I attended the Cleveland Clinic Customer Experience Summit at the Hinduja Hospital yesterday in Mumbai.
The format was interesting. They made their patient talk to the audience about the detailed patient experience at the hospital.
The Cleveland Clinic is the leader of the patient experience in the world. Out of the many things, one of the striking but basic aspects of customer experience is their communication.
How the staff and the doctors communicate with the patient and relatives during each of the journey stages is the key differentiator. Their empathetic way of communication is what makes the patient and their relatives so comfortable that they can’t think of any other option.
But it is not only about communication only. It is backed by excellent medical treatment, competency of doctors, latest research, and much more. Interesting is their research team’s job is to make the present processes outdated. In management terminology, this is called creative destruction.
Apart from Patient Experience the Cleveland Clinics also the leader in Content Marketing in healthcare. This is a part of their overall Patient Experience Strategy.
Their blog Health Essential is the go-to place for many relevant health-related information and articles.
They publish 3 to 5 posts per day and distribute to their millions of social media followers. That article ratio hasn’t changed since the blog was launched.
It’s not about quantity; it’s about quality, and “getting the right message to the right audience through the right channel at the right time. (1)
Their blog has more than 5 million followers. Their massive fan following, consistency of quality and quality of posts indicate there is a huge demand for the health-related content.
In the following video Amanda Todorovich, Senior Director, Content and Creative Services talks about the inside story of Content Marketing at the Cleveland Clinics.
We assume being a US-based hospital their fan followers might be mostly from the US where health awareness is better than India. Yet there is a huge demand for health-related relevant content.
In the world where attention deficit is in scarcity, getting 5 million plus visitors a month is an enormous success.
They were one of the finalists at Content Marketing Awards -2017.
The Mayo Clinic, the winner of Content Marketing in Healthcare Award- 2017, has earned a reputation as the most-trusted resource for medical information, and that helps brand advocates spread the word.
A study found that 95 percent of Mayo Clinic patients stated that they actively promote the Mayo Clinic brand to others.
Engagement & Education are the two prime benefits of Content Marketing in healthcare. This is not only true for the healthcare industry, but also for every industry as far as content marketing is concerned.
But it is important for the healthcare industry as it is related to our health and the health of our near and dear ones. This is an emotional issue.
Preventive as well as curative health management education is important. People will remember those who are creating content for them.
As Michael Stelzner had said in his book Launch, Content is to help and not for sale.
People will remember the brand which is investing in their well-being without any expectations. Content will have recall value. This is what all brand strategist aims for.
Useful content just for the benefit of everyone without expectations is the powerful fuel. Going an extra mile is free of competition.
While other healthcare centers are waiting to get active when the patients arrive, the likes of Cleveland and Mayo Clinics are working for someone who is neither their customer nor a patient.
The leader comes with this kind of a long-term approach to brand building.
According to Ragan, ”Our objective is really to help people improve their everyday lives,” Amanda Todorovich says. “It’s really not about only when they’re sick. It’s trying to keep them healthy as well.”
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Why is it relevant for India?
In India, health literacy is abysmally low.
Many diseases have made India their capital – Heart, Diabetes, Hypertension, and Kidney.
Per capita ratios: 0.9 hospital bed and 0.6 doctors per 1000 people. (the US has 3.10 hospital bed and 2.67 doctors per 1000 people)
This Can Change
Indian healthcare service providers can change the scenario if they think their role as healthcare service providers start much before the patient enters the hospital.
By their proactive content marketing strategy, they can achieve multiple benefits.
- Establishes thought leadership
- Built people friendly brand
- Spreads health and fitness awareness
- Reduces pressure on the healthcare system of the country
In a time when we are living in a purpose economy, this kind of initiative goes a long way to make the brand popular and talk of the town.
Remember Content: Anything that adds value to the reader’s life.
Health insurance is the 2nd stage of intervention, creating preventive health awareness is the key and should assume top priority.
As per the report by Contently,” A whopping 80 percent of respondents to the Pew survey reported going online for answers to their health questions.”
Imagine what this 80 % of people will find online when some proactive companies are ready to welcome and help them? Of course, content created by companies like Cleveland and Mayo Clinics.
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What must have for healthcare content?
- Posts about diet, fitness
- Patients’ experience case studies, doctors’ interviews
- Posts about preventive, curative, and managing the health conditions
- Patients’ voice
- Infographic and Videos
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It’s time for the Indian healthcare service providers to expand their horizon and reach. Its time they work towards creating health awareness through useful content. This not only reduces the pressure on the healthcare system, but also improves quality of life, and productive hours of the population.
Content Marketing is the answer.
We as our bit manage fitness and wellness blog but when hospitals join the movement, it can have a wider scale impact.
Are you the one who wants to enhance the patient experience through content marketing? Write back to me.