You know your patient’s age, medical history, diagnosis, but do you know the most important thing about them that will make them take notice, influence their likelihood to follow through with care, or become loyal customers?
Global big data in healthcare is expected to grow at a CAGR of 45% by 2020 to become the third largest industry in market share. But, often with access to so much information, it is easy to lose sight of what is most important.
Demographics offer some clues. Knowing how many people participated in a trial, clicked on a banner ad, visited the informational web site, can offer interesting insights. But, looking at patterns, responses, and trends based on past actions (such clicks on specific content) does not guarantee patients will do them again, or anticipate their needs in the future.
Increasingly, organizations are turning to direct customer feedback on social media, surveys, and testimonials to get deeper context and tone, as well as psychographics on patient behavior. 76% of small to medium pharmaceutical companies and 89% of large ones conduct data gathering through social media listening, says a new survey. This information can offer predictive insights into “why” patients do what they do. It’s important information for marketers to know, given that 2/3 of our decisions as human beings are made by emotional factors, according to Gallup Research.
In assessing patient values, or their ‘why’, marketers can gain forward, versus backward-looking, insights on how to better connect. Hospitals, pharmaceutical companies, and medical device manufacturers can communicate on what patients most need to hear versus what the organization ‘thinks it should be’.
Backed by proven science and decades of psychological research, our inner values are one constant that speaks to the heart of our identity as human beings. They determine everything from where we live, to what we buy. When it comes to healthcare, our values influence where we go to find a provider, which messages resound and how we perceive the quality of care and can be encouraged to follow through. Much of this take place below our level of consciousness in the Values-Attitudes-Behavior hierarchy.
Learn more about tapping in to patient values. Get the free SlideShare from the Healthcare Communicators of Oregon Conference to see how communicating on values gives healthcare brands an advantage.