The patient experience isn’t confined just to the interactions your patients have while at your health system for their appointments. It starts far before they step into your hospital, and extends even after they are discharged. As marketers, we need to maximize the value of every single interaction to best facilitate engagement with patients to retain them for life. This means building out multichannel campaigns that are targeted, trackable, and result in profitable growth for your health system.
We recently started talking more about the concept of “patient journey maps,” which allow health systems to identify gaps in the patient experience that lead to loss and limited retention. By leveraging journey maps, we can better identify areas for improved communication – from providing reminders and best practices pre-clinical encounter, to guiding patients through recovery with prescribed post-care follow-ups, to ongoing preventative nurturing and cross-selling. Many of our clients have completed this exercise, which has allowed them to dive into the patient journey and identify how to address gaps through their patient experiences to keep patients excited and engaged.
During a recent webinar, Jeff House, AVP of Marketing at Wake Forest Baptist Health and Gary Druckenmiller, VP, Marketing Practice Lead at Evariant, discussed how to implement patient journey mapping to develop multichannel campaigns and best facilitate engagement with patients across the entire care continuum. The presentation was originally delivered at the Healthcare Marketing & Physician Strategies Summit (HMPS) earlier in May in Austin. It received such an overwhelming, positive response, that we asked Jeff and Gary to deliver the presentation again.
In case you missed the webinar, here’s a quick summary of the key takeaways along with the audience questions and answers: More