Patient Acquisition, Engagement and Retention in the Digital Age
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The document discusses strategies for patient acquisition, engagement, and retention in the digital age, emphasizing the importance of customer experience (CX) in healthcare. It highlights the need for organizations to understand their audience, deliver engaging and educational content, and improve usability and accessibility of online platforms to enhance patient interactions. Additionally, it suggests leveraging social media, patient reviews, and email marketing to build trust and attract potential patients.
Patient Acquisition, Engagement and Retention in the Digital Age
- 1. ><2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM 1 PATIENT ACQUISITION, ENGAGEMENT AND RETENTION IN THE DIGITAL AGE MARISA PEACOCK, CHIEF STRATEGIST
- 2. >< Founded by Marisa Peacock in 2010, the Strategic Peacock empowers clients to Shake their Tail Feathers through authentic social media marketing. Marisa is also an adjunct faculty member at the Maryland Institute College of Art in Baltimore, MD where she teaches social media marketing as a part of the Business of Art and Design graduate program; at West Virginia University’s Reed College of Media, where she teaches Emerging Media and the Market as a part of the Integrated Marketing Communications graduate program; and at Brandeis University, where she teaching Digital Imaging, Video and Media Production as a part of the Rabb School of Continuing Studies. www.strategicpeacock.com The Strategic Peacock helps helps organizations create and implement online strategies that appropriately target the right audience with the right information using the right media. About the Strategic Peacock 22018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM
- 3. >< Customer Experience (CX) is the practice of designing and reacting to customer interactions for the purpose of meeting or exceeding customer expectations, thereby, increasing customer satisfaction, loyalty and advocacy. By focusing on these experiences, businesses can better retain and maintain customer relationships. Even if you think your brand and customer experience is one thing, if the customer perceives it as something different, that is what the actual customer experience is. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM What is Customer Experience? 3
- 4. >< Understanding the customer journey is about learning what customers experience from the moment they begin considering a purchase, and then working to make the journey toward buying a product or service as simple, clear, and efficient as possible. Truly understanding customer needs may help companies improve not only the buying experience but also their bottom line. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Why Does CX Matter? 4
- 5. >< 01Great Customer Experience Understand who your audience is, what their behaviors are (on and offline) and how they engage Know Your Audience 5
- 6. >< WHO USES SOCIAL MEDIA? Source: Pew Research Center, Survey conducted Jan. 3-10, 2018. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM 18-29 30-49 50-64 65+ Urban Suburban African- American Hispanic White Male Female Y O U T U B E FA C E B O O K I N S TA G R A M P I N T E R E S T S N A P C H AT L I N K E D I N T W I T T E R
- 7. >< f in t @ f in t @ f in t @ Boomers Baby Boomers tend to be curious, asking their providers health-related questions and researching topics further online. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Gen X Gen X expect to be allies in their care. They get 3rd opinions as a matter of course. They are decision makers for multi-generations - these are the people to ask for advice. Millennials Millennials want deep, genuine connections with their physicians. More inclined to use technology to engage with their health and prefer to it facilitate patient-provider communication. Know Your Audience: How Generations Participate in Health Care 7
- 8. ><2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM 01 02 03 They have spending money Millennials make up 21% of all consumer discretionary purchases They’re Parents 25% of Millennials are parents They believe in something Almost 50% of Millennials would rather purchase from a company if their purchase supports a cause 04 05 06 They have friends 46% of Millennials have more than 200 Facebook friends They live in urban areas Austin, Salt Lake City, San Diego, Los Angeles, and Denver have the highest concentration of Millennials They are diverse 42% Millennials identify as race other than non- hispanic, white Know Your Audience: 6 Fun Facts about Millennials 8
- 9. ><2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM 01 02 03 Mobile 87% of millennials use between two and three tech devices at least once on a daily basis. Social Media 62% of millennials say that if a brand engages with them on social networks, they’re more likely to become a loyal customer. Collaboration interested in helping companies develop future products and services 04 05 06 Values Millennials connect best with people over logos; love brands that support their local communities Context 89% of millennials are likely to act on the notification received from their favorite brand Word of Mouth Seek the opinions of others; don’t make a major decision until they have discussed it with a few people they trust Know Your Audience: How Millennials Engage Online 9
- 10. >< 02Great Customer Experience Deliver Engaging Content Create content that is effective, relevant and easy to access.10
- 11. >< By providing education on engaging topics, you will be able to raise awareness and increase your patient acquisition. Don’t hide behind the text, use video to show your personality and connect with your audience. Educate current and prospective patients: Patient education videos can focus on common eye conditions and procedures, from explaining cataracts and dry eye to showing how digital lenses are created and how the iStent implant works. Provide instructions: Instead of giving patients a paper handout with instructions— provide video that includes this information along with frequently asked questions about their procedure. You can make the video available on your website or patient portal, or email it directly to patients. Promote Patient Testimonials: Personal stories from satisfied patients are one of the best ways to promote your practice Videos are highly effective when utilized across the patient journey. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Deliver Engaging Content: Video 11
- 12. >< Along with forums, health systems can use social networking pages to encourage patient discussions. To successfully engage patients on social media forums or networking sites, organizations must regularly monitor these platforms to respond to patients in a timely manner, as well as ensure fresh, engaging content is added often to keep patients interested. Show, Don’t Tell: Photos receive more likes, shares, and comments than text or links. People don’t like to read text posts on social networks. Images help your message go viral. Share Customer Testimonials & Reviews: There is no one better than your happy customers to tell your success stories. Most of the people rely on customer reviews before making a purchase. Use Hashtags: Hashtags help users find the relevant content and allow you to connect with other users. Keep your hashtags concise, relevant, and conversational; Don’t use spaces or punctuations; Don’t use too many hashtags. Engage with patients in real-time. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Deliver Engaging Content: Engagement 12
- 13. >< Encourage patients to leave reviews on Facebook or Yelp or other review sites. Monitor reviews and reply to questions in timely manner. Feature positive reviews on your website. Use reviews as a springboard into a longer conversation: Customers relish the experience of being talked back to by companies and engaging in longer discussions about how companies can do better. If customers want to talk with you more, find opportunities to create and draw them into longer-form discussions. Be responsive. Respond to 100 percent of negative reviews and at least 20 percent of positive reviews. Patients post complaints because they want a quick response, and it’s often the easiest and most timely way to provide feedback. If reviews are left unanswered, it may look like you don’t care about patients or their concerns. This can lead to additional negative feedback, which could drive potential new patients to other providers. Embrace feedback and encourage patients to review you. Embrace user feedback, show that you’re listening, and respond whenever you can. On sites that allow you to be open about requesting your patients’ honest opinions, be active in encouraging people to review you. Nearly 70 percent of patients rely on online reviews when choosing a healthcare provider. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Deliver Engaging Content: Reviews 13
- 14. >< 03Great Customer Experience Focus on usability, functionality and accessibility to improve experiences Use Good Design 14
- 15. >< By offering a quality user experience on your website, including great content and easy navigation, you encourage initial visitors to return when they want more information in the future. The more people interact with your site, the greater your odds of acquiring them as patients. Responsive design. Users who are accessing your website from a mobile site are treated differently than those using a computer. Ensure your website is easily accessible via mobile devices on various browsers. Be useful. Your website should be filled with useful content that allows the patient to become more empowered and knowledgeable about their health condition. Offer secure, online conveniences. Most patients want conveniences such as online appointment scheduling and bill payment. These features help the patient communicate 24/7 with their doctors and help practices function more efficiently. While these conveniences are important, information must be kept secure. That’s the balance that HIPAA compliant, medical website developers must maintain to help medical practices operate lawfully, and successfully. People go online to research health conditions out of curiosity or concern. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Use Good Design: Invest in the User Experience 15
- 16. >< Be sure to clearly list office contact information, hours of operation, location on social media profiles and on your website. About Us. The About Us section of a website provides an opportunity to speak directly to potential patients about your services. Include your specialty services, awards or certifications and what makes you unique. You’d be surprised how much a good about us section can influence patients. Make it easy for visitors to become patients. Including clear calls to action (CTAs) across your website ensures that once patients have the information they need to make a decision, it’s easy for them to convert. Let your personality shine. Anonymous staff won’t create confidence for your organization, instead present transparency and credibility. When people learn more about the people behind the scenes, and the persona of the office is known, the experience becomes memorable. Make it easy to find relevant information. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Use Good Design: Be Transparent 16
- 17. >< 04Great Customer ExperienceApply strategies that enhance how you are found online, across social media and through search Be Discoverable 17
- 18. >< Write a blog on current trends and needs of patients that your office serves. Apply SEO techniques and share your links on social channels to attract readers. Offer newsletter sign-ups, site subscriptions and patient acquisition contact forms to retain visitors. Engage your audience on social media with regular posts, content shares and responses to healthcare questions or comments. Become a thought leader in your field by sharing smart, useful content. Posting your own tips or share articles that could interest patients enough to keep coming back to you for more information. This builds trust and keeps you at the top of readers' minds when it comes time for them to find a new doctor or make an appointment. Email Marketing: Custom newsletters can serve content that converts. The content you deliver via email should by hyper-focused on relevant questions/concerns your subscribers have, and the more you can personalize each email, the more likely you are to encourage responses and generate leads. Search-Engine Optimization: SEO-friendly content helps you rank organically in search, helps prospects discover you for the first time and helps deliver on searcher intent. Retargeting. With a small snippet of code (a cookie) on your site, you can track the history and mobility of your web traffic and then serve them ads afterward. This subtle yet effective nurturing encourages visitors to return to your site until they finally convert. Thorough inbound marketing includes a strong website, content marketing strategies, search engine optimization and social media marketing. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Be Discoverable: Engage in Inbound Marketing 18
- 19. >< In this age of social media, “valuable brand advocates” who share opinions on- and off-line with peers are arguably the most effective marketing tool. Health Care Advocates need to be there when inspiration strikes consumers and as they start researching topics online. Create a referral process: People are 4x more likely to buy when referred by family or friends. Create a sense of community. Showcase user-generated content shared on social media on your website and across channels. Leverage what makes you unique. For your brand to become truly noteworthy, there has to be something about you that people will remember. By offering something unique that people want to talk about with their friends and family, you will stand out among your competitors. See something, say something 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Be Discoverable: Word of Mouth 19
- 20. >< Many employers have implemented or ramped up wellness programs in recent years in an effort to reduce organizational health costs, improve work-life quality for employees, and enhance productivity. Align yourself with these company goals by offering informational and advisory services. Companies are often willing to set up seminars, workshops and lunch-and-learn meetings, which serve as your platform. As you discuss basic information and tips, include examples of services you provide. Leave brochures and other promotional collateral with participants. Get involved with company wellness programs. 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM Be Discoverable: Collaboration 20
- 21. STRATEGICPEACOCK.COM @MARISACP51 [email protected] 21 2018 OPHTHALMIC PRACTICE MANAGEMENT SYMPOSIUM