We talk a lot about innovation on this blog. Let’s turn that attention to the medical industry: Gone are the days where medical practices can get away with being bland and unremarkable. With the advent of the Internet, healthcare patients have access to countless sources of information and have more options than ever. Spoiled for choice, consumers are no longer tied to the facility that is closest or most familiar to them.

So, how can medical practices best use information technology to improve their service quality and patient outcomes?

Be Memorable

Can you remember the visual identity of the last healthcare provider that you visited? Chances are, it was simply the name of their medical practice accompanied by a generic medical symbol of some sort. Investing in brand identity marketing can help medical practices stand out from the crowd. Having a strong and coherent visual presence, both online and offline, presents a professional and highly competent image to the world. Of course, promoting a business does not mean simply plastering its corporate presence with self-praise or exaggerated advertising. Praxismarketing recommends adopting a market-oriented approach that revolves around fulfilling patients’ needs. It may seem plebeian, but patients are more likely to trust medical practices that provide helpful medical information and biographies of their healthcare team.

Be Everywhere

If we have learned anything from the Covid-19 pandemic, it is that there is a growing need to provide healthcare in innovative ways. It is hardly ideal for patients to travel to central facilities for their healthcare needs. With 4.5 billion people connecting to the Internet around the world, this is the time to integrate mobile health apps into medical service programs. There are an abundance of apps that allow doctors to be as close to their patients, as being in their pockets. These apps allow doctors to perform a variety of tasks such as remote patient monitoring or online consultations on demand. As scheduled clinic visits could be weeks or months apart, this feature greatly improves patient care in cases of chronic manageable conditions like heart disease and diabetes. It also has tangible benefits with regards to cost, both to the patient and the healthcare provider, as face-to-face visits are eliminated where possible.

Be Efficient

Information Technology can also help save time and resources for medical practices. For example, an app can automatically update the availability of doctors based on their Google Calendars. Subsequently, patients can schedule appointments and be reminded of follow-up consultations without having to involve a receptionist. Doctors can also switch to electronic prescriptions, saving them the effort of having to print or handwrite a copy for the patient. Electronic prescriptions are secure as they will not be accidentally lost in the laundry and cannot be modified by recipients.

Using a symptom checker app to allow patients to enter their symptoms is another effective way to manage non-emergency conditions. Symptom checker apps present users with a list of possible diagnoses for their symptoms and refer them to the appropriate medical professional. The adoption of electronic health records and cloud computing likewise greatly increases efficiency. This technology allows a single access point to patient information, meaning multiple doctors across practices can collaborate on treatment plans for a patient, with all pertinent data being updated within seconds.

Be Trusted

This is the age of authenticity, and there is nothing more unappealing to potential customers than a stock-standard advertising spiel. When a user lands on an online doorstep, they want to see believable insights from other customers. There are many mobile apps and feedback systems that provide a fuss-free way for patients to leave comments about their healthcare experience. Practices can request feedback from patients via email as well, to find out how patients feel days or weeks after treatment.

Why is feedback important? Feedback allows medical practices to evaluate the performance of medical staff and facilities. They show clearly what is working and what is not. In turn, being responsive in resolving negative feedback enhances patient satisfaction. Feedback also has its uses in content marketing strategy. Practices can feature positive comments or case studies in marketing collateral such as on website landing pages, blog posts, and social media channels. Reading the positive feedback of other users typically helps potential patients feel more trust in a healthcare provider. Additionally, it could allay any fears and anxieties regarding certain procedures or medications.

Be Social

These days, it is surprising that many medical practices still shy away from marketing themselves on social media. Social media can be an effective tool for demonstrating a healthcare provider’s commitment and expertise. Medical practices can establish themselves as credible sources of information by posting regular updates on shared health concerns and issues. Whether it is addressing common questions or combating misinformation, providing the public with critical medical information acts to market the practice in a merit-based manner. It also helps to attract audience attention and generate more leads.

Furthermore, social media allows medical practices to keep their fingers on the pulse of public health trends. By following hashtags such as #vaccine or #mentalhealth, practices can get a sense of the issues that affect the public and engage in the conversation in a meaningful way. Using information technology to improve healthcare service and sales is not simply implementing technology. Practices must make sure that all communications stay true to the values and voice of their brand. They must build trusting relationships with patients through two-way conversations and market-centric policies. In doing so, better outcomes can be created for both patient and provider.