Value-based Healthcare Marketing

Nearly everyone in the healthcare industry has heard about value-based care. In a nutshell, it is healthcare’s transition from a fee-for-service reimbursement model that was previously based on volume, to a value-based focus that measures and rewards better outcomes and lower cost. It is value versus volume, and the shift signifies a step away from fragmented care, toward a more coordinated and comprehensive approach. Consequently, there has been some controversy about how to effectively “measure” value, but the primary goal from all sides is to provide patients with higher quality, more efficient and effective care.

Value-based care can be described as improving quality, efficiency, and outcomes in patient care. Its approach is one that is designed around the patient and focused on delivering value as opposed to volume. So as healthcare organizations begin focusing their efforts on providing more value, it is important that marketing and communication strategies follow suit. What exactly does this entail?

First, healthcare marketers should stop relying solely on mass marketing ad campaigns. Today, it is necessary to consider how patients prefer to receive their information and create content that connects with their most pressing concerns and needs. Consumers today are seeking a more personalized, customized experience and healthcare is no exception.

The following are a few guiding principles on creating value-based healthcare marketing:

• Focus on the patient
  

  The goal of value-based marketing, is not to showcase internal knowledge, focus on a specific competitor, or keep up with trends, it is to serve the patient. Create content that provides answers to patients questions and provides them with valuable health information through the use of online articles, web pages, blog posts, downloadable material, videos, checklists, and other important resources.

• Fulfill a need
  

  Connect with your audience by understanding their expectations and providing a service that meets their needs. For example, to reduce waiting time at your Walk-in-Clinic consider promoting an online registration form. Hospitals may consider offering a low-cost cash price mammogram for Breast Cancer Awareness month. Medical Practices may offer patients with children low cost annual back to school exams available at lunchtime or after work hours.

• Make it personal
  

  One-size fits all marketing is a thing of the past. Today, it is essential to create personalized, customized experiences. Use personalized content to encourage a call to action. For example, registering for a class, finding a doctor, or scheduling an appointment.

• Utilize evidence-based data
  

  As healthcare data has become more readily available and accessible, utilize this information and outcomes to create measurable evidence. This will enable a brand to demonstrate their value to both patients and payers.

• Measure results
  

  Always measure results. Measuring the results of marketing efforts and content should be a continuous priority. Coordinate strategies and efforts to align with organizational goals.

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