The US population is taking more responsibility for managing their health and decisions related to it as they have easy access to the Internet for learning about health conditions, diagnosis and treatment options. To reach out to the online audiences, Internet marketing has become an essential component of healthcare marketing. As 2017 approaches closer, let’s have a look at some trends to watch for in healthcare marketing in the following year.
mHealth Is Poised To Play An Ever-larger Role In A Patient’s Healthcare Experience
Advancements in mobile technology and devices will continue to provide a number of important benefits to healthcare organizations, intermediaries and society. Healthcare providers will experiment with new and innovative tools to provide patients/individuals with the necessary information to manage their lifestyle and health. Latest technology will enable extending the reach and quality of healthcare services by facilitating more complex operations such as tracking of chronic patients, remote diagnostics and monitoring. mHealth devices and applications will evolve further to provide efficient and secure healthcare services which in turn, will provide greater value to the patient.
Virtual Healthcare For Patients
In 2017, more patients will book appointments and take online consultations. Healthcare marketers will need to develop strong mobile strategies for tapping this empowered set of audiences by engaging them. If they equip themselves with the necessary tools of communication, physicians can virtually diagnose patient health concerns, provide treatment recommendations and suggest specialist referrals.
No Social Presence, No New Patients
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Having identified the change in consumer patterns, physicians are now increasingly adopting social media as a tool to build relationships with patients and the general public. They can provide easy access to information at multiple touch points, as each social media channel has its own unique style of communication. A range of social media platforms can facilitate exchange of information and dialogue between patients and patients, and patients and healthcare professionals. The goal of social engagement is to build online credibility and trust about their practice.
A Patient-Centric Healthcare Approach
The ACA has put patients at the center of healthcare services. The resulting patient-centric approach is evolving and now the patient’s well-being along with high-quality healthcare services have become the defining factors for treatment and operational policies. Patient-centric care is an approach that develops through effective communication, empathy and a positive physician-patient relationship. The primary purpose is to improve patient care outcomes and satisfaction and to reduce patient symptoms and unnecessary costs. It’s a win-win situation for both physicians and patients. While healthcare providers are able to support their patients in becoming more compliant with treatment and management of their conditions/diseases, patients feel more satisfied with the care that they are receiving.
With the rapid changes in the healthcare communication landscape brought about by technology and social media, healthcare professionals will have to embrace and evolve with it in 2017. It’s the perfect time to take advantage of the opportunities brought along with the changing landscapes in the coming year and beyond.