Building patient relationships in a digital-first world is challenging for services based on the human touch. However, location-enabled solutions allow healthcare providers to focus on patient experiences while delivering messaging tailored to specific healthcare consumers.
In this post, we’ll examine the nuances of healthcare marketing, why proximity-based marketing is the next big thing in healthcare marketing, and explore three tips for implementing location-enabled solutions, such as MapQuest for Business, at your facility.
What Is Healthcare Marketing?
Healthcare marketing is an outreach and communications process geared towards healthcare decision-makers. Health systems use healthcare marketing to attract new patients, engage existing clients, and support people throughout their healthcare journey. Moreover, a patient-centric strategy relies on data, tactics, and tools to deliver the correct information at the right time.
Today’s marketing plans involve personalization across multiple channels, including digital media and traditional outlets, like billboards or newspapers. Although platforms and approaches may differ by organization, healthcare marketing is how health systems reach and interact with clients and potential patients.
What Is the Next Big Thing in Healthcare Marketing?
The next big thing in healthcare marketing is using location-enabled solutions to improve patient outcomes, assess population health, and personalized patient experiences. Since 62% of U.S.-based health and medical-related searches come from mobile devices, health systems can use proximity-based marketing to differentiate their services.
Health organizations deploy proximity-based apps and mobile software development kits (SDK) to help with gathering real-time data. In return, insights from location data drive informed decision-making in all levels of healthcare. Providers with the capability to securely manage and analyze location data will gain a competitive edge over less tech-savvy medical services that take a generalized approach to healthcare marketing.
3 Tips to Get Started With Location-Enabled Solutions in Healthcare Marketing
Patients want relevant information and accessible services tailored to individual needs, not marketing campaigns based solely on demographic data. To meet and exceed consumer expectations, health providers must utilize available technologies to enhance digital and in-person interactions.
According to NTT DATA Services, “59% of U.S. consumers expect their healthcare digital customer experience (DCX) to be similar to retail.” Going forward, health systems must deliver consistent, meaningful experiences to attract and retain patients.
1. Identify How Location Data Supports the Entire Health System
Health organizations use location-based technologies to strengthen local brand awareness and delight current patients while reducing operational inefficiencies. However, for successful implementation, health systems need to generate buy-in from leaders and staff at all levels. The best way to do this is by showing individuals how proximity data can enhance operations and experiences. Common use cases include:
- Integrating geospatial toolkits, such as MapQuest for Business, with your Epic or other EMR system
- Optimizing routes for traveling healthcare providers for time and financial savings
- Using Epic modules with MapQuest for Business to provide safe check-in methods
- Developing insights necessary to create targeted products and services
- Improving scheduling using foot traffic data and point-of-interest (POI) data
- Designing personalized patient journeys supported by geospatial information
Furthermore, MapQuest for Business works with all Epic modules, such as Provider Finder, My Chart, Hello Patient, and Transfer Center. A modern yet mature geocoding tool scales to fit your organization’s and patient’s needs allowing you to realize a faster return on investment (ROI).
2. Create Marketing Objectives
Once you’ve generated buy-in, your healthcare system should identify how location-based data can help you achieve goals sooner. Although objectives vary by department and use case, health providers typically use geocoding and geospatial data to:
- Increase patient satisfaction, engagement, and loyalty
- Boost a health system’s reputation and brand awareness
- Reach new patient populations and secure new clients
- Decrease fuel and labor expenses for traveling caregivers
- Reduce back-office inefficiencies for scheduling and routing
- Improve consumer perceptions of safety at facilities
3. Use MapQuest for Business
Healthcare organizations require a comprehensive solution that is reliable and flexible, allowing leaders to integrate geospatial data into existing processes easily. MapQuest for Business provides a customizable location-enabled solution giving health systems access to:
- Mobile SDKs are used to create interactive maps for mobile and desktop devices.
- MapQuest for Business’s Directions API to meet route optimization objectives
- A fully integrated solution for Epic or other EMR systems
Leverage Location-Based Healthcare Marketing
As the patient journey evolves, so must healthcare systems. By incorporating location-based data into your healthcare marketing and organizational processes, your facilities can attract diverse patient populations and deliver excellent experiences. Visit our resource center or view the MapQuest for Business brochure to learn how your organization can benefit from geospatial data.
Explore options for your facility by messaging our MapQuest for Business team today.
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