Understanding today’s patients and the steps they take to research and navigate the selection of their diagnosis and treatment options and their practitioners or caregivers is crucial to providing a positive patient experience.
Acting now as a "buyer” the patient is more empowered and usually more diligent than ever before, researching, gathering information and carefully weighing the options before making an appointment or setting foot in a doctor’s office - or making a Zoom call!
This change in the patient awareness, combined with increasing pressure from value-based care to improve patient outcomes and limit readmissions or unneeded appointments, plays an important role in a patient’s journey.
STEPS
BUILDING AWARENESS WITH THE RIGHT CONTENT FOR YOUR PATIENTS
Consider how digital ads or thought leadership articles might get you in front of the right audience at the right timeHow to Leverage It:
Who is the right audience? What is the right time? Your brand needs to echo a unique position in prospective patients’ minds. Digital ads and quality articles, visual content or videos only perform when constructed from a focus on what your patients want most and what your practice does best.
EVALUATING AND RESEARCHING IF A GP OR PRACTITIONER IS THE RIGHT CHOICE
83% of adult internet users search online for health information1How to Leverage It:
BUILD ENGAGEMENT THROUGH RELEVANT AND SPECIFIC CONTENT
Use marketing channels to share unbiased information to help patients live and healthy lifestyle and be upfront about costs and expectations
How to Leverage It:
CONSIDERATION
54% of Millenials look online before choosing a doctor²
How to Leverage It:
Like some help?
If you would like help in defining your patient buyers and to sharpen your content strategy, the Ys team can assist you. Our marketing specialists can develop a suite of patient personas unique to your brand. And remember, your personas are only as good as the data-driven research that goes into them. They should be based on a combination of qualitative and quantitative data collected from multiple sources such as interviews — and of course some educated guesses.
But of course you could always kick this off with our free, customisable patient buyer persona ebook. It will let you easily organize your research to create your very own patient buyer personas. With this ebook you can learn best practices for persona research and create thorough, detailed patient buyer personas that you can share with your entire company.
Co-authors
Phil Young and James Burgin
Phil and James each have more than 2 decades of experience in helping clients define their brands, and supporting them to succeed in omni-channel marketing environments, including reaching global acquisition status. Phil and James’ collaboration with their clients produces breakthrough results and sustained shifts to achieve positive outcomes. Today with this extensive understanding of health, retail, and business education as marketers, they foresee the consumer in all their guises pivoting with technology and embracing their own deep research to fulfil their own needs.
Businesses who embrace these new marketing forces and environments are well positioned to succeed.