Is your health community ready for the distribution of the COVID-19 Vaccine? Do you have a plan to communicate preparation, progress, execution, and success to the neighborhoods you support?
Healthcare consumers across the nation are looking to their healthcare providers for COVID-19 answers. Communities need trusted information to help them stay up to date, stop the spread, and provide guidance on access to the vaccine. While COVID-19 may have several unknowns, most health systems already have processes built they can borrow from to provide steady streams of valuable information and education.
We’ve analyzed thousands of best-practices from patient outreach campaigns ranging from COVID response, flu outreach, and even evidence-based population health models to identify critical best practices for patient engagement. As you prepare your patient outreach, we’ve also included key questions that should be answered to ensure the success of your outreach.
- Plan
-
- Define the Campaign Goal
- What is the desired outcome or goal of the campaign? Patient information? Vaccine clinic logistics? Community Trust? Etc.
- What is the timing or sense of urgency driving the campaign?
- What is the impact to care delivery from executing the successful campaign?
- Define the Call to Action (CTA)
- What are the steps or instructions that you would like your patients to take?
- What would you like to happen when you notify your community? What action would you like them to take?
- Are you providing educational content? Are you trying to get patients to take a certain action?
- What are the next steps after a communication is received?
- What are the key performance metrics that you will be using to measure the effectiveness and success of your campaign?
- Define Audience
- Who are you trying to reach and what is the specific message for that audience?
- Should your entire community receive the same message?
- Can you segment out your audiences by risk? By location? Other factors?
- Determine Channels
- Which medium is best for communicating to your community?
- Should the same message be shared across multiple channels? Should messages be different in each channel?
- Which channel does each of your patients and consumers prefer?
- Are the channels you are using to communicate secure?
- Identify Resources
- Which teams or departments are necessary to help when patients engage from the call to action?
- What interdepartmental communications should be sent educating staff on the desired outcomes of the campaign?
- Define the Campaign Goal
- Design/Build
-
- Build Marketing Content
- Can the content be personalized by audience segment and individual?
- Do you have the right content for each communication channel?
- Do you have the right content for each touchpoint in each channel to influence the patient?
- How will you be measuring the effectiveness of your content?
- Set up Marketing Automation Workflow
- Do you have the right system and infrastructure?
- What IT dependencies do you have to launch the campaign?
- Who manages the marketing automation system and workflows?
- Does your system support multi-channel outreach and engagement?
- Build Marketing Content
- Launch
-
- When should communications be sent out?
- Which audience should receive the communication first?
- Which channels should be launched first?
- Are you expecting responses to the communications that you are sending out?
- What happens if there is no response to the CTA you specified? What happens if 100% of the audience responds to the CTA?
- Measure
-
- Review your metrics to ensure campaigns are having the desired outcomes
- Communicate progress to your communities to help build trust
- Assess results to make any necessary pivots based on health or other trends
- Optimize
- What channels are most effective for engagement and action?
- What content pieces are most effective?
- Which audience segment is engaging the most?
- What gaps do you see and what are your plans for addressing those gaps?
To help further accelerate your time to market, we have purpose-built a COVID-19 Vaccine Patient Engagement Solution that includes the following and can be deployed quickly:
- Pre-mapped, personalized, data-driven journeys across multi-channel (SMS, email, phone, mail).
- Multi-tiered best practice playbooks which see 56% better engagement than industry average.
- Quick start templated assets and marketing automation journeys.
- Vast content library with turnkey, editable content (articles, e-guides, videos and more).
- Dozens of marketing data integrations = deep multi-touch insights.
- Standard real time reports.
- Dedicated team of healthcare marketing professionals who will partner with you to build, launch and measure campaigns on your behalf (with your branding).
- Minimized integration and IT infrastructure dependencies for quick and secure deployment.
- Accelerate your revenue recovery.
Regardless of which approach you choose, now is the time to build engagement and loyalty to reestablish your organization as a trusted resource for COVID-19 and vaccine-related content.
- Your competitors and retail pharmacies are already communicating daily about the COVID-19 vaccine.
- Your patients and community are waiting.
- Are you ready?
Dani Titterton
Dani Titterton is a SymphonyRM AVP Client Solutions Executive with over 20 years of IT and customer facing experience. She works with our clients to achieve value by identifying and closing AI and data driven Next Best Actions. Her role includes leadership for the SymphonyRM NBA playbooks, client NBA planning and implementation, client onboarding, call center consulting and builds, as well as on-going strategic planning with client executive leadership.
Sarah Coles
Sarah Coles is a marketing veteran with over 15 years leading marketing efforts in highly competitive environments. She now leads healthcare marketing services, helping clients with outreach, for SymphonyRM. She works every day with healthcare clients to engage their patients. Sarah is an expert at AI & Next Best Actions driven strategies.
