patient portal marketing strategy

How to Incorporate a Patient Portal into Your Healthcare Digital Marketing Strategy

• Start with Email. ...
• Create an Autoresponder Series to Explain Your Patient Portal. ...
• Give Your Portal a Prominent Place on Your Website. ...
• Use Social Media to Educate Your Followers About the Portal. ...
• Promote Your Patient Portal in Digital Ads to Attract New Patients. ...

Full Answer

What are the key challenges after creating the patient portal?

How to Incorporate a Patient Portal into Your Healthcare Digital Marketing Strategy Start with Email. The first step to incorporate your patient portal into your healthcare digital marketing is to capture... Create an Autoresponder Series to Explain Your Patient Portal. One way to …

How effective is the patient portal?

Mar 19, 2019 · Although portals are popping up left and right, many patients are still in the dark. A lack of both patient education and effective portal marketing can make your new initiative counterintuitive if its designated users don’t know it exists or how it could help them. From 2018 to 2023, the patient portal market is expected to grow 15.37% CAGR ...

What is the patient portal messaging function?

Three Strategies to Make Portals Work Interoperability—The ability to acquire patient data from multiple sources, aggregate the data in one place, normalize the data and make the information available to providers, payers and patients in a single view.

How can providers encourage patients to enroll in the portal?

How do you market a patient portal?

Seven tips on how to promote your patient portal Add a tag line to appointment cards, statements, newsletters, and other communication. An example: “Tired of playing phone tag? Sign up for the patient portal.” Change your practice's on-hold messaging to include information introducing the patient portal.

How do you increase patient portal?

You can also increase the number of patients who enroll and use the portal by integrating portal use into patients' care plans. For example, encourage patients to use the portal to make follow-up appointments, stay on top of recommended screenings, or request refills.May 31, 2019

What is healthcare marketing strategy?

Definition of Healthcare Marketing Healthcare marketing is a process of strategic outreach and communications designed to attract healthcare consumers, guide them through their healthcare journey, and keep them engaged with the health system.

What makes a great patient portal?

In order to help you evaluate common portal capabilities, we asked patients which portal features they would need the most: Scheduling appointments online. Viewing health information (e.g., lab results or clinical notes) Viewing bills/making payments.Jul 24, 2019

What safeguards are in place for patient portals?

Patient portals have privacy and security safeguards in place to protect your health information. To make sure that your private health information is safe from unauthorized access, patient portals are hosted on a secure connection and accessed via an encrypted, password-protected logon.

How do I increase patient portal adoption?

How to Improve Patient Portal Adoption, Registration RatesConduct patient outreach, education.Considering hard-to-reach populations.Using the patient portal in public health efforts.Jan 27, 2021

What are the 5 P's of healthcare marketing?

The new 5 P's of marketing are: Physicians, Patients, Payers, Public, and The Presence of Politics.

What is the best marketing strategy?

If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.Mar 20, 2018

What goes into an effective healthcare marketing strategy?

15 Things to Include in Your Healthcare Marketing StrategyUse consistent healthcare branding. ... Evaluate the online patient experience. ... Build a responsive healthcare website. ... Test site speeds. ... Optimize for prospective patients search engine results. ... Utilize PPC and display ads for Healthcare Marketing.More items...

What are the benefits and challenges of using patient portals?

What are the Top Pros and Cons of Adopting Patient Portals?Pro: Better communication with chronically ill patients.Con: Healthcare data security concerns.Pro: More complete and accurate patient information.Con: Difficult patient buy-in.Pro: Increased patient ownership of their own care.Feb 17, 2016

What do patients want from a patient portal?

May 13, 2016 - Patient portals are an online website that is connected to the EHR, centrally focused on patient access to health data. These tools give patients a look into various data points, including lab results, physician notes, their health histories, discharge summaries, and immunizations.May 13, 2016

Start with Email

The first step to incorporate your patient portal into your healthcare digital marketing is to capture email addresses from every patient in your practice. Email addresses are commonly used for patient logins on portals and they provide you with a direct online connection to your patients.

Create an Autoresponder Series to Explain Your Patient Portal

Some of the reasons most commonly cited for low patient adoption of healthcare portals include:

Give Your Portal a Prominent Place on Your Website

You want patients to use the patient portal, and that means you’ve got to eliminate as many barriers as possible. One simple way to do that is to add a high-profile link to your portal on the homepage of your practice’s website.

Use Social Media to Educate Your Followers About the Portal

Many practices have active followings on social media. If your practice has a Facebook page or Twitter, then you can use those platforms to let your existing followers know about your new patient portal.

Promote Your Patient Portal in Digital Ads to Attract New Patients

Finally, you can use your patient portal as a way of attracting new patients. Many young people, in particular, expect online access to information. Marketing to them can help you grow your practice.

MIPS and Patient Portals

Use your portal to help achieve some of the MIPS advancing care information (ACI) mea­sures and improvement activities.

Strategy 2: Monitor Your Portal

Plan ahead. One of the greatest errors a practice can make is setting up a portal without first determining how it will be used to interact with patients and who on your staff should be involved with its day-to-day use, cautioned Mr. Daigrepont.

Strategy 3: Market Your Portal

No matter how functional and well honed your portal is, implementation will not be effective without a mar­keting campaign that involves patient education and portal promotion.

Strategy 4: Learn From Your Portal

All correspondence that comes in to or goes out of your practice via the portal is documented within the system, so relevant reports can easily be generated.

Understand Behavior and Demographics

For patients with chronic conditions, promote the fact the portal offers:

Create a Marketing Plan

How do you tell patients to use your patient portal? Is it just a sheet of paper you hand them before they leave? Is it a reminder email? You’ll want to tell them in as many ways as you can; so, although these are good ways to spread the word about your patient portal, they’re not enough. In addition to the methods mentioned above, consider:

Include Enrollment as Part of Registration

Again, this is kind of a no-brainer, right? When patients are filling out their intake paperwork, make sure you collect email addresses and have a form or flyer ready to hand out. We also suggest having a front desk “champion” that understands the patient portal like the back of her hand.

Encourage Providers to Promote the Portal

Your patients are a captive audience who listen to your doctors, right? In a perfect world they listen anyway – but we digress. By having providers promote the portal, the idea is that adoption rates will go up because they’re being told by their doctor.

What Did We Miss?

Have other great tips to encourage patient portal adoption and continued use? Let us know what works for your office in the comments.

Do patients have to trust their doctors?

Patients have to trust their doctors in order to have a good relationship. If patients will try a new diet, start a prescription regimen and drop an unhealthy habit based on their doctor’s recommendation, they’ll certainly be willing to give your portal a shot, if suggested.

Can a patient portal be used as a substitute for a doctor's visit?

Patient portals can do just about anything, but they can’t substitute an actual doctor’s visit. Most patients will make an office visit at least once a year, so catch their eyes where you know they’ll be looking.

1. Create Personas

Creating a campaign without solid personas is like setting sail without a rudder. If you have specific goals you’re trying to accomplish with direct-to-patient marketing and an integrated patient awareness campaign, then you’ll want to get to accomplish them in the most efficient way possible.

2. Master the Language

How do patients refer to your product? How are they referring to the product category? How do they describe their symptoms or condition, and what are their attitudes and feelings about it?

3. Account for Comfort Level

An important thing for healthcare marketers to think about for direct-to-patient marketing campaigns is how the patient may feel about the condition (s) they have and the required treatment (s). You need to think critically about how a patient might feel about the issues of their condition that are likely to heavily influence product adoption.

4. Map Out the Decision-Making Process

It’s important to understand how the patient goes about choosing a medical device – and what factors influence their choice.

5. Scope Competition

Competitive analysis should take place specifically within the context of where patient conversations, decision-making, and learning take place. You need to understand which brands are effectively speaking to patients, and who the influencers are.

Create Personas

• Creating a campaign without solid personas is like setting sail without a rudder. If you have specific goals you’re trying to accomplish with direct-to-patient marketing and an integrated patient awareness campaign, then you’ll want to get to accomplish them in the most efficient way possible. Personas ensure the right messages are delivered at the right place, at th…

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Master The Language

Account For Comfort Level

Map Out The Decision-Making Process

Scope Competition