CVS MinuteClinic recently announced that it has surpassed 20 million patient visits since opening the nation’s first store-based clinic in 2000. And with a heightened emphasis on population health as a result of the Affordable Care Act, MinuteClinic’s position in the market will most likely increase. As a matter of fact, by 2017, they project to have 1,500 clinics nationwide. So how can your health care organization most effectively compete in today’s competitive marketplace?
As a health care organization, you have the opportunity to connect with consumers on an emotional level, position your brand as an assurance of quality, compassion, and to provide a compelling alternative with competing offerings. So how do you position your brand?
- Share your experiences – Build your communications around stories, photos, and experiences that help inspire families who are facing medical challenges. Encourage patients and their families to engage with the hospital and one another on your organization’s social media channels. Invite conversation by monitoring and responding to your followers with personalized messages, health advice, and pertinent information.
- Learn your patients’ definition of quality – Listen to what is important to patients by reviewing their feedback and ratings. If given a choice, people generally don’t select a hospital because it has the newest technology — it’s the organization’s reputation and referrals from family, friends, and medical professionals that factor more heavily into the decision.
- Focus on the long-term relationship – As care models shift from treating sickness to promoting wellness, it’s important to communicate with patients when they’re seeking healthcare, when they are under the care of the hospital, and when they’re following up on a visit. The spotlight needs to remain on the patients and the messaging should be in their voices.
Health care organizations depend on a unique and varied range of stakeholders for their success — consumers, insurance plans, government entities, etc., and competition for patients is everywhere. What are you doing to leverage your brand?