How patients select their healthcare service

How patients select their healthcare providers

Phil Young customer journey, healthcare marketing Leave a Comment

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.

How patients select their healthcare service

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 time

How 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. 

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EVALUATING AND RESEARCHING IF A GP OR PRACTITIONER IS THE RIGHT CHOICE
83% of adult internet users search online for health information1

How to Leverage It:

Learn More

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:

Learn More

CONSIDERATION

54% of Millenials look online before choosing a doctor²

How to Leverage It:

Learn More

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.

GET THE CREATE YOUR OWN PATIENT PERSONAS EBOOK

Do you know who your typical customers are?
Do you know where they shop?
How much money they make in a year?
How many kids they have?

As a whole, all these things may not seem important to you compared to the product you sell, but they are important characteristics for your customers and how they make their purchasing decisions.

This is a major point of discussion with all our customers in a make or break effort to make content constantly relevant. Our friends at Hubspot have done a great job in breaking it down and offering a tool to keep things visual as well. As they put it 'personas put a face to your customer and help you identify their needs and wants.'

Knowing persona characteristics can be invaluable to your company as you develop your marketing campaigns and products over time. If you are having trouble reaching your customers in a way that is valuable to your company, you might consider doing some research and building some personas.

6 Benefits of Well-Defined Marketing Personas

Here are six core benefits to why establishing well-defined personas is a good idea for you and your customers.'

Image

1. An Understanding of Customer Needs/Interests:
When you're trying to buy the perfect gift for your mother, spouse, or friend, you can easily visualize them in your head as you shop. You can imagine their needs and wants, the things they'd love, the things they'd be interested in, and all the things they hate. Customer personas work in the same way. They allow you to better understand the needs and wants of your customer base.

How to Leverage It:

By knowing the problems your customers face, you can cater your content to your audience in a way that they'll find valuable. Use these insights into your customers' needs and wants to identify the topics your prospects want to learn more about, and create content around those topics.

Image

2. Knowledge of Where Customers
Spend Time:

Once you know the background of each of your personas, this insight will help you gain a better understanding of where your customers spend their time online, where they go to get their information, and which social networks they typically use to connect with family, friends, and co-workers.

How to Leverage It:

Knowing this information will allow you to better target your content and promote it in the places your prospects are most likely to see it. If one of your personas tends to spend more time on Facebook compared to another, who prefers email, you'll know which type of content needs to be in each place. The prospects you want to reach are more likely to react to the content that interests them if it's found in the channels they already populate.

Image

3. Better Quality Leads:
So far, your personas have helped you to identify what interests them, which content topics they prefer, and where to find them. What does that all mean exactly? It means you are going to be able to better cater your marketing to the right people in the right places, all which gives you the powerful opportunity to generate better quality leads.

How to Leverage It:

Use the information you collect about your prospects to help you make a personal connection through email marketing and be better able to direct your messages in a more personalised way. This will also enable you to build better lead nurturing programs targeted at different personas and improve lead quality for you company, which in turn means better customers!

Image

4. Consistency Across Your Business:
At HubSpot, they use personas internally and leverage our knowledge of them constantly. If someone references one person over another, they know exactly which customer group their co-workers are talking about. Across the board, personas create a consistent and specific understanding of each target group of customers within your company.

How to Leverage It:

This information is incredibly useful for your sales team. If a lead is designated as one persona over another, Sales can be better able to tailor their sales pitch before even connecting with the lead for the first time. They'll already have an idea of what is important to that lead and their company, they'll be better prepared for the particular questions the lead might ask, and they'll have a clearer understanding of what it will take to close the sale.

Image

5. Richer Closed-Loop Analytics:
Once you know which persona will lead to your most ideal customer, you'll also know which leads your marketing and sales team should be spending the most time on attracting and working. This creates more efficiency within your company overall because there is less wasted time dealing with leads that will never purchase or acquiring customers that don’t stick around for long term.

How to Leverage It:

Use your closed-loop marketing analytics to identify which of your different marketing personas make better customers. Then allocate your time and money effectively to the right channels that are the most efficient in attracting these better customers.

Image

6. Better Product Development: Not only do personas allow you to generate better quality leads and customers, but they also help you work with your customers and build future products/product features to suit their needs. With well-developed personas, you can create products and services that are more closely aligned to what your customers want, allowing you to better cater to their needs. You'll be more likely to keep customers for the long haul if your products and services grow and change with your customers.

How to Leverage It: Use the information you gather about your different marketing personas to inform and make recommendations to your product development team so you can create killer products that appeal to your customers.

When working with personas, you are really just turning shifting your view of 'customers' to actual people with specific interests, wants, and needs. Get to know your ideal customers better, and you will find that the benefits are endless. How has your company leveraged the use of marketing personas to gain business?'

Want to do yourself?

Get our How to create a Buyer Persona Ebook

Like some help?

If you would like help in defining your customers and sharpen your content strategy, Ys can assist you. Our marketing specialists can develop a suite of customer personas unique to your brand. But 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—not from the opinions and assumptions of your team.

 For more information, reach out from our contact form.

Do you know who your typical customers are?

Do you know where they shop?

How much money they make in a year?

How many kids they have?

As a whole, all these things may not seem important to you compared to the product you sell, but they are important characteristics for your customers and how they make their purchasing decisions.

This is a major point of discussion with all our customers in a make or break effort to make content constantly relevant. Our friends at Hubspot have done a great job in breaking it down and offering a tool to keep things visual as well. As they put it 'personas put a face to your customer and help you identify their needs and wants.'

Knowing persona characteristics can be invaluable to your company as you develop your marketing campaigns and products over time. If you are having trouble reaching your customers in a way that is valuable to your company, you might consider doing some research and building some personas.

6 Benefits of Well-Defined Marketing Personas

Here are six core benefits to why establishing well-defined personas is a good idea for you and your customers.'

Image

1. An Understanding of Customer Needs/Interests:
When you're trying to buy the perfect gift for your mother, spouse, or friend, you can easily visualize them in your head as you shop.
You can imagine their needs and wants, the things they'd love, the things they'd be interested in, and all the things they hate.
Customer personas work in the same way. They allow you to better understand the needs and wants of your customer base.

How to Leverage It:

By knowing the problems your customers face, you can cater your content to your audience in a way that they'll find valuable. Use these insights into your customers' needs and wants to identify the topics your prospects want to learn more about, and create content around those topics.

Image

2. Knowledge of Where Customers
Spend Time:
Once you know the background of each of your personas, this insight will help you gain a better understanding of where your customers spend their time online, where they go to get their information, and which social networks they typically use to connect with family, friends, and co-workers.

How to Leverage It:

Knowing this information will allow you to better target your content and promote it in the places your prospects are most likely to see it. If one of your personas tends to spend more time on Facebook compared to another, who prefers email, you'll know which type of content needs to be in each place. The prospects you want to reach are more likely to react to the content that interests them if it's found in the channels they already populate.

Image

3. Better Quality Leads:
So far, your personas have helped you to identify what interests them, which content topics they prefer, and where to find them.
What does that all mean exactly?
It means you are going to be able to better cater your marketing to the right people in the right places, all of which give you the powerful opportunity to generate better quality leads.

How to Leverage It:

Use the information you collect about your prospects to help you make a personal connection through email marketing and be better able to direct your messages in a more personalised way. This will also enable you to build better lead nurturing programs targeted at different personas and improve lead quality for your company, which in turn means better customers!

Image

4. Consistency Across Your Business:
At HubSpot, they use personas internally and leverage our knowledge of them constantly. If someone references one person over another, they know exactly which customer group their co-workers are talking about. Across the board, personas create a consistent and specific understanding of each target group of customers within your company.

How to Leverage It:

This information is incredibly useful for your sales team. If a lead is designated as one persona over another, Sales can be better able to tailor their sales pitch before even connecting with the lead for the first time. They'll already have an idea of what is important to that lead and their company, they'll be better prepared for the particular questions the lead might ask, and they'll have a clearer understanding of what it will take to close the sale.

Image

5. Richer Closed-Loop Analytics:
Once you know which persona will lead to your most ideal customer, you'll also know which leads your marketing and sales team should be spending the most time on attracting and working. This creates more efficiency within your company overall because there is less wasted time dealing with leads that will never purchase or acquiring customers that don’t stick around for long term.

How to Leverage It:

Use your closed-loop marketing analytics to identify which of your different marketing personas make better customers. Then allocate your time and money effectively to the right channels that are the most efficient in attracting these better customers.

Image

6. Better Product Development: Not only do personas allow you to generate better quality leads and customers, but they also help you work with your customers and build future products/product features to suit their needs. With well-developed personas, you can create products and services that are more closely aligned to what your customers want, allowing you to better cater to their needs. You'll be more likely to keep customers for the long haul if your products and services grow and change with your customers.

How to Leverage It: Use the information you gather about your different marketing personas to inform and make recommendations to your product development team so you can create killer products that appeal to your customers.

When working with personas, you are really just turning shifting your view of 'customers' to actual people with specific interests, wants, and needs. Get to know your ideal customers better, and you will find that the benefits are endless. How has your company leveraged the use of marketing personas to gain business?'

Want to do yourself?

Get our How to create a Buyer Persona Ebook

Like some help?

If you would like help in defining your customers and sharpen your content strategy, Ys can assist you. Our marketing specialists can develop a suite of customer personas unique to your brand. But 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—not from the opinions and assumptions of your team.

 For more information, reach out from our contact form.

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.