Five On Friday: Week of December 1
Each Friday, the Cast & Hue team shares five things from the world of healthcare and digital marketing that stood out from the previous week. We’ll share our perspective and we invite you to share yours in the comments. How hospitals can maximize the patient experience
In 2012, HealthLeaders Media surveyed more than 300 leaders in healthcare, and found 84% of those surveyed ranked patient experience among one of their top three priorities. As the article states, two priorities remain true for today’s healthcare systems. The first, healing the patient and the close second, patient experience. However, teaching staff to build emotional connections with patients is not an easy task. Gallup consultants provide some guidance for those starting this journey with the end goal of great patient experience.
With the peak of the Affordable Care Act in the upcoming year, the entire healthcare industry is forced to reconsider the way it conducts business. PricewaterhouseCoopers (PwC) released a report containing a list of upcoming healthcare industry trends or “issues” for 2015. Some of the impending trends this New Year includes the balance between privacy and convenience in a digital world, the growth of personal health monitoring devices, DIY healthcare, and partnering to win.
As a result of shifts in the last few years, the healthcare consumers’ behavior has transitioned from passive listening to active searching. According to the Pew Research Center, almost three quarters -72 percent - of American adults with access to the internet have searched online for health information in the past year. Additionally, about a third of consumers trust social media as a healthcare resource. Reaching out to customers on multiple platforms, understanding their needs, and creating relevant content has never been more pertinent.
With the support of Fitbit, AgaMatrix, Jawbone UP, and now iWatch, doctors have the ability to track and decode a patient’s data to help them find diet and medical solutions to their health problems and concerns. In the past, data collection was limited to annual physicals recording blood pressure, weight, and temperature. Now, patients have more responsibility with their health and some believe they are equipped to interpret the information correctly. With 20 percent of consumers using a self-monitoring health tool, integration with healthcare is already a need.
In a study lead by Heather M. Griffis, Ph.D., of the Penn Social Media and Health Innovation Lab, it was found that more than 94 percent of the hospitals analyzed have some sort of presence on a social media platform. At the same time, over 40 percent of consumers say the information on social media helps them determine how to approach their health. And, with the primary focus for most social pages being employee communication rather than patient communication, these healthcare social accounts have not tapped into their full potential. This article discusses the statistics supporting the need for hospitals to become socially proficient and accessible to patients.