“As a health care marketer or leader, you know your health care system doesn’t specialize in everything,” Keith Schneider notes. “By pairing the needs of your market with your unique differentiators, your team has chosen its investments wisely.
“This intelligent approach allows you to focus on excellence. Yet you might be surprised that, despite service excellence and differentiation, the consumers you want to reach aren’t even hearing your message,” he says.
Schneider is Director of Consumer & Brand for Professional Research Consultants (PRC). He says a key problem for health systems is not just acquiring patients online, but also providing them with the tools they need to manage their own health care: “When it comes to health, the first action many consumers take is online search. With mobile-ready, easy access to health information, quality data, and provider ratings, the competition is fierce. Even if you do entice them to your system with your online presence, how do you then impact quality measures such as compliance?”
In our new article, Schneider explains how to acquire quality local market consumer data, and—even more important—how to use this data to improve the quality of the health care you provide: How Your Community’s Data on Consumer Health Decision-Making Can Drive Organizational Excellence.
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