02 Aug A case for gathering patient information
Recently, while conducting some research, it was brought to my attention that the collection of patient information appears not to be common practice. Of course, patient confidentiality must remain at the forefront of how we operate; prospective and existing patients need to feel that their privacy will be protected at all times. Nevertheless, it occurred to me that where practices do not collect details about their prospective patients, they have no way of building relationships with their potential customer base, and no mechanisms to ensure that patients have the information they require.
Ultimately, our key objective as health-care professionals, is to work collaboratively with patients, helping them to achieve outcomes that benefit their personal lives and allow them to thrive. But with no means of contacting them beyond an initial phone call, how can you ensure they have all the information they need? This stage of the patient journey is critical; they have actively expressed interest, and to provide the best possible support, we need to ensure they are equipped to take the next steps. How will you update them with relevant information? How will you ensure they are aware of any special offers that may benefit them? How will they be made aware of any new technologies that could assist them?
In addition, collection of patient information is a critical part of building your marketing approach: how can you assist anyone, if you don’t know who they are? An understanding of exactly who is interested in the services you provide affords you the opportunity to consider how best to reach them. You can tailor your approach to the customer avatars you build, based on the demographic and behavioural information you have collected and analysed. Without this data, a marketing approach can only be based on guesswork. Furthermore, without a sound understanding of who you are targeting, your marketing messaging is likely to be misdirected, and your marketing budget wasted.
Gathering patient information is a small part of a much bigger picture; it is about relationship-building. It is about working together to ensure patients are equipped to make informed decisions that enhance their lives, and allow them to achieve their goals.
For more information around data collection and marketing strategies to suit you and your business, reach out to Health Marketing 101.
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