Archive for April, 2014

The Millennials are coming. Is your healthcare marketing on target?

April 16, 2014

Millennial InfographicIs your hospital and physician practice marketing connecting with 20-30 year-old women? These are the people who are often choosing a physician for the first time. They are entering into a lifetime of health care needs and making their own decisions without strong parental influence.

For OB/Gyn physicians and hospital women’s service lines it is important to reach this group. They are the future for your patient growth. But according to a new Pew Center study this generation is very different from previous generations. Is your healthcare marketing message changing to fit with their lifestyle?

This is a generation of firsts. They are the most racially diverse of all generations with 43% being non-white. They are also the best educated generation with over 33% having a 4-year degree or higher. With that higher education comes more debt. Millennials are also the first in the new era to experience higher debt, poverty and unemployment than GenXers or Boomers did at their age.

This may be one of the reasons that they are also marrying later than earlier generations. The median age for women to marry is 27 and for men it is 29. Even though they disapprove of the trend 47% of births are out-of-wedlock.

Millennials are less likely to associate themselves with political or religious organizations. They socialize online. They are digital natives and spend time on social networks putting themselves at the center of these social networks with more than 50% of them posting selfies. 90% will trust medical information from a friend online, but as a whole they are far less trusting of people in general.

So what are some key takeaways for this group of new healthcare consumers? First you will find them online. But as an outsider you will need to work hard to gain their trust. They are well-educated and are used to researching and comparing products online too. You will need to provide more relevant information that applies to them. They are also different socially in that they are marrying later and having more children before marriage. This accounts for almost half of births for this age group, an important point to keep in mind when promoting your Ob/Gyn or women’s services.

 

Sources: Pew Research: Social and Demographic Trends, Search Engine Watch

Lessons Learned from Fast Food Service Relevant for Healthcare Customer Engagement

April 9, 2014

The focus for hospitals and physician practices has been to deliver excellent customer service to engage patients and visitors. Which is fine, as far as that went.

Focusing on just customer service by itself is passé in today’s fast moving world. Customer engagement is the marketing tool that hospitals and physician practices are wisely embracing. Simply put, that means that in addition to delivering excellent customer service, your communications with customers – patients, visitors and even employees – need to be done in an engaging, ongoing manner. It’s about more than just communicating information. You want to pull them in with frequent two-way conversations in order to develop successful relationships.

Recently, I was engaged on a retail level by Chick-Fil-A regarding their Founder Truett Cathy. I received an email that it was his birthday and was urged to join them in wishing him a happy birthday. Because I absolutely love their food and have a great deal of admiration for Mr. Cathy and the brand he has developed, I took a moment – on my phone – to send him a birthday greeting. I received a reply thanking me and inviting me to join them soon for a meal. This was a very simple, but effective, means of engaging me as a customer and leaving me with a warm feeling towards this company – and their brand.

The beauty is, that if done correctly, what works for your customer, will work for your healthcare practice or hospital. One simple way is to use social media to make it easy for them to contact you online and give them options. Get patient input on how to enhance quality improvement. Give them ways to interact with you on their schedule. Remember, it’s a mobile society and customers are constantly seeking information and resolution 24-hours a day. Create positive experiences and outcomes for them. The more you interact in helping to solve their issues, the more loyalty you create for your hospital or physician practice.

And, yes, I am planning on visiting my neighborhood Chick-Fil-A for a meal soon!

Important Considerations for Developing Physician Websites

April 2, 2014

A great website takes a lot of work to design, implement and maintain – and they are critical today. Your patients not only expect your practice to have one, but expect that the information they want and need will be there, whether it is a patient portal that enables them to schedule appointments, get a prescription refilled, check on lab and test results, pay their bill online or find office hours and locations.

A physician website should include:
• An up-to-date look and design that is visually attractive and compelling
• A site that is responsive so that it is easy to view on different devices
• Graphics and videos that are compatible and come up quickly (no Flash)
• A content management system (CMS) that allows you to make copy and photo changes
• Short, easy-to-grasp and grammatically correct content broken up by subheads and bullets that make it easy for healthcare consumers to scan the content (hint: no one reads long blocks of copy anymore)
• Information that is well organized and easy to find so that viewers don’t have to search for what they need
• Pages that load quickly – generally in two seconds or less
• Use of good search engine optimization (SEO) practices so that your site ranks higher on search engines and shows up earlier on pages – most consumers do not look beyond the first, and sometimes the second page, of search results
• The ability to work across different browsers (Internet Explorer, Safari, Foxfire, etc.)

Today, your medical practice is judged not only by the health care you deliver, but also by your website. Most people initially research your site before they ever decide to make an appointment. And, while they are researching your practice, they are also researching others that offer the same services. It’s a given that they will compare your website to others to get a sense of what you offer and how information is presented.

The professionalism of your website and how it engages current and prospective patients is a reflection of your practice. Make it the front door that warmly welcomes patients.


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