With increasing competition and changes to how consumers seek out and receive medical care, we know that healthcare continues to rapidly shift. Individuals want to feel valued and not like just another patient. In response, healthcare organizations are focusing on the overall health of a patient rather than a transactional care experience.
So, as we look ahead to 2021, how can healthcare organizations navigate an increasingly complex market? As a recent article in the Harvard Business Review states, “The future of the global health care market lies in delivering high-value care that concentrates on the patient experience.” And, the article goes on to explain that a crucial part to improving the patient experience starts with engaging people before they become patients. An individual should feel like they know you and trust you before they even step inside your facility.
As marketers, it’s our job to help establish trust and build brand loyalty. We helped to do just that for Wayne UNC Health Care in Goldsboro, North Carolina. To help negate outdated impressions and assumptions, we felt it was best that members straight from the community share their own experiences as patients and caregivers. Then, we shared those stories in a variety of ways.
Patients regularly leave feedback, whether in response to surveys or as a follow-up to treatment. Wayne UNC asked certain patients and their caretakers if they would be comfortable sharing select stories more broadly in a marketing campaign. Many patients were responsive to this request. From knee replacements to cancer care to pediatric surgery, we sought to show how attentive care enhanced the lives of people experiencing an array of health issues. We held in-depth interviews with the individuals and the physicians/staff that were involved in delivering the care. We then shared these stories highlighting the patient experience in a variety of formats, including:
- Shareable blog posts on the Wayne UNC Health Care website, written with SEO in mind.
- A 30-second digital radio spot featuring a patient’s testimonial about the care she received. The ad had 189,000 impressions and a listen-through rate of 98% on digital giants like Pandora and iHeartRadio.
- A 12-page“mini magazine” that featured first-person patient stories. It was mailed directly to over 23,000 residents in Wayne County.
- Digital display ads on Facebook and Google platforms to generate engagement with the stories online.
- Digital outdoor adsto helpreach audiences that may not be active online and reinforce messaging.
It’s one thing to tell your community that you provide excellent care; but it’s another thing to have patients share their own powerful testimonials. By delivering these individuals an exceptional patient experience, Wayne UNC was able to successfully turn patients and their families into loyal brand advocates. The patient-centered campaign was a new approach for the hospital to encourage Wayne County residents to choose care close to home, rather than traveling for it.
Straight from the client:
“Brian, Laura, and the team are partners in every sense of the word. They took the time to understand our unique circumstances and formulated a comprehensive and budget-friendly strategy. By delivering results, they quickly became a trusted advisor to marketing and senior leadership.”Melissa Shay, Vice President, Strategy & Business Development, Wayne UNC Health Care
If you are looking to build brand loyalty at your own organization, we’d love to talk. Contact The Jakes Group today.