How a Retail Mindset in Health Care Drives Patient Acquisition
// By Marlene Kurban //
ProMedica has operations in 28 states. It saw huge improvements in key metrics after implementing a robust reputation management strategy at scale.
Consumer expectations have changed since the pandemic, and patients are shopping for health care much like they shop for retail goods. They want a seamless, Amazon-like digital experience and they expect to schedule an appointment, check in, pay a bill, or see a doctor virtually, all from a mobile device. Moreover, they pay attention to patient reviews and post feedback on their own experiences in real time.
The vast majority of consumers trust star ratings and third-party reviews and consider these the third most important decision-making factor after insurance and location. Health care organizations that leverage this dynamic and adopt a digital-first, retail mindset will be positioned to win in this new feedback-driven environment. There’s no turning back. But how best to harness the power of digital and satisfy consumer demand?
Annie Haarmann, head of strategy and consulting, healthcare and life sciences, at Reputation; and Adeline Ashley, director of digital strategy and marketing communications at ProMedica, revealed how ProMedica boosted its visibility by an astounding 4,000 percent increase in Google post impressions, among other huge gains across multiple key metrics, during the recent Strategic Health Care Marketing webinar “Lessons from Retail: How Health Care Can Win by Adapting to Changes in Consumer Behavior” sponsored by Reputation. These two thought leaders are paving the way for a highly successful, digital-first approach to consumers that is achieving stellar results.
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