instantly health

  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 ...

Healthcare can be a harsh mistress, especially on the revenue side for hospitals and health systems exacerbated by the SARS-CoV-2 pandemic. With revenues falling and many on the brink of closure, new ways must be found to boost revenues. The task will not get any easier as the pandemic rages, and in January, the new consumer price transparency regulations begin. The consumer will have the ability to search for prices on several hundred standard procedures among multiple providers.   Price competition comes to hospitals. As difficult as this all is, patients still, for the most part, listen to and act on the recommendation of their physician when seeking hospital care. Image by Gerd Altmann from Pixabay And therein lies the physician experience improvement opportunity. After all the years on both sides of the healthcare marketing ledger and having worked closely with physicians, I fail to understand is why time and effort are not spent by hospitals improving the physician pra...