Most doctors spend the majority of time with their patients asking a standard set of questions and recording the answers into electronic health records on their computers rather than getting to the deeper issues troubling these patients.
This situation prevents the patient from engaging in a more meaningful way. Not only that but most patients either remember it wrong or completely forget what was said in these encounters.
By creating content that answers the most common questions and entering it on the website, in the patient portal, and in an email before the patient ever arrives, face time with the patients can be optimized. The staff can provide better service when the answers to frequently asked questions can be accessed on the website. Patients can also ask questions on the portal while letting the doctor know that this is what they want to discuss at a specific date and time scheduled so that the doctor can provide this information more effectively.
Patients are looking for doctors and healthcare organizations to provide the right content before they ever walk in the door so they can have a visit that is personal.
To help optimize your practice’s time with patients, make sure you incorporate the following:
- Have a robust FAQ that allows patients to find answers to common questions 24/7
- Supply the content across platforms/portals that your patients are accessing, such as your practice’s website, the patient portal, and any applicable social media sites.
- Engage the patient and caregivers before the appointment with a clear idea of what to expect.
- Encourage patients to post any articles they have found which they feel may pertain to them that they want to discuss. This discourages bringing the articles with them to the office where you may not have time to review it properly. This action also validates the patient.
- Make the information relevant to the prospective patient coming to your office and make it captivating. Discover what your patient finds interesting.
- Check out your analytics and run A/B split tests to see what kinds of content is more well received and interesting to your patients. This style of content creation allows your practice to refine and improve materials to get them closer to the goal: Making marketing more personal.
It may seem like a lot duplicated effort to have the same materials going in multiple digital spaces, but when it comes to keeping up with the marketing best practices in 2016, consistency and personalization are going to be key.
Be consistent in all areas where your content is posted from the website to the waiting room. This way, when a patient is ready to select your practice as their provider, or they are checking out your practice after a referral, all of the assets are in place to let them know they’re in good hands and they’re going to receive the best care possible.
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