The Current

Thoughts on industry trends from your BVK friends.

Part 5: Refilling the Patient Pipeline – the Key Step on the Road to Financial Recovery.

July 14, 2020  |  Paula Serios, Mickey Wildt

Healthcare

Covid-19 is a Fracture event, disruptive on such an unprecedented scale it changes our worldview forever, having perhaps its greatest impact on healthcare.  The financial consequences are daunting – with so many appointments and procedures cancelled, it is imperative for healthcare systems to refill their patient pipeline. But this service disruption must be addressed carefully by anticipating how COVID-19 has impacted brands, consumer selection criteria and experience expectations.

With no history to guide us forward, BVK recognized that solid and timely data is critical to understanding the rapidly evolving nature of consumer attitudes and expectations as this crisis plays out.  Therefore, we are fielding a 3-wave national survey. Two waves of the research have already been completed with one remaining. Our study measures brand impacts and consumer expectations for re-engaging with healthcare systems.  This blog is the fifth in a 5-part series exploring our findings and related topics.

Now with almost 60% of Americans having had a medical appointment postposed or cancelled as a result of the pandemic, re-filling the patient pipeline is no longer merely a goal for healthcare organizations, it is an imperative. One-third of the population has considered switching their PCP because of their experiences during COVID-19. However, this does not necessarily mean they are unhappy with their doctors. Factors such as ease of scheduling, convenience, location, and safety are being measured with new eyes and providers that do not respond appropriately will be left behind.

Digital communication has taken the driver’s seat since COVID-19 struck. But even before we were effectively forced into our homes and behind our many screens, digital media had profoundly and universally began to shift purchase behavior forever. As consumers begin to self-triage their postponed healthcare needs, we need to meet them where they are; offering them confidence, control, and convenience in how they interact with their healthcare provider.

Enter digital demand generation! By serving resonant messaging to qualified and targeted audiences at the appropriate times throughout the phases of the purchase funnel, organizations are able to more efficiently convert prospects into patients and successively, advocates. In doing so, we help feed the top of the funnel as advocates bring others into the fold.

With an ever-evolving list of specialty data-providers, organizations can reach the most qualified and highly targeted audiences; including individuals who have insurance coverage, are in-market, and are telehealth users. Furthermore, this information can be used to create propensity models that efficiently target specific DRGs and disease states.

In this day and age, speed-to-market is more important than ever. Why? Because every day that you are not converting demand into appointments is a day that you are losing business.

Digital demand generation is both strategically precise and attributable. However, some would say there is a void in digital marketing due to its lack of humanity and emotional resonance. At BVK, we see an growing imperative for demand generation to be coupled with a strong brand foundation that creates an authentic, personal connection both on and offline. Think of it as the humanization of digital, customized to your brand. At BVK, our strategic platform is demand+brand and the impact of this duo creates a synergy that can deliver measurable results.

If you would like to discuss how we might be able to partner on your organization’s Road to Recovery, or you would like to learn more about our Demand Generation chops, please click here to learn more and get in contact with us!

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