media posts, emails, podcasts, videos, or something else, your health tech messaging strategy will guide you in determining what to focus on and what tone to be used. If you are planning a social media campaign or writing blogs and articles, you will know the attention-grabbing ways of speaking to your customers. This is possible only if you have a defined messaging strategy. Customer service teamwork also becomes more effective and easier, when you have a good health tech messaging strategy. Educating the customer is easier when you speak to them in a tone and language that you know they will understand. Doing it consistently makes you win the customer.
How Health Tech Messaging Can Work for Reaching Healthcare Decision Makers
It is not an easy task to engage healthcare decision-makers in hospitals, insurance providers, health systems, and private practices. These high-powered directors, managers, and executives are busier than ever. This makes the process of health tech marketing difficult. Apart from overwhelming job responsibilities, these healthcare professionals are also inundated with ads, emails, and phone calls. So rather than sending them messages randomly, it is important to help your prospects when they are free from their daily disruptions and have time.
Here, an effective health tech messaging strategy can help you reach out to decision makers easily. Health tech messaging strategy lays out various health tech marketing techniques, tricks, or tactics. These health tech messaging techniques or methodologies are helpful in the three stages of your health tech client journey: awareness, consideration, and decision making stages. Through all these stages of health tech massaging, you help or influence health tech decision makers to recognise they have a problem, consider a solution, and finally they take the decision to purchase your product.
4 Factors Influencing the Effectiveness of Health Tech Messaging
Performing your brand messaging haphazardly is not going to take you anywhere in reaching out to people, who need your products. Instead, you should slow down yourself a bit and build a compelling health tech messaging strategy. Test it, launch it, and learn from it.
If you are strategic, you are truly going to drive your mission despite the noise that is existing on the internet today. Here are four important factors that will help you make your health tech messaging strategy effective and compelling.
Understanding Your Targeted Audience
You have a better idea of who you are and what you offer. Now you need to know who your audience is, which is equally important in building health tech messaging strategy. Throughout the process of messaging, it is vital to keep your ideal buyer in mind. So, you will only create messages that will resonate with the needs, interests, motivations, and pain points of your potential clients. The things you want to know about your targeted clients are called buyer/client persona.
Buyer Persona
It is better to create a buyer persona that tells who your customer and what their goals are. Buyer persona also will help you align your brand with your customers. According to HubSpot, a buyer persona can be a semi-fictional representation of your potential customers based on real data and market research and about your current customers.
Knowing who your messages are aimed at is important in developing a successful health tech brand messaging strategy. Before you go any further, buyer persona makes you know:
• Who you are marketing to
• What they care about and value
• The sort of language they use and will respond to
• Geographical location
• Educational and income levels
• Psychographics and behavioral patterns, etc.
Focusing on Your Differentiating Factors from Competitors
To figure out your differentiating factors from the competitors is as important as you understand your place in the market. You will have to assess the differences and similarities between the products and services you offer and your competitors’ offerings. Also, compare the targeted audience of you and your competitors.
Understanding your competition, you face from the market, will get you a clear image of your brand and what health tech message you may have to send out to your targeted audience. Just remember that each of the health tech brands can have only one message; it needs to be unique. Due to the competition, messages can be too similar, but it should not make your customers get confused about your business.
Thus, communicating your uniqueness to your audience is a very important factor. In this regard, conducting some competitor analysis may help you a lot.
Making your Value Propositions Obvious
You can influence how people perceive your brand if you could successfully communicate the values of your business. Values are principles or mission that guide all actions of brands. Storytelling can be effectively used to illustrate the values of your brand. Success stories from Salesforce and Microsoft’s Story Labs are examples. These stories can be on things such as empowering small businesses or improving the world through technology. It creates loyalty when you make your clients feel they are part of something that is going to change the world for the better.
It is very helpful to start your health tech messaging process with your value prop because it is the core of what you do and who you are. Your value prop explains both the emotional and functional benefits your service or products provides. This means the value people get out of your products. Communicating the values of your company is considered strong health tech messaging only when it specifies how your brand is going to solve a problem and why should people choose your product.
Using Multiple Technology Channels for Brand Messaging
In general, digital health tech messaging has to be pinpointed. The spray and pray method will not work to bring in inbound leads. However, if you want to reach out to health tech audience with your health tech messaging, you should be there on all the channels they are on. Here are a few examples of channels, which can be used to reach out to people effectively with your health tech messaging process.
Digital Ads
If digital ads are used effectively for health tech messaging, you can reach out to your target audience easily. When digital ads are used correctly, you can pinpoint the audience through audience targeting and keywords. Moreover, through ad channels, you can reach out to people who otherwise would not have ever known about your products. However, if you are not using digital ads effectively, you will lose money without any results.
Social Media
Most people are active on some sort of social media channels. Many of these people use these channels either for networking or educating themselves in their field.
This is the reason why you should concentrate on social media platforms for effective health tech messaging in a way that encourages interaction and feedback. Along with establishing a strong relationship with your prospects, you can also use social media platforms to build brand awareness through health tech messaging process.
Emails
Emails are the fruitful medium for effective health tech messaging. You can build brand awareness through seeding emails regularly. It will work as a bookmark than a selling point. Potential clients will remember the good interaction you had with them through emails when they have a problem in the future.
Along with these channels, other channels such as videos, websites, blogs, articles, podcasts, etc. also can be used for effective health tech messaging. These multiple channels, where most of your potential clients are present, are selling points for your health tech products or helps in lead generation for healthcare technology products.
To sum up, what matters more in health tech messaging and marketing is projecting your values, differentiating factors, knowing A to Z about your targeted audience, and meeting them on the channel, where they are present. Your health tech brand message is something that makes you dwell in the minds of people. Thus, how you are perceived matters a lot. Start building your brand today by sending out effective health tech messages to your potential clients.
Frequently Asked Questions
How does health tech messaging help?
Heathtech messaging helps you to improve your business by making your potential clients understand what you are and what you do. Brand awareness of your products is done through effective health tech messaging.
What is the best health tech messaging method?
The best health tech messaging method is to project your business values in all the marketing campaigns you do. It should specify what your customers can expect from your products and services and what changes it will make in society.
How does technology help in healthcare?
Technology helps healthcare to avail all patients the best treatment available and make them satisfied and engaged. Also, technology helps healthcare industry to innovate treatments and revolutionize the entire practice in the healthcare sector.
Why is technology important in healthcare?
For achieving optimum patient satisfaction and engagement, technology is important in healthcare. Also, technology plays a role in improving the healthcare system and saving the lives of people.
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Health Technology, AI
Article | July 18, 2023
Dialysis providers face many of the same financial and operational pressures that affect other provider organizations, including flat or reduced reimbursements, chronic staffing shortages, and increasingly complex insurance requirements. Dialysis centers, nephrologists, and renal pharmacies also grapple with the impact of a growing shift in dialysis care to the home setting.
End-to-End Automation Can Reduce Denials, Improve Cash Flow
The good news is that despite these challenges, dialysis providers can sustain strong cash flow, reduce costs, and mitigate denials by applying advanced technology to the revenue cycle.
Here are six ways technology can help strengthen the dialysis center revenue cycle in the today’s difficult operating environment:
Identify undisclosed insurance coverage
Because patients often present as self-pay even though coverage exists, determining their true insurance status can be challenging. Yet failure to identify existing insurance can result in significant write-offs.
That’s why renal providers need technology solutions that can uncover patient coverage information before care is provided. Change Healthcare’s Coverage InsightTMsolution provides an expansive network and search-and-matching capabilities necessary to identify and confirm patient coverages at the outset of care.
The solution uses machine learning algorithms—coupled with access to vast stores of available third-party-data—to develop robust patient profiles, which can then be linked to potential funding sources. Notably, it identifies a variety of indicators, including high probability of disability, income levels and financial status, insurance sources, and other actionable information to help you verify coverage and recover revenue.
We can help identify undisclosed coverage for end-stage renal disease (ESRD) patients through Medicare/Medicaid, Disability/SSI, third-party liability, commercial insurance, state and county programs, social programs, and charity.
Expedite seamless prior authorizations
Streamlining the prior authorization process is essential to help ensure optimal reimbursement for renal care rendered, particularly with commercial insurance and Medicare. But traditional prior authorization processes are frequently time-consuming and labor-intensive and can delay necessary care.
Our Clearance Authorization software addresses the chronic problem of prior authorizations with automated functionality that can determine if prior authorization is required and on file with the payer. The solution also will automatically check medical necessity requirements at the time of registration and electronically submit requests to integrated payers.
Change Healthcare’s Connected Authorization Services go a step further by deploying pre-authorization experts to handle routine authorizations quickly using intelligent technology while working complex cases by exception to improve authorization efficiency and accuracy.
Speed adjudication with electronic attachments
As claims management processes have grown more numerous and complex, providers have struggled to ensure that the correct information is provided to the payer at the appropriate time. The result can be delayed, denied, or rejected claims.
Assurance Attach AssistTMcontributes to faster reimbursement and reductions in denials, organizational expense, and administrative burden by automating the attachments process to meet payers’ increased demands for additional documentation. Attachments are automatically delivered and matched to the appropriate claim, and once the claim is released, claim and attachment status can be easily tracked.
Expedite claims workflow for recurring services
Creating claims for ongoing ESRD care requires repeatedly documenting the same details on each claim. Revenue Performance Advisor, an end-to-end medical billing platform, provides automation that allows dialysis staff to save time by quickly replicating unchanged data from prior visits while updating date-of-service and other information to expedite claims processing.
Revenue Performance Advisor also includes eligibility and benefits verification and automated claims scrubbing that flags incomplete or incorrect claims prior to submission, resulting in a first-pass clean claim rate of 98%.
Accelerate your Medicare claim cash flow
Medicare is one of the largest payers of dialysis services, so ensuring a problem-free and expedited Medicare claims submission process is essential to strong cash flow.
Our Assurance Medicare Direct EntryTMsolution provides a single system for the real-time submission and processing of Medicare claims. It can help expedite reimbursement, reduce AR days, and speed your Medicare primary claim cash flow by at least one full business day.
Assurance Medicare Direct Entry also checks your Medicare claims for eligibility errors using the CMS eligibility transaction system (HETS). Claims needing attention are flagged and posted in Assurance Reimbursement Management for editing. You can quickly correct errors within the system before transmitting the claim directly to Medicare for validation and payment processing.
Optimize patient liability
Making it easy for patients to receive, understand, and pay their portion of the medical bill is key to ensuring a healthy revenue cycle, mitigating the need for collection services, and improving patient goodwill.
With our Patient Billing and Statements solution, Change Healthcare serves as your strategic communications partner, delivering multi-channel, personalized print and digital statements to help expedite patient payment collection.
The solution is designed to provide fast, effective statement and invoice processing, printing, and mailing—cutting your costs and getting you paid sooner. Our advanced statement printing allows you to bypass conventional and time-consuming folding, stuffing, and stamping.
SmartPayTMconsolidates each step of the billing and payment process into one place, enabling you to collect more patient payments, get paid faster, reduce your collection costs, and lower patient write-offs. With multiple payment channels, including online, mobile, telephone and via mail, SmartPay helps expedite patient payments before, during, and after the encounter.
A single, trusted partner
Change Healthcare’s deep knowledge of the renal care landscape and our development of disruptive technologies to overcome traditional revenue cycle barriers can help dialysis centers achieve unprecedented revenue cycle excellence.
And unlike many point solutions that only address a specific revenue cycle issue, Change Healthcare’s technologies are part of a comprehensive approach delivered through a single, trusted vendor. That translates into improved process integration and continuity, as well as simpler overall accountability.
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Health Technology, Digital Healthcare
Article | July 14, 2023
Unlock EHR interoperability solutions with this article. Discover how healthcare overcomes EHR interoperability challenges to facilitate seamless information sharing for better clinical decisions.
1. Exploring Hurdles in EHR Interoperability
2. Addressing EHR Interoperability Challenges: Mapping Effective Paths
2.1 Upgrading from Outdated Legacy Systems
2.2 Managing Inconsistent Information Across Multiple Sources
2.3 Overcoming Organizational Resistance to Sharing Data
2.4 Balancing Security and Consent
2.5 Harmonizing Data Standards Across Diverse Software Systems
2.6 Optimizing Training Resources for EHR Interoperability
2.7 Strategizing Costs for Specialist-driven Interoperability Management
2.8 Navigating Budget Constraints in EHR Interoperability
2.9 Unifying Patient Identification Standards Across HIEs
2.10 Advancing Allergy Management to Enhance Patient Care
3. Embracing Interoperability for a Connected Healthcare Future
1.Exploring Hurdles in EHR Interoperability
Despite significant efforts and investments in health information systems and technology, coupled with many years of widespread availability, the full benefits of electronic health records (EHRs) still need to be realized. The reality is that most physicians continue to rely on faxing and mailing patient records, just as they did a decade ago. Numerous government-certified EHR products are being used, each utilizing distinct clinical terminologies, technical specifications, and functional capabilities. These differences make it challenging to establish a unified standard interoperability format for data sharing. Interestingly, even EHR systems built on the same platform might not be interoperable, as they are frequently highly customized to an organization’s specific workflow and preferences. Given these circumstances, the article examines ten challenges and their corresponding EHR interoperability solutions to enhance patient care.
2.Addressing EHR Interoperability Challenges: Mapping Effective Paths
The primary goal of healthcare interoperability is to enable seamless sharing of health-related information between healthcare providers and patients, aiding in clinical decision-making. Here are several challenges to accomplishing this aim, along with their corresponding interoperability solutions:
2. 1 Upgrading from Outdated Legacy Systems
One of the significant challenges in achieving EHR interoperability is the need to transition from outdated legacy systems. Many healthcare facilities still rely on older, proprietary EHR systems that need more compatibility and standards to communicate seamlessly with modern, interconnected healthcare networks. These legacy systems often need more data exchange capabilities, leading to inefficiencies, data inconsistencies, and barriers to collaborative patient care. The intricate process of upgrading or replacing these systems while ensuring data integrity and continuity of care poses a considerable obstacle to achieving comprehensive EHR interoperability.
Healthcare institutions need to implement a strategic and phased approach to address this challenge. This involves assessing the existing EHR, identifying interoperability gaps, and selecting modern healthcare interoperability solutions that adhere to industry standards, such as Fast Healthcare Interoperability Resources (HL7 FHIR) and open APIs. A well-defined migration plan should be developed, including data migration, new system integration, and staff training. Collaboration with EHR vendors, IT experts, and clinical stakeholders is crucial to ensuring a smooth transition.
2.2 Managing Inconsistent Information Across Multiple Sources
As patients move through different healthcare settings and encounter various medical professionals, their health information becomes distributed across multiple sources, leading to discrepancies, duplications, and variations in data. This inconsistency can compromise patient safety, treatment accuracy, and healthcare quality. Furthermore, different institutions' varying data formats, coding systems, and documentation practices exacerbate the challenge of creating a unified and accurate patient record.
A potential solution to this challenge involves developing and adopting standardized data exchange protocols. By implementing common data standards and practices, healthcare providers can ensure that patient information is accurately represented and uniformly understood across different systems. In addition, robust data validation processes and reconciliation algorithms can help identify and rectify inconsistencies during data integration. Moreover, creating a centralized patient identity management system that links various patient records to a single, accurate identity can significantly mitigate the issue of duplicated or mismatched information.
2.3 Overcoming Organizational Resistance to Sharing Data
This EHR interoperability challenge pertains to the reluctance of healthcare institutions, clinics, and providers to readily exchange patient information and medical records due to concerns over data privacy, competitive advantage, and operational complexities. This resistance often leads to fragmented patient care, hindered medical research, and compromised clinical decision-making.
Addressing this challenge necessitates the establishment of clear data-sharing protocols, robust privacy safeguards, and incentivized collaboration. By fostering a culture of trust, emphasizing the collective benefits of data exchange, and implementing interoperability standards, the healthcare ecosystem can encourage reluctant organizations to actively share essential patient data, ultimately leading to improved patient outcomes and more efficient healthcare delivery.
2.4 Balancing Security and Consent
This challenge in EHR interoperability revolves around the delicate equilibrium between ensuring patient data security and privacy while enabling the seamless sharing of EHRs across different healthcare systems. Striking the right balance involves addressing concerns about unauthorized access, data breaches, and patient consent preferences. While robust security measures are necessary to safeguard sensitive health information, overly stringent restrictions can hinder the efficient exchange of vital medical data, potentially impeding timely and informed patient care, medical research, and healthcare system efficiency.
Potential EHR interoperability solutions to this challenge include implementing a layered security and consent management approach. This involves combining strong encryption, authentication protocols, and access controls to ensure the integrity and confidentiality of EHRs. Moreover, the adoption of standardized and granular consent mechanisms empowers patients to regulate both access to their data and the purposes for which it can be accessed. An integrated framework that employs advanced technologies like blockchain for secure audit trails and data-sharing logs can enhance transparency and accountability. Furthermore, patient education and awareness campaigns can empower individuals to make informed data-sharing decisions, fostering a collaborative environment where security, consent, and interoperability coexist harmoniously.
2.5 Harmonizing Data Standards Across Diverse Software Systems
This challenge encompasses integrating and exchanging medical data across various software platforms and applications used within the healthcare industry. To tackle this challenge, a comprehensive solution includes the widespread adoption and adherence to standardized data formats, coding conventions, and communication protocols by developers, healthcare organizations, and EHR integration software.
To address this challenge, a comprehensive solution involves the establishment of standardized data formats, coding conventions, and communication protocols widely adopted and adhered to by EHR software developers and healthcare organizations. This could be achieved through industry collaboration, government regulations, and incentives for adopting interoperability standards. Additionally, implementing APIs that translate and map data between different formats can help bridge the gap between diverse software systems.
2.6 Optimizing Training Resources for EHR Interoperability
This hurdle involves preparing healthcare professionals, IT staff, and other stakeholders to effectively navigate and implement interoperable EHR systems. Ensuring that healthcare personnel possess the necessary skills and knowledge to seamlessly integrate, maintain, and utilize interconnected EHR systems amidst rapidly evolving technology and standards poses a significant hurdle. This challenge involves understanding the intricacies of interoperability protocols and grasping the broader context of data security, patient privacy, and efficient data exchange among diverse healthcare entities.
To address this challenge, developing comprehensive and up-to-date training programs that cover both technical aspects (interoperability standards, APIs, and data formats) and practical considerations (security protocols, data governance) is crucial. Collaborations with vendors, industry experts, and academia can ensure the training content remains aligned and updated with current EHR trends. Integrating EHR interoperability education into medical and IT curricula can also lay a foundation for future professionals. Continuous learning opportunities, including EHR analytics courses, certifications, and knowledge-sharing platforms, can further bolster the continual development of skills and knowledge exchange. This process cultivates a skilled workforce capable of fully leveraging EHR interoperability while upholding the integrity and privacy of patient data.
2.7 Strategizing Costs for Specialist-driven Interoperability Management
This challenge pertains to the complex and costly task of ensuring seamless data exchange among diverse EHR systems, mainly when managed by specialists with domain-specific knowledge. These specialists play a crucial role in tailoring EHR interoperability solutions to the unique needs of their medical domains. Still, the financial implications of such endeavors can be substantial, involving customization, integration, and maintenance expenses.
Finding an effective solution requires a multi-faceted approach involving standardized interoperability frameworks, modular system design, strategic resource allocation, and collaborative partnerships among EHR vendors, healthcare institutions, and specialists. By optimizing the balance between customization and standardization and leveraging technological advances like APIs and cloud computing, healthcare ecosystems can mitigate costs while achieving efficient and secure data exchange that benefits patients and healthcare providers.
2.8 Navigating Budget Constraints in EHR Interoperability
This issue relates to healthcare organizations' significant financial limitations when striving to establish seamless EHR data exchange across disparate systems. As healthcare entities aim to enhance patient care coordination and data accessibility, the cost of implementing and maintaining interoperable EHR systems becomes a substantial hurdle. This challenge necessitates a delicate balance between allocating resources for EHR integration, customization, and ongoing maintenance while ensuring that patient data remains secure and accessible to authorized stakeholders.
A possible avenue to deal with the budget constraints in EHR interoperability is the strategic adoption of open-source frameworks. By leveraging open-source solutions, healthcare organizations can reduce licensing fees and development costs associated with proprietary systems, allowing them to allocate resources more efficiently. Additionally, collaborating with industry consortia and governmental initiatives that promote standardized data exchange protocols can foster economies of scale, streamlining the implementation process. Moreover, investing in cloud-based technologies can offer scalable and cost-effective data storage and sharing infrastructure.
2.9 Unifying Patient Identification Standards Across HIEs
The crux of this issue involves the need for consistent patient identification methods across different healthcare systems and data-sharing networks. This inconsistency results in errors, data duplication, and compromised patient safety as information is exchanged between entities. Without a standardized patient identification system, accurate matching of patient records becomes a complex endeavor, hindering the seamless exchange of EHRs and undermining the potential benefits of interoperability.
To address this challenge, a comprehensive solution involves establishing and adopting a universally recognized patient identification standard that spans all participating HIEs. This standard could include using unique patient identifiers or a combination of demographic, biometric, and cryptographic identifiers to ensure accurate and secure patient matching. Additionally, implementing advanced data governance practices, strong privacy protections, and robust data validation algorithms would enhance the accuracy and security of patient identification. Collaboration between healthcare organizations, government agencies, and technology experts is crucial to developing and implementing this standardized approach, fostering a more interconnected and effective healthcare ecosystem while safeguarding patient privacy and data integrity.
2.10 Advancing Allergy Management to Enhance Patient Care
Healthcare providers need help seamlessly sharing allergy-related patient data across different EHR platforms, hindering comprehensive patient care. This lack of interoperability leads to fragmented information, potential medication errors, and compromised treatment decisions, ultimately impacting patient safety and outcomes.
One viable solution for addressing this challenge is to establish standardized data exchange protocols alongside a unified health information exchange framework. Implementing FHIR standards can enable the consistent and secure sharing of allergy information among EHR systems. Additionally, incentivizing healthcare organizations to adopt these interoperability EHR standards and invest in compatible technologies will promote a cohesive ecosystem where allergy data can be accurately and swiftly exchanged. Collaborative efforts among EHR vendors, healthcare providers, and regulatory bodies are essential to ensure the seamless flow of allergy-related information, resulting in enhanced patient care, reduced medical errors, and improved healthcare efficiency.
3.Embracing Interoperability for a Connected Healthcare Future
With the goal of a cohesive healthcare future in mind, the value of embracing interoperability is immeasurable. This article highlights the essential role of interoperability in overcoming the challenges posed by fragmented data and improving patient outcomes. As healthcare systems continue to develop, the smooth exchange of EHRs becomes crucial, fostering collaboration among diverse stakeholders and facilitating well-informed decision-making. By creating an environment in which EHRs can seamlessly communicate, healthcare providers have the potential to offer more comprehensive, patient-centered care, minimize duplication, and expedite both diagnoses and treatments. Although achieving an interoperable healthcare ecosystem may involve complexity, the benefits of efficiency, precision, and overall quality of care underscore its necessity as a transformative journey.
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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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