As budgets shrink and health systems strive to remain competitive, finding the right patient mix is more crucial than it ever has been. With health systems losing $1.4B in revenue per day, identifying patients who are ready for elective services and have the ability to pay is going to become a marketer’s top priority as states begin to reopen. However, staff sizes have shrunk through furloughs and entering into new vendor contracts has stalled. So, what’s a marketer to do?
Make a vendor list
First, make a comprehensive list of every vendor with existing agreements. You can develop a more effective strategy by utilizing tools that are already available.
Make sure they align
If marketing dollars are being spent on non-integrated products, you should re-evaluate. Medicom Health risk assessments include integration with email follow-up, notifications, CRM, marketing automation, social media, etc. If these types of integrations aren’t active, contact your Medicom account manager to find out how to maximize the impact of the assessments.
Put them together
If not already in place, build landing pages on your site. These don’t have to be complex or fancy. Most CMS systems can accommodate basic needs. For service lines, create a gated entry where you can capture some contact info like email address and zip code. Direct consumers to videos, blogs, HRAs, and provider profiles that already exist. Serve them up in a way that enables consumers to easily find what they need.
Customize
Get reacquainted with what is under contract. Most digital products have regular updates. For HRAs it could be something as simple as turning on Custom Questions to ask consumers about changes to insurance coverage, willingness to seek care, and/or whether they prefer face-to-face or virtual appointments, etc.
Remember, the competition is already doing this. Don’t fall behind in a time when high-value patients looking to seek treatment are in short supply.
