06/21/2019 in Blog
According to a report published by Aetna, “The adoption of value-based care is expected to account for 59 percent of healthcare payments by 2020.”
While your executive team works on an overall strategy to balance fee-for-service with fee-for-value initiatives, as healthcare marketers you showcase your value by executing programs that support both payment models.
In a previous post, we discussed how marketing can help engage healthy consumers in maintaining their health. But healthcare marketers can also influence patients with a more moderate risk to better manage their health. As with all population health marketing initiatives, you’ll need the support of other teams to be as effective as possible. But, with a clear eye on the specific goals of each campaign, you can support your organization’s overall population health goals.
CRM for Population Health
Population health is one of four major marketing goals that can be met by using a healthcare customer relationship management (CRM) solution. Once you’ve acquired new patients and begun to generate revenue through targeted traditional and digital marketing campaigns, you can focus more of your efforts on goals that require a bit more finesse, like population health.
Because of the sophisticated data analytics capabilities of a healthcare CRM, you can segment your population in a variety of ways – from pure demographics and location targeting to the more nuanced segments such as those members of your population who are at moderate risk of developing a condition that can be more easily managed with effective communication. Further segmentation of this targeted group will lead you to find the best channel for your messages and determine which calls to action will be most effective. Then CRM lead management capabilities help you track every lead to measure what’s working in near real-time. This lead data allows you to optimize your budget and channels, delivering more value for your organization.
Effective Campaigns for an At-Risk Population
To begin to engage a moderate risk population, you have to understand what sets this segment apart. In general, the conditions this segment faces may be new to them, but they are more manageable than more serious or degenerative conditions. Your campaigns can be part marketing – making consumers aware of their risk for certain conditions – and part management – informing patients how to handle diagnoses, manage conditions more effectively, and keep their health a priority.
With the goals of finding at-risk consumers and helping patients better manage their conditions, there are a variety of campaigns that work to engage this segment of your population:
Health Risks Assessments (HRAs)
Screening campaigns for conditions such as lung cancer or breast cancer
Campaigns to promote educational sessions or support groups for specific conditions
Reminder campaigns for patients who’ve lapsed in their follow-up or management appointments for existing conditions
Campaigns promoting physicals to those newly eligible for Medicare
HRAs are a great way to engage this population, and to help you find those consumers already at risk for certain conditions. HRA campaigns do well on social channels when you’re looking for leads in this segment, and you nurture respondents based on their risk, whether or not they have a PCP, with referral to specialists, and more.
Take the example of early intervention for patients at risk for developing lung cancer. You can initially target a segment of your population using a specific ICD code for tobacco abuse. Use your demographic data to further segment this group, and vary copy and creative based on different factors. Then create multiple variations of a campaign promoting your lung cancer HRA. Depending on the HRA results, respondents can be sent to a landing page on your website with tips for quitting tobacco and making healthier choices or to a page where they can schedule an appointment to discuss their results with one of your providers. Catching these kinds of diagnoses early will help support your organization’s population health goals by engaging these consumers in care before their risk level rises or condition worsens.
Engaging any segment of your population around their specific health risk level requires strategic thinking about the goals you’re working toward. When you can uncover service lines or conditions where you’ve spent a lot of resources on more complicated care in the past and work to engage consumers likely to need those services earlier on, the value of your organization’s care increases through your marketing efforts.