Healthcare consumers are evolving. They are becoming “customers” in the classical sense of the word. They are asking more questions, shopping around, comparing prices, reading reviews, and overall taking on increased ownership of their healthcare.
Hospital and health system leaders and marketers must also evolve to meet the expectations of the engaged healthcare consumer. But how?
Listening to the Voice of the Customer
In its efforts to build strong consumer relationships, Gundersen Health System (a healthcare network with hospitals and clinics located throughout parts of Wisconsin, Iowa, and Minnesota) created an online panel to make and validate marketing decision. GundersenENGAGE includes more than 1,200 patients and non-patients in the health system’s primary and extended service area.
Now in its second year, GundersenENGAGE includes a combination of polls, open-ended discussions, and short surveys, which are used to inform leadership on topics ranging from how consumers manage their care needs to their reactions toward new programs and services.
“By having this dedicated group ready and willing to provide feedback on a number of business development and marketing ideas, they serve as an extension of our team, assist in making decisions, and act as an ‘on call’ consumer insight group for immediate and strategic planning needs,” says Pamela Maas, chief business development and marketing officer at Gunderson Health System.
Increased Consumer Perspective
The knowledge gained from listening to customers has led to a number of initiates for the health system, including online self-care tools designed to help consumers manage urinary incontinence, hip and knee pain, and back and neck pain. In the first six months of 2016, 251 individuals utilized the self-care tools with the majority being non-high risk and able to self-manage their symptoms.
“The consumer panel feedback helped in this situation, and several other initiatives, to validate direction or formulate an approach that better meets the needs of healthcare consumers and minimizes the risk of decision making,” Maas says. “In some cases, the online panel has caused us to change direction entirely.”
Engagement Builds Strong Relationships
In the September/October 2016 issue of SHSMD’s Spectrum magazine, Pamela Maas shares ideas for creating a consumer insight-driven organization.
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