Key Resources Mentioned in Today's Episode
Key TakeAways
Results from Our Third Consumer Survey:
- Many individuals will not come back to health systems immediately
- People have delayed their care due to fear of going to hospitals and catching the coronavirus from other patients
- According to our consumer survey, health systems should be thinking about promoting facility cleanliness because 56% have a lot of concern over a health system's cleanliness
Rapid Recovery Timeline
- Every market will be different due to multiple factors (Governor, hospital preparedness, larger v. smaller markets)
- Even if there isn't a 2nd wave of COVID-19, hospitals and health systems should be preparing for the flu in the fall and a possible resurgence of COVID-19 during the fall/winter.
First-mover advantage
- The 1st priority is protecting delayed or canceled surgeries.
- There's an opportunity to grow patient base through aggressive marketing.
- Protect and build market share
- Those who move first will be able to avoid forced financial restructuring
- First mover's will have a buffer against future COVID-19 disruption
Planning Assessment Areas
- Business Priorities
- Service-line, profitability, prioritization by patient need, payor, status
- Operational Readiness
- Facility-by-facility, equipment/supply status, staff readiness
- Market Assessment
- Impact of COVID-19 on the community, consumer and brand sentiment
- Marketing Capability
- Status of Staff, budget, available partners
Rapid Recovery Marketing Initiatives
- Consumer targeting
- Patient Retention
- Patient Acquisition
- Reputation Assessment & Action
- Staff Engagement
- Measurement & ROI
Q&A
- Question: Can you give some examples of what we'd say or do to stay in front of a patient
- Answer: Provide guidelines for how you're going to prioritize patients. Be proactive with telehealth (check-in with scheduled patients). Provide them with content to show that we value.
- Question: I think this reluctance/fear to engage might mean that our time to convert from initial outreach to actual patients/customers takes much longer than we're used to. How do we ensure that our leaders understand that and fund marketing efforts accordingly? What might have needed three months of funding in the past might require 6 to 12 months of funding.
- Answer: The planning process should show the value of this marketing initiative and should be prioritized.
- Question: What do you recommend as low hanging fruit - i.e., data to look at to inform rapid recovery? There is a lot of internal data in our organization, from delayed procedures to referral network patterns to virtual visit data. Any thoughts on the first steps to take?
- Answer: Personalized messaging will help retain patients we already have. We already have all of their information, so we should take advantage of the ability to talk to them on a personal level.
