Technology has changed the way consumers interact with anybody offering services they may need, including most services related to healthcare. With more than 70 percent of consumers looking up info online before making a decision, practices have had to shift their focus from simply maintaining a steady stream of patients to taking steps to remain engaged with patients. Take a moment to consider how you may benefit from using some of the latest available technology in your practice.
Using Data to Deliver the Right Content
You get a lot of easily accessible data in your practice about your patients. Access to such information may be used to effectively deliver the right content to patients likely to be receptive to what’s being presented. CRM (customer relationship management) software could be used to track things like how long a patient has been a patient and what forms of contact they’ve had with your practice. This data can also help determine when to reach out to patients and what type of content to use. Marketing automation can then be used to reach out to patients in the following ways:
Sending appointment reminders via email or text
Forwarding useful info on patient-specific conditions with their permission (e.g., articles on how to make smart choices while dining out to diabetic patients)
Contacting patients who haven’t scheduled an appointment in a while (beyond what’s considered average for patient visits)
There is no customer funnel in healthcare. Patients can instantly go from not needing any services at all to suddenly needing medical attention for themselves or a loved one. What a web experience management platform can do is allow you to manage website visitors’ experiences across all of their potential touch points with your practice (e.g., social media, mobile devices, etc.). Such information makes it easier to deliver content that’s personal and relevant to patients. Google Analytics provides similar data on how patients, and potential patients, are interacting with your online content.
Providing Constant Access to Care
Technology can allow for some type of interaction and engagement at all hours. This could be in the form of scheduled social media posts or instant access to FAQs based on what a patient types. An always-on system of engagement also involves using knowledge of behaviors and insights to provide care and related info when it’s needed.
Adapting Artificial Intelligence
Artificial intelligence has more practical uses in healthcare than you may realize. Google’s platform is being used to collect patient data via mobile device to determine health risks. AI programs are also being tested and developed to help improve chronic disease treatments.
Building Predictive Models for Your Practice
Effectively using patient data from claims, clinical information, household details, and other info you have on file can allow you to build predictive patient models. It’s information that can be used to predict individual odds of experiencing certain health issues, which can influence how you communicate and interact with your patients.
Embracing technology in your practice doesn’t have to mean stretching your budget. Social media engagement, for instance, primarily requires an investment in time; and even that doesn’t have to be a major burden if content is strategically distributed. With forms of healthcare marketing that are more personal in nature, such as text messaging and emails, patients should always be given the option to decide if they want that type of interaction.