The healthcare marketplace is evolving and consumers have access to more information than ever before. With patients taking on more financial responsibility for the care they receive, consumers' expectations of healthcare have also shifted.
At Becker's Hospital Review 6th Annual Meeting in Chicago, Julia Brady, senior associate dean for engagement strategy & external relations at University of Chicago's Graham School of Continuing Liberal and Professional Studies, and Tricia Geraghty, corporate vice president for marketing and communication at the Children's Hospital of Wisconsin in Milwaukee, shared three lessons in consumer-driven healthcare.
Lesson 1: Use technology to engage patients. "Technology has drastically changed the expectations of patients," said Ms. Geraghty. Because of that, she said, Children's Hospital of Wisconsin is trying to develop relationships with its patients online through Facebook, Twitter and Instagram. The hospital also has a blog that allows for further interaction with patients. Ms. Geraghty said the hospital is also planning to put its physician ratings on its website to make that information more accessible to patients and potential patients. "Based on experience on other sites, patients expect a new level of service and access," said Ms. Geraghty.
Lesson 2: Understand the influencers. "In the past, it was the patients relying on their physician referral as to where to receive care. Now there are so many other things influencing that," said Ms. Brady. For instance, the creation of retail clinics has caused patients to expect more traditional providers to offer more convenient care. Ms. Brady also discussed how word of mouth is still one of the most important factors influencing where a person seeks care, which makes the patient experience and engaging with patients even more important.
Lesson 3: Explore engagement models outside of healthcare. "Consumer engagement hasn't kept up with changes in the marketplace," said Ms. Brady. For ideas on how to improve engagement, she suggested looking to successful models outside of the healthcare industry. For instance, she mentioned Uber and SpotHero, which are both smartphone apps that offer convenience to consumers by providing them with transportation that is easy to reserve and helping them locate parking spots. Ms. Brady pointed out that some healthcare organizations have made progress in this area, such as those that provide their emergency department wait times online. However, she noted there is still significant work to be done.