One of the most challenging tasks a healthcare marketer will face is balancing the needs of the consumers with those of the health care system. Often, that means falling into the old habit of promoting the Condition-of-the-Month.
For example: May is Stoke Awareness month. It seems fitting that billboards will pop up reminding people to think F.A.S.T. – Facial drooping, Arm weakness, Speech difficulty, Time to call emergency services. This is absolutely important information and there is no need to diminish its value. But what else can be done to help consumers better understand their own health status, and what does it mean for their likelihood of experiencing a stroke?
What We Offer:
At Medicom Health, the focus of our products is often placed on longer-term risk and patient education. For instance, our popular Heart Health assessment gives users a 10- and 30-year risk level for developing cardiovascular disease. In a similar vein, the Stroke Assessment evaluates the long-term risk for stoke based on factors like age, BMI, smoking status, cholesterol, exercise minutes, family history, and high blood pressure—to name a few. This stroke assessment is NOT designed to be a symptom checker or used in acute situations. Instead, it’s to help educate patients about their personal risk for the condition, as well as things they can do to mitigate that risk.
Based on the risk stratification the user receives, there exist immediate opportunities to promote chronic care management, smoking cessation programs, fitness classes, diabetes support groups, and a number of other services your organization already has in place. Consumers love choices, and a Stroke Assessment presents a way to identify which path best fits a user’s individual situation and readiness-for-change.
We Found That:
Over the past year, the Stroke Assessment has been a solid top performer. With over 40% completion rates and 77% of users clicking on a follow-up call-to-action, the ROI is easy to see.
- 80% are female
- 20% are 45-54 years old
- 52% are 55-74 years old, and
- 43% are High Risk, or High Risk with existing conditions.
Remember: Stroke can be a scary topic for some people. This is often something consumers do not want to think about happening, even though the steps to prevention are relatively simple. Focus messaging on education and prevention and everyone wins.
Growing up in a family of providers to critical access hospitals, she took note early on of the importance of quality healthcare and proper outreach. From there she went on the work as a marketing manager for a small system in south central Wisconsin, eventually moving into clinic management and liaison work.
In 2014, she shifted gears to the SaaS-vendor side of healthcare and spent years in the CRM space, where she worked remotely doing client work, running trainings, and developing relationships. A good portion of her time is spent face-to-face with clients talking through operational hiccups, ways to best target consumers, appropriate use of budgets and most importantly – how to measure effectiveness of marketing dollars.
Bridget has a B.S. from the University of Wisconsin – Platteville, M.A. in Public Relations from Webster University and an M.A. in Counseling from Lakeland University. She is a member of the American College of Healthcare Executives, Society for Healthcare Strategy & Market Development, and Forum for Healthcare Strategists.
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