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CONSUMERS TODAY HAVE HIGHER EXPECTATIONS OF THEIR HEALTHCARE PROVIDERS — and they have plenty of reasons to be less forgiving. Their healthcare costs are rising, plans and treatment options have become more complicated and, thanks to the Internet, information is more accessible. Managed care organizations and hospitals alike are facing a new breed of patients without much patience.
These empowered consumers continue to evolve. To survive in this very competitive climate, healthcare providers now must evolve too — with an increased focus on direct-to-consumer educational and awareness-boosting communications. And though the audiences you cater to are numerous — MCOs target employers and members; hospitals pursue physicians and patients — it’s the end-consumers who will ultimately drive your marketing efforts.
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 With great power, comes great responsibility.
Consumers are feeling that. And now so must their trusted healthcare providers. Let’s look at three issues shaping this climate of consumerism, and how you can rise to the occasion.
Rising healthcare costs
According to a Forrester Research survey, 56 percent of consumers say their health expenses have gone up over the past year. Those consumers who do report significant out-of-pocket increases are more than twice as likely to be dissatisfied with their health plan. Trust, loyalty and feelings of advocacy are also declining — making it imperative that MCOs, hospitals and practitioners get a handle on perception. |
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Three critical communication objectives emerge:
> Educate consumers about the true value and cost of healthcare
> Show them how to stay healthy in an effort to control costs
> Do all of this efficiently and conservatively, without looking extravagant to the consumer
A concrete welcome program for new patients or members can set expectations before potential negative feelings can emerge. In a Towers Perrin poll of more than 1,400 U.S. workers with employer-sponsored health plans, 60 percent reported having negative feelings about their overall healthcare experience, especially fear about their ability to make informed decisions. MCOs must educate members about their benefits and disease prevention, while hospitals need to foster brand awareness and promote centers of excellence. |
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Emergence of CDHPs
If consumers will be paying more for healthcare, they require better resources. Though still in their infancy, consumer-directed health plans (CDHPs) are quickly gaining market share. Forrester Research predicts that CDHPs will garner 24 percent of the market by 2010, mainly displacing the now dominant PPOs. Research findings also suggest a growing need for strong educational and communications programs. A qualitative study from the market researchers behind Roper Reports shows that awareness and understanding of CDHPs are low among both consumers and employers.
Effective communications will be the key differentiator for successful plan providers. For CDHPs to work, members need more reliable and consistent information about costs and quality doctors and hospitals. MCOs can arm brokers and employers with marketing collateral that includes newsletters, paycheck stuffers, posters, brochures and even interactive components like CDs. Variable digital printing combined with online ordering is another option that allows your intermediaries to personalize materials and only order what is needed.
Hospitals also can’t afford to be idle. With consumers more financially vested in their healthcare, hospitals and their on-staff physicians also have a responsibility to communicate their vital stats. A print or online newsletter can deliver multiple messages about your best offerings — and they do get read and passed along. (Read article about newsletters.) This single vehicle can help build relationships with your patients and their referrals through critical word of mouth. |
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Internet empowerment
According to Pew Internet and American Life Project, eight in 10 Internet users have looked online for information on at least one of 16 health topics, with increased interest since 2002 in diet, fitness, drugs, health insurance, experimental treatments, and particular doctors and hospitals. It’s evident that Internet use can increase patients’ knowledge about their health conditions, but it doesn’t replace credible guidance from a patient’s healthcare provider.
In a 2004 study reported in the Journal of Medical Internet Research, patients were often too overwhelmed by the information on the Net to make an informed decision about their own care. Because of the unreliable quality of this information, and varying literacy levels of patients, healthcare professionals need to direct patients to trustworthy Web sites and help them evaluate the quality of health information and products. Print and online newsletters can aid the consumer and foster productive dialogue.
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Profitable patient relationships
As consumers become more involved in their own healthcare, influencing their decisions directly will become even more critical. Those providers with a more focused consumer perspective will differentiate themselves in the marketplace. And only then may patients be more
forgiving. |
5 Tips for Speaking to Consumers
 Avoid medical jargon.
 Use an appropriate reading level.
 Maintain a consistent tone.
 Reinforce value and benefits.
 Personalize when possible.
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As president of First Marketing, Ron Drenning champions strong retention strategy and consults with Fortune 500 companies to build lasting brand relationships with their customers. Ron can be reached at
rdrenning@first-marketing.com. |
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