Healthcare marketing professionals are potential heroes of population health and care management as more organizations deploy 360° ecosystems. These communications experts can use consumer data and personalized, automated outreach to help health systems improve outcomes and increase patient engagement.
Healthcare Marketing & Creating the 360° Experience for Diabetes Patients
Let’s explore diabetes – an epidemic in the United States which costs the US $327B per year to treat. Well-informed patients can themselves control most preventive measures and treatments. However, patients living with diabetes struggle with information overload. This leaves them unaware about choices that can improve their overall health.
The American Diabetes Association estimates 10.5% of adults have diabetes, and more than 20% of those adults remain undiagnosed. Healthcare providers are challenged not only to improve the health of those living with diabetes, but also intervene with the millions of adults both newly diagnosed or with pre-diabetes. Because of this multi-pronged ask, health systems need to coordinate diverse expertise to care for at-risk populations. This includes primary care doctors, endocrinologists, diabetes educators, case managers, and many more, and they often work in silos.
With the right clinical intelligence, systems like these use disease-specific nurture campaigns to influence positive health choices and adherence.
Care teams often overlook one of the most powerful patient engagement partners – the healthcare marketer. Marketers have tools and expertise that often hasn’t been leveraged. For example, marketing automation can automate complex communication and outreach workflows. With the right clinical intelligence, systems like these use disease-specific nurture campaigns to influence positive health choices and adherence.
The Patient Experience – Information Overload
Take the example of a patient newly diagnosed with diabetes. Bob is a 66-year-old husband and father of three who recently retired from the local manufacturing plant. He is happy with his coverage from his Medicare Advantage plan and has a good relationship with his primary care provider.
In this scenario, Next Best Actions identified and coordinated outreach for an Annual Wellness Visit related to potential diabetes communications. During this visit, Bob’s provider shared his new diabetes diagnosis. Loads of information followed as Bob tried to understand what this condition meant to him. He barely heard the conversation about potential comorbidities caused by diabetes. The provider covered so many topics:
- Medication adherence
- Mental health
- And on and on
Bob was overwhelmed trying to come to terms with the diagnosis itself. He barely retained a small fraction of information the provider had shared. The provider sent Bob home with volumes of reading material that looked as daunting as his diagnosis felt.
When Bob returned home, he and his family needed time to process this life changing condition. Bob needed to adopt new habits. His family needed to be educated about his condition and actively engaged in his lifestyle changes. Ultimately, this family needed more support than any provider or care team could manage without automating outreach.
The need: Improved communications with at-risk patients
Given Bob’s complex needs over time …
- What would be the right actions to recommend to Bob so that he can best manage his care?
- When should we make these recommendations?
- What communication channels will Bob prefer to receive these critical recommendations?
The solution: Healthcare marketing to the rescue!
Recent advances in infrastructure technology help collect data from tens, hundreds, or even thousands of disparate systems and tables. Reports, profiles, and integrations then provide care teams a 360-degree population view and artificial intelligence to predict their needs. This produces Next Best Actions that coordinate health system efforts and help patients like Bob proactively engage their own care.
- AI tools within the SymphonyRM platform identify and prioritize the highest risk people to coordinate engagement across patients’ desired channels
- Clinical staff deploy disease-specific workflows and care plans – for example, diabetes-specific Next Best Actions – to decrease variations in care
- Leadership leverages reporting capabilities such as SymphonyRM’s Insight dashboards to measure the impact that early and frequent engagement has on clinical, financial and quality outcomes
Since these custom campaigns can be automated, providers can reach more patients without increasing staff.
Let’s return to our patient, Bob. Marketing can now work with the clinical teams to develop nurture-workflows to support both Bob and his family. These nurture workflows deliver key treatment and lifestyle messages to Bob at the right time in his journey. Additionally, the care team can deploy AI-personalized patient education campaigns to influence Bob’s lifestyle choices and keep relevant knowledge flowing. Since these custom campaigns can be automated, providers can reach more patients without increasing staff.
The results: Better informed and engaged patient populations
For the healthcare system, marketing provides low-cost, high return communication expertise to engage and influence patients in healthier lifestyles and treatments.
Bob will experience a continued flow of education, empathy, and support from the provider he entrusts with his health and the health of his family. He can better manage with information and resources available to him through his provider, his health plan, and his community. He is now engaged, empowered and activated.
For examples how health systems are breaking barriers and creating this experience, view this webinar in partnership with Salesforce Partner, Silverline: The 360° Ecosystem: Quantifying the Continuum of Care
Photo credit: @federize