This year’s healthcare landscape has been nothing short of tumultuous. With rising costs, payer challenges, and increasing pressures on clinicians, health systems are finding themselves in the midst of a storm. Read more about the financial challenges facing health systems in the recent AHA report.
Amid this backdrop, marketing teams have a critical mandate: patient acquisition and retention.
However, as Q4 approaches, a pressing question emerges: Are your marketing strategies set to deliver? If results haven’t manifested by now, the chances of seeing them by year-end seem bleak. But there’s hope yet.
By integrating Human-Centered Design (HCD) into your strategy, you place patient needs at the forefront and lay the groundwork for a successful Q4. Let’s delve into the transformative HCD strategies that need to be in place as we inch closer to September.
Optimizing Strategies from Now to Year-End
1. Deepen Patient Personas: Refine your patient personas using HCD insights to create impactful campaigns. Remember, personas are the cornerstone of your digital marketing strategy. If you’re late to the party, now’s the time to dive in, ensuring you meet year-end KPIs.
3. Data-Driven Insights: It’s not just about tracking revenue and volume. Dive deep into analytics to monitor patient engagement, conversion rates, and satisfaction. Adjust strategies in real-time based on this invaluable feedback.
2. Multichannel Integration: Ensure that HCD principles permeate every digital channel. By maintaining a consistent user experience across the board, trust and familiarity skyrocket. For inspiration, check out how Virtua Health transformed their social strategy, experiencing a staggering 10x growth in engagement.
4. Experimentation and Innovation: Cultivate an environment where risks are taken, and new ideas flourish. This means fostering adaptability and an affinity for iterative methods that drive tangible success—a true hallmark of HCD.
A Call to Action for Every CMO
As a Chief Marketing Officer, you understand the pivotal role you play in steering your health system toward growth, especially in these challenging times. With the clock ticking, and Q4 right around the corner, it’s time to act decisively. Adopt Human-Centered Design. Position your marketing team not just for a strong finish to this year, but to set the stage for unprecedented success in the years to come. Don’t wait. Elevate your marketing strategy. Start your HCD journey today!
