Patient journey content: An opportunity to engage, educate and empower
It's all about creating an enjoyable and effective digital experience for consumers—one that's personal, relevant, timely and rich in quality content.
The Coffey Team
Technology has changed the way we think about content. And healthcare organizations—hospital systems, providers and payers—are looking for ways to harness digital tools to offer a more meaningful and personalized experience for consumers.
One avenue: The patient journey—or patient engagement journey, care journey, health action path or consumer journey. No matter the moniker, a journey map can highlight opportunities for engaging, educating and empowering patients with digital content. It's about:
1. Meeting people where they are in their personal health journey.
2. Serving up content that's relevant, timely and valuable.
3. Moving people toward a desired outcome.
How patient journey content connects and delivers
Healthcare marketers can use a patient journey model to solve problems, ease the way for people and inspire action. This type of content can:
- Encourage awareness, education and shared decision-making.
- Engage people early in their care journeys—or at key stages such as symptoms, diagnosis, treatment or recovery.
- Highlight service lines, programs, resources and other solutions.
- Influence health behaviors, self-care and self-efficacy.
- Improve patient experience, compliance and outcomes.
- Promote disease management.
- Provide timely calls to action—to call centers, message services, virtual assistance, telehealth, etc.
- Reduce hospital readmissions.
Creating effective patient journey content
There's no single formula for planning the content components for a patient journey or health action path. It's about providing the right information at the right time at the right place and pace. That takes thoughtful editorial planning—and depending on the journey, an understanding of behavior change and disease management.
That said, here are four basics that can help guide the way:
1. Begin with the purpose. What problems are you trying to solve? What actions do you want people to take? For example, you might need to increase attendance at joint replacement surgery seminars. Or perhaps as part of a disease management program, you want to encourage people to monitor their blood sugar levels or blood pressure at home.
2. Recognize different paths and potential obstacles. As you consider the journey, think about where people may be starting and what might be getting in the way of them reaching the desired outcome. Recognizing those entry points and hurdles can help you create content that engages, educates and empowers.
With the joint surgery example above, someone could just be beginning to explore the idea. They would need to know whether they may be a candidate for surgery, as well as the possibilities, benefits and risks. Another person may be well-informed, but anxious about what the recovery will involve.
3. Focus on the experience. You want to create an enjoyable digital experience that allows for consumer interaction and personal preferences. People can interact with integrated and dynamic content like microsites, chatbots, quizzes, decision tools, infographics, workbooks, videos, checklists, quick tips and text messaging.
Here are three more hints on giving consumers a positive experience with your content:
- Consider health literacy.
- Impart hope and write with encouragement and empathy.
- Avoid dead ends. Consumers should know what to do next or be able to access additional information.
4. Track, revise, enhance. No content plan is complete without strategies for tracking data, reviewing engagement and making changes for continuous improvement.
Get on the road with an innovative partner
Would you like to create compelling patient journey content to engage your audience and move them to action? Let's talk about how Coffey can help—from mapping custom journeys to creating dynamic content. Give us a call at 888.805.9101 or email us.
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