Opportunity in Disruption
With multiple transformational shifts occurring all at once, a perfect storm is brewing that will likely change the ways most Americans access their healthcare providers, services, and even information. It is ironic, however, that navigating through many of these major changes will seem increasingly familiar as innovative healthcare enterprises start to deliver experiences that resonate uniquely with each of their newly empowered customers.
That’s partly because the business of healthcare is gradually coming of age as individuals and families are making purchasing decisions, alongside brokers and large employer groups, more than ever before. So, in order to better serve their members and patients, health payers and providers are rethinking strategies to attract and retain them for long term relationships. And the key to any successful relationship is to understand as much as possible about your partner.
The shift is also a result of several economic factors expected to impact healthcare even more, including an increasingly competitive landscape, a heightened focus on value-based reimbursement (rather than fee-for-service), and an aging baby boomer population.
Previously, I wrote about the benefits of customer journey mapping as healthcare organizations strive to be relevant. Each step in a customer’s journey provides a critical opportunity for providers to better understand and serve her unique needs and motivators.
Similarly, from the enterprise perspective, there are incremental steps for agile healthcare marketers to consider in order to drive results in this new market and emerge as leaders of the pack.
Here, I’ll share my “High 5” or five of the top trends I identified while working with healthcare leaders in both private and public sectors: