How to Drive Revenue Growth After COVID-19

by | Apr 15, 2020 | Consumer Engagement

The foreseeable future could make or break the financial outlook for hospitals and health systems. 

For mar­keters, this means it’s more crit­i­cal than ever to focus on ini­tia­tives that cap­i­tal­ize on pent-up demand, cap­ture com­mer­cial vol­umes and dri­ve rev­enue growth.

A recent Mod­ern Health­care arti­cle encour­ages hos­pi­tals to start plan­ning now for what fol­lows, and the authors believe “orga­ni­za­tions that start now to pre­pare” are poised to “be bet­ter posi­tioned” in the post-COVID-19 future.

Along with increas­ing surge capac­i­ty in the ICU and oper­a­tional­iz­ing alter­na­tive care deliv­ery chan­nels like tele­health, mar­ket lead­ers are aggres­sive­ly build­ing a pipeline of can­di­dates for pri­ma­ry care, elec­tive pro­ce­dures and oth­er pri­or­i­ty services.

As a health­care mar­keter, it’s imper­a­tive to bal­ance COVID-19 com­mu­ni­ca­tions with ini­tia­tives designed to cap­ture the loy­al­ty of the most valu­able patients and prospects for pri­or­i­ty ser­vices. Here are strate­gies you can imple­ment now to get ahead of the curve and dri­ve growth for spe­cif­ic areas of care.

Primary Care

The sit­u­a­tion: With a short deci­sion cycle and myr­i­ad options to choose from (includ­ing urgent care providers and new retail entrants), mar­ket­ing pri­ma­ry care requires a strate­gic, con­sumer-cen­tric approach to deliv­er­ing val­ue and dif­fer­en­ti­at­ing your brand.

The strat­e­gy: Pri­ma­ry care can­di­dates are mak­ing deci­sions based on ease of access to care and brand recog­ni­tion. Con­tent mar­ket­ing is a key strat­e­gy for build­ing affin­i­ty by ensur­ing your infor­ma­tion is dis­cov­er­able and your brand top of mind at any moment of need. By deliv­er­ing a steady flow of use­ful con­tent on crit­i­cal top­ics of inter­est, you become a trust­ed advi­sor and the provider of choice when the time comes to estab­lish what can become a life-long relationship.

Women & Baby 

The sit­u­a­tion: With height­ened con­cerns around keep­ing babies healthy in the midst of the COVID-19 pan­dem­ic and beyond, women are increas­ing­ly mak­ing deci­sions based on con­ve­nience, access and com­fort of providers and facil­i­ties, along with val­ue sig­nals like qual­i­ty of birthing suites and oth­er amenities.

The strat­e­gy: As a patient con­sid­ers her choice of OB/GYN ser­vices, build­ing a rela­tion­ship dur­ing the crit­i­cal, and often short, win­dow when women are active­ly seek­ing infor­ma­tion is a key part of the process. Tar­get­ed, time­ly, and action­able con­tent, along with search engine opti­miza­tion, posi­tions your brand as a com­pas­sion­ate guide before, dur­ing and after the preg­nan­cy journey.

Cap­tur­ing the loy­al­ty of preg­nant women can go a long way in cre­at­ing a halo effect with­in the fam­i­ly, by extend­ing the rela­tion­ship and sub­se­quent patient rev­enue for pedi­atrics, urgent care, ongo­ing OB/GYN care and a vari­ety of oth­er health­care needs.

Elective Specialty Care

The sit­u­a­tion: Ser­vice lines like bariatrics, ortho­pe­dics and spine have a longer deci­sion cycle, requir­ing a sig­nif­i­cant invest­ment of time and mon­ey for con­sumers who go down the path of sur­gi­cal inter­ven­tions for weight loss, pain relief and oth­er elec­tive pro­ce­dures. Cur­rent­ly, hos­pi­tals around the coun­try have halt­ed activ­i­ty in these areas, and there’s pent-up con­sumer demand for ser­vices that will enhance their qual­i­ty of life.

The health sys­tems who build a pipeline for these ser­vices now can expe­dite care for patients and be the first to cap­i­tal­ize on these volumes.

The strat­e­gy: Mar­ket­ing efforts should focus on dri­ving home the point that your ser­vices will help them enjoy a high­er qual­i­ty of life fol­low­ing their expe­ri­ence. To achieve this, craft mes­sag­ing that engages con­sumers ear­ly in their research for options and advances them from aware­ness to action. Make sure to alle­vi­ate con­cerns and min­i­mize fric­tion dur­ing their jour­ney by address­ing their ques­tions and pro­mot­ing the out­comes you’re gen­er­at­ing for peo­ple like them.

Many health sys­tems today are prepar­ing for a post-COVID-19 surge in demand by offer­ing vir­tu­al sem­i­nars, pre-op vis­its via tele­health and using health risk assess­ments (HRAs) or down­load­able guides to fill the fun­nel with qual­i­fied leads.

Non-Elective Specialty Care

The sit­u­a­tion: For ser­vice lines like car­dio­vas­cu­lar care, endocrinol­o­gy and oncol­o­gy, it’s impor­tant to dri­ve engage­ment for inter­ven­tions like screen­ing pro­grams, heart checks and mam­mo­grams. For health­care brands to cap­ture loy­al­ty ear­ly in the patient jour­ney, can­di­dates need to receive clar­i­ty on their health con­cerns, under­stand their screen­ing options and have access to infor­ma­tion on ide­al treat­ment options.

The strat­e­gy: Effec­tive mes­sag­ing for these ser­vices often focus­es on the neg­a­tive con­se­quences of not seek­ing inter­ven­tion. Your brand can stand out as an authen­tic part­ner on the path to a healthy future by encour­ag­ing con­sumers to be aware of their health risks and take action now that allows them to con­tin­ue being there for the peo­ple they love.

While vir­tu­al sem­i­nars and tele­health vis­its are not always prac­ti­cal at the screen­ing and inter­ven­tion stage of the con­sumer jour­ney for these ser­vices, tools like HRAs can help con­sumers under­stand their rel­a­tive risks and help health sys­tems fill the fun­nel to quick­ly build vol­umes as the COVID-19 cri­sis dissipates.

Urgent Care

The sit­u­a­tion: Typ­i­cal­ly deal­ing with an unplanned event or sea­son­al issue, con­sumers seek­ing care for ill­ness­es and injuries have a short deci­sion cycle and often choose a provider based large­ly on access (loca­tion and con­ve­nience) and brand recognition.

The strat­e­gy: When mar­ket­ing urgent care, high­light online check ins, “hold my spot” fea­tures and oth­er attrib­ut­es that facil­i­tate con­ve­nience and ease of access. Also, be sure to pro­mote any part­ner­ships with hos­pi­tals and oth­er acute care providers that cre­ate a seam­less patient experience.

Let’s Connect

Learn how how we’re plan­ning ser­vice line growth strate­gies to meet cur­rent and future demand for health­care clients.

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