Using the COVID-19 "New Normal" for Patient Experience Marketing

Image by Tumisu from Pixabay

One of the lessons of the COVID-19 pandemic are that patient experience, how it's managed and communicated, how expectations are set and experienced by patients are the new normal. Hospitals have been required to communicate efficiently and effectively what the patient experience is in light of COVID-19 restrictions, revised procedures, and general interactions.

I have to say, the answer to the headline is yes and no. I have seen major health systems change their marketing to reflect the new normal in the patient's experience, mask-wearing, telemedicine, alternative site care, etc. From the website to messaging and communications, the "new normal," positive experience and expectations are being established.

I'd also have to say no, as many community-independent and unaffiliated hospitals are still heavily invested in the features approach to marketing and communicating to patients. Telling the "all about us" story using physicians, facilities, technology with what we will do messaging, not what the patient can expect to experience.

Food for thought

Image by Free-Photos from Pixabay

Hospitals have and continue to change in ways we never dreamed possible is a matter of weeks, if not days. Hosptial marketing needs to change how the independent-community hospital approaches the market, differentiates, communicates value, and builds brand.

The patient experience will differentiate you.

Image by Gerd Altmann from Pixabay

If one focused the ad concept, copy, and visuals on the "new normal" patient experience and how it all fits together for the patient's benefit, you differentiate. It is no longer about you but about the patient. The content and context of the story are more powerful and compelling. Marketing can create a memorable and recognizable experience while setting expectations via a value equation that the patient will understand.

In using a page from the health system playbook, community hospital marketing needs to:

Focus on the patient.

Focus on the "new normal" of the patient experience to drive appropriate utilization and revenue.

Focus on the patient experience to differentiate.

Set up experience expectations to avoid overpromising and underdelivering.

Communicate internally what the experience should be for patients.

Start meeting patient needs and build your brand around the "new normal" experience by framing those experience expectations to your advantage.

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow American College of Healthcare Executives. An influencer in healthcare marketing strategy, communications, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com.

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The opinions expressed are my own.

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