Top Patient Outreach Campaigns That Work for Healthcare Providers

We use segmentation and marketing tools as a feeder to obtain leads for new patients and then, ultimately, to retain them. We use segmentation studies to find people who may have a greater probability of needing a specific service of care. Of course, we’re building our influencer base. A big part in the social fabric of marketing is how others can give voice to your brand and purpose, without it being a huge cost. We use marketing to help us with 

messaging and differentiation. What do you stand for? How are you different from others? It’s like hotels: You see a lot of them on the same street, but why did you turn into one and pass all the others? Knowing that answer is important to us. When we talk about consumer engagement and stickiness, it’s connected to the causes we champion and our commitment 

to mission. We launched aIn the future, we won’t talk about data-driven decisions. It’s a given that every decision is backed by data because there’s just so much of it, and there are ways to make it actionable. Companies like Starbucks attract consumers because they know and expect a standard experience. It’s always going to meet their expectations. Starbucks doesn’t even have to survey anymore because they do it so well. The end game is delivering an 

Expected standard experience

That’s going to matter in health care. That’s what’s required to match what disruptors are offering. How often have you experienced the retail message, ‘Hey, you left this item in your shopping cart?’ There’s going to be an equivalent experience in health care. When browsing on the web, you’ll be asked, ‘Are you interested in an appointment? Did you find what you 

were looking for?’ That’s consumer experience and engagement — maybe not today, but soon.(formerly known as Healthgrades) is a technology and data analytics company that empowers healthcare organizations to engage consumers and optimize provider relationships to accelerate growth. Our customers benefit from 30 years’ experience applying data 

to drive intelligent engagement and enable personalized healthcare journeys. At Mercury Healthcare, we help healthcare organizations create seamless consumer experiences and improve outcomes to build healthier communitieswell-intentioned silos, yet detached from patient marketing campaigns and communications. Companies and brands are now focusing on human experience and patient-centricity in an integrated fashion,2 aiming to execute 

Patient marketing communications

and support services with a continuous, informed, and humanistic approach— one that senses and responds to patients’ and their families’ needs in all the moments that matter across the journey from diagnosis and therapy to recovery and wellness. Now that patient data can be collected in new ways across both well-known channels (such as doctor visits, 

patient calls, and email) as well as omnichannel connected and wearable devices, updated standards for securely managing this information are also at the forefront of life sciences companies’ strategies for interacting with patients. Patient privacy and other regulatory requirements for managing patient health information (PHI)— such as Europe’s General Data 

Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), or regulations for products being classified as “software as a medical device” (SaMD)—were once viewed as “nonstarters” for innovative programs and devices. Today, however, such regulations are now more clearly understood, and leading life sciences companies are planning for them as part of their product launch, marketing, and engagement strategies.As 

More solutions across the patient

life cycle are created both in the United States and globally, the question for life sciences companies is shifting from “How do we stand up basic patient engagement capabilities, primarily to serve our patients’ needs after they have been diagnosed?” to “How can we create a holistic patient engagement capability that seamlessly combines communications, 

marketing, and education with services to support onboarding, therapy, financial assistance, clinical trials, and optimal adherencebased outcomes, all supported by enabling technologies, secure data, and a unique experience personalized to meet each patient need?” We believe this latter question is more relevant than ever, requiring a deeper evaluation of how to achieve a “patient engagement 2.0” capability. Market trends shaping the landscape In 2016, we 

presented a patient services maturity model that highlighted “table stakes” patient engagement offerings, including educational materials, access to providers, startup assistance, and reimbursement support. Now, these services are essentially the norm. Life sciences companies have increased their investment in patient-facing programs to 

Conclusion

accompany new product launches and to bolster both existing products and products facing end-of-life patient protection. As the market continues to experience pricing pressures and patients become more informed and open to changing therapies, pharmaceutical companies are continuing to invest in creating a differentiated patient experience; for example, transitioning from all-in-one “brochureware” websites to interactive,Also, in 2016, we 

the opportunity for leading life sciences companies to step into the void by establishing self-owned patient engagement capabilities. These patient engagement offerings have become more robust and innovative. Indeed, in addition to pharmaceutical companies, health systems, providers, and payers are also vying to get patients to engage with their own platforms, tools, and systems, typically leveraged from leading enterprise cloud-based platform companies. 

This, however, can create issues. Today, patients being prescribed a new drug may be asked to enroll in their health care provider’s (HCP’s) hospital or clinic patient engagement system, the life science company’s patient engagement program, and a wellness application from their health insurance company, leading to a potentially overwhelming and conflicting patient experience despite the best intentions by all participants. The opportunity here, though