Engagement and Conversion: How to Build Provider Volume with Health Risk Assessments
With healthcare organizations looking to recover from the volume and margin deconstruction brought about by COVID-19 healthcare marketers are tasked with pursuing a prime directive: refill the patient pipeline now. Our role in recovery could not be more vital.
The July 2020 Blueprint for Recovery, published by Kantar, frames the marketplace perfectly. Winning companies, in every sector, will place a priority on reactivating demand and use it as a pathway to success.
Most healthcare organizations are well on their way to connecting with delayed cases, many of which are resuming their appointments and scheduling their procedures. In BVK’s proprietary national research study fielded in June 2020, we found that there are equal numbers of patients switching both physicians and hospitals.
Interestingly, the driving forces are convenience of appointments as well as confidence in their safety. For healthcare marketers, this is a ripe opportunity to fill the patient pipeline with ‘switchers’ who are actively shopping for a new provider.
How do we reach switchers?
While there are many means of creating demand, there are two essential levers of engagement:
- A powerful call-to-action (CTA)
- A compelling campaign that is delivered to the right target at the right time in the right place
A Powerful Call-to-Action
BVK has found one of the most powerful CTA tools in health care to be a well-positioned health risk assessment (HRA) that serves as both a top-of-the-funnel engagement driver and a highly effective conversion mechanism.
There are several specific circumstances in which a hospital or health system should employ an HRA:
- Outmigration and/or formative competitive challenges
- Early detection for a particular disease state would capture increased market share
- Consumer journey touchpoint measurement is proving difficult
- Precision marketing is a key strategy
We see HRAs driving both engagement and consumer understanding, which inevitably generates more qualified leads. “Best of class health risk assessments are a clinically-validated sources of data capture that are completely attributable with proven methodology. Simply put, they work.” Says Greg Gossett, CEO and Founder of HealthAware. As a BVK preferred partner, HealthAware offers some simple guidelines that marketers should expect when using an HRA as a volume driving CTA:
- 65% Completion: For every 100 users that start an HRA we expect 65% to complete and provide contact information
- 85% Readership: Of those who complete an HRA, 85% will read their personal health report
- Older, Female Target: Average age is 55, 75% of users are female
- A Bell Curve: The vast majority of HRA users are moderate risk and/or symptomatic
While demand generation is vital for healthcare organizations, fulfilling the triple aim remains a fact of doing business in healthcare today. HRAs produce a large cohort of moderate-risk individuals and provide an opportunity to intervene before a disease becomes chronic. Further, we have found that moderate-risk individuals are more likely to act and to do so with a sense of urgency. At the same time, they accrue far lower costs and drive higher overall utilization through preventative Dx. Moderate-risk individuals are the sweet spot for provider revenue and margin realization.
As we look toward advancements in HRAs, there some exciting innovations on the horizon. These include dynamic content generation based on patients’ unique needs and a greater capability for personalization through consumer interests and behaviors. Perhaps most exciting of all is the ability to use HRAs as conversion tools at the point of care. So, whether it is an EMR integration or virtual care linking the access point will make it possible to hand off warm leads to healthcare marketers directly from physician visits.
While health risk assessments present an engaging CTA option, the second level of campaign delivery is of equal importance.
Health risk assessments are only as good as the campaigns that deliver them.
– Greg Gossett, CEO and Founder, HealthAware
Campaigns That Deliver
BVK believes that driving volume quickly at a reasonable cost should be the baseline for any healthcare marketing organization. The campaigns themselves must build volume in vital clinical lines that contribute to a valuable payer mix and overall case mix index. Unfortunately, the roller coaster of COVID-19 has turned crafting a recovery strategy into a guessing game for marketers with shrinking resources. We see the need for a volume-building strategy that employs tactics that are cost-effective, flexible, and which can be turned on and off to accommodate the twists and turns of the pandemic. BVK’s OnDemand healthcare campaigns provide a thoroughly customizable, ready-to-go solution that can be in market in just weeks, establishing a needed presence for your brand and generating demand for your service lines.
Sourced in consumer perceptions and behavior with propensity modeling that provides razor-sharp targeting of just the right patient at the right time in the right place, BVK OnDemand campaigns were developed and vetted with experienced healthcare experts.
Each campaign includes strategic insight, media strategy, and creative. Plus, reporting and optimization across a full range of consumer touchpoints including digital banners, social media posts, e-mail, landing pages, digital OOH, video, and radio. Our suite of OnDemand campaigns focuses on conditions and procedures with a high degree of consumer decision impact. Each can be used individually or integrated with multiple campaigns for a more comprehensive initiative.
- Bariatric Surgery
- Frontline Worker Support
- Medical Imaging
- Primary Care
- Provider Safety
- Screening Mammogram
- Urgent Care
Each 12-week sprint includes a real-time dashboard to monitor campaign results and monthly optimizations of both media and creative. Speaking of which, here is a sampling of several of the campaigns.
The Time is Now
It has never been more critical to answer the call of demand generation in healthcare. Our very healthcare system depends upon recovering through refilling the provider pipeline with profitable patient care, now. Whether you choose to develop your own campaign or explore a BVK OnDemand campaign, the time is now.