How to drive growth in the age of the new healthcare consumer

The consumerization of healthcare is changing the way hospitals interact with their patients. It is no longer enough to employ traditional marketing strategies. Today, hospitals must develop innovative campaigns, utilizing online platforms and technologies, to truly drive growth and retention.

In healthcare, the actual patient experience has yet to catch up with consumer expectations. A 2016 report commissioned by Prophet and GE Healthcare Camden Group noted 81 percent of consumers are unsatisfied with their healthcare experience. Additionally, healthcare consumers are increasingly turning to technology, with 56 percent of consumers saying they primarily use websites to manage their health, according to Accenture's 2018 Consumer Survey on Digital Health.

Thus, it is imperative for healthcare organizations to recognize changing consumer wants and needs, and deliver personalized, convenient patient experiences. Not only does this encourage patient loyalty, but it also feeds into a hospital's bottom line. Hospitals with "excellent" Hospital Consumer Assessment of Healthcare Providers and Systems patient survey ratings between 2008 and 2014 had a net margin of 4.7 percent, on average, as compared to a net margin of 1.8 percent for hospitals with "low" ratings, a Deloitte report shows.

During a webinar hosted by Becker's Hospital Review on May 29 at 11 a.m. CST, a panel of experts will discuss creating and implementing high-value marketing campaigns, services and technologies to improve patient experience as well as the internal partnerships needed to improve patient access. Alexa R. Warner, manager of the strategy and marketing department at Richmond-based Virginia Commonwealth University Health System will delve into VCU Health's journey moving toward personalized and digitized patient experiences. The other panelists, including Erinne Dyer, executive vice president of growth at Envera Health, and David Roth, vice president of product marketing at Evariant, will share service and technology solutions for marketing maturity - proven to take you from where you are to where you want to go.

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