Comparing client assessment data from Spring 2019 (March, April, May) with the same time period in 2020 uncovered insights and trends related to utilization of our solutions during the early months of the pandemic.
In short, the kneejerk reaction from many of our clients was to stop promoting their assessments. This makes sense for paid campaigns like social or search, but not for no-cost tactics. A better approach would keep the interactive assessments front and center on service line pages and health literacy blogs to build trust and awareness via nurturing, and then shift calls-to-action away from appointment setting, if not applicable. More than ever, people want to feel connected to their providers, and digital makes the most sense.
Spring Increase and Decrease
Comparing Spring of 2019 to Spring of 2020 the total number of HRAs deployed across our install base nearly doubled, however, stats show the total number of completions dropped by 32%. This is especially true for service lines that were not accepting patients for in-person treatment.
There are exceptions to these findings. For instance, our Covid-19 assessment and Lung Cancer assessment both saw dramatic rises in completions as consumers searched for the answers to their health questions.
High-Risk User Completions
While overall tool use declined, it is important to note that of the completions generated we saw a 14% increase in high risk users. Again, this is not surprising. If you have reason to be very concerned about a health condition, you would go to extra lengths to confirm that and figure out what you should do about it. I am sure these people were very glad the assessments were still available to them.
Risk level completion results for Spring 2019 vs. 2020 across all HRAs
HRAs as Evergreen, Trust-Building Content
Of course, we can’t ignore the impact of the pandemic on marketing budgets and resources. It is understandable that diminished revenues would require less investment in promotion. But there are lots of other low or no cost options that might require a bit more effort or planning, but are effective at keeping awareness levels high. We think the key is to weave them into your other efforts as a call to action where appropriate.
Because many patients COULDN’T come in for many procedures, or go anywhere for that matter, they spent a LOT of time online. More than ever, they wanted digital health tools, especially from their trusted health care providers. This trend will continue to increase. Just as video conferencing is commonplace and virtual care visits increase in use, the appetite for digital health problem solving is only going to grow.
Especially during the spring, it was important to build patient trust, letting people know you were still there for them and responding in some fashion to their concerns, even if they couldn’t, wouldn’t, or shouldn’t come in.
In Summary
Hopefully we will never face another situation like this again. But if we do, double-down on digital health tools, don’t pull back. Get creative about letting your population know about them. Your HRAs are powerful, flexible, and cost-effective ways to meet patient engagement goals even as organizational priorities shift.
Thank you for your interest.