4 Healthcare Megatrends that are Here to Stay
Given all the changes in the healthcare industry, it’s sometimes hard to differentiate fad from fact. Here are four important trends that aren’t going away—realities you need factor into your strategic marketing now and going forward (if you haven’t already!).
1. Content marketing – this topic has likely been at the top of everyone’s to do list in 2016, but it’s time to raise the bar. To cut through the clutter, context is king. You must create or tailor content for each social or digital platform according to protocols and users’ expectations. Most often, this means keeping your content short and concise. Bite size amounts of content are more likely to be read and acted on than lengthy ones.
2. Convenience is expected –consumers have come to rely on “1-click convenience” and they’re online using a variety of devices. They are used to gathering healthcare information in real-time, scheduling appointments, refilling prescriptions, checking clinic hours and more. Is your healthcare organization offering secure, easy to use (and mobile-friendly) online processes? Do you have a mobile app developed and launched? Be sure to deliver the “1-click, 2-clicks and email confirmation” for your patients and plan members.
3. Digital vs. traditional marketing – the shift from marketing dollars spent on traditional to digital campaigns continues because it’s easier to track campaigns AND it’s faster to launch them. Digital campaigns are scalable (for testing and budgeting) and even smaller ones with a tighter niche focus can be very effective. Digital also allows you to easily test and modify content, offers, and calls-to-action based on audience response. Use data from digital campaigns to analyze and measure outcomes. Test, refine, execute, repeat=SUCCESS.
4. Telemedicine – has been praised as a creative way to oversee patient care, especially for those with chronic illnesses that require regular monitoring to ensure compliance with treatment/care plans. Unfortunately, Medicare and many private insurers do not pay for telemedicine outside of rural areas that have a shortage of providers. However, new requirements on private payers may be effective at financially encouraging the use of telemedicine to meet new network requirements in 2016 and beyond.
5. Complying with new quality of care & payment policies – this year and going forward, new rules are being introduced around quality improvement, reporting and payment policies that will substantially change the way Medicare, Medicaid and insurers reimburse providers. With heightened care quality and patient satisfaction requirements, providers must be willing to adapt their processes and practices to ensure that they are not penalized or see their payments reduced due to non-compliance.
What trends are affecting your organization or practice? We’d love to hear from you!