Omnichannel communication strategy in healthcare: scrutinize your content

Let’s dive into the topic and find out how omnichannel communication works in healthcare.

Nowadays, it is essential to take care of customer service due to the high competition between players in the markets; the bar of service delivery is higher than ever. Technological progress and the spreading popularity of review sites and social media have made modern customers always compare options and choose the best one. And if they find the service does not meet their expectations, they march on quickly.

When you have so many choices, you pay less attention and patience to the companies that fail to arrange efficient omnichannel communication, especially in healthcare. According to healthcare organizations’ research,

72% of customers state that it’s easier for them to “keep going with certain brands until they deliver a bad service and move on right after,” and 63% “decided to switch a brand to another when online experience is imperfect.”

To control the patient experience, you must pay much attention to your communication strategy. It means additional investments in the tools and development of a single approach to keep a consistent customer experience.

Omnichannel communications definition

What is omnichannel communication? In a nutshell, it involves the usage of compatible channels or means of connecting with prospects and combining them, so the patient experience is indifferent and seamless of the channel they use.

Any communication flows in different marketing channels can be united into healthcare omnichannel communications. The objective of the omnichannel communication system is to unify and standardize the healthcare providers’ daily activities and interactions with customers. For instance, a company may offer sales or services via different channels, platforms or resources —over the phone, by text, email, etc.

With omnichannel communication for marketing, the assets and communication approach will stay solid across every channel because omnichannel flow considers all of them.

Why it’s important?

With omnichannel personalized communication, you receive an increase in your primary key performance indicators and customer satisfaction. It justifies additional investment and time on its implementation, as researches show us.

• Using customer journey maps reduces service by 15-20%.
• An omnichannel communication strategy is costly as companies need to create extra expenditure on advanced tools, technology, solutions and processes. Nevertheless, it has a deep-rooted effect on general metric growth. It requires a broader vision by decision-makers and must be inflicted from the very peak for success. However, funding in customer engagement strategy ends in 2x-3x RoI in the long run.
• It provides an 89% increase in customer retention and a 9.5% YOY growth in annual revenue. Hence, it is urgent to check with customers at what stage they are and supply consistent support across all channels. Brands that struggle to engage their customers with an omnichannel approach prevent customer lifetime attrition.

What is an omnichannel customer communication strategy?

Omnichannel communication starts when a company charts its customer’s journey and delivers an accordant customer experience (CX) through any online and offline touchpoints (or marketing channels), such as webpages, platforms, social media, mobile apps, physical stores, and face-to-face visits. These touchpoints are wired into a single communicational chain that delivers cohesive customer experience and marketing key messages to the target audience via different channels.

Omnichannel customer communication re-examines the interactions and provides an amplified customer service experience.

Why is it important for healthcare businesses?

The omnichannel consumer engagement model proactively engages patients with consistent access to their healthcare information, communications with doctors, and recommendations anytime and anywhere. It makes the treatment process much more accessible and comfortable for both doctor and patient.

What are the most critical issues in healthcare communication today?

Lack of up-to-date communication disrupts patient and physician interaction. Here are two omnichannel customer experience examples of how it works without and with this approach so you can judge yourself:

Kate tore a muscle, and her doctor told her she needed surgery. The surgery has gone well with no aftermath issues. Kate’s doctor’s office still works with orthodox communication healthcare follow-up. Upon discharge, the team provided Kate with printed instructions for after-op care and a reminder card for follow-up appointments. In the days after surgery, Kate was responsible for her post-surgical treatment at home and keeping in mind her follow-up appointments.

John passed the same surgery operation as Kate. His operation has gone great, but John’s doctor’s office deployed an omnichannel health support center follow-up for post-surgical care. John went home without any paperwork or reminders upon discharge. The office has invested in comprehensive omnichannel engagement. The organization is aware of John’s communications preferences (mobile, text, or email) and has turned data across the care continuum into practicable insights. The system also suggests John’s care team with the right actions at the right time in the proper channel.

The next day, a nurse rings John to check his condition, answer any questions, and ensure accordant care. He also receives an SMS reminder about a follow-up appointment and a call saying his prescriptions are up to be picked up. John gets emails with a customized post-care checklist each day for two weeks. He also can receive text notifications for each procedure throughout the day.

John receives another phone call the next day because his prescriptions are still waiting. John misses the ring, which follows a voicemail message. On the third day, John still does not take his medicines, leading a nurse to call John, check-in, and inform the importance of the medication.

So you can see that omnichannel communication solutions give decent care to clients and makes them trust their health and time as if you are their parents.

What are the industry challenges, and what are the benefits?

Physicians are hard to reach because they have a short time to check your messages. At this point, high-engagement strategies, like omnichannel, are a must. Such approach helps cover many different channels without simple ad spamming but by building a creative customer journey via all communication channels.

Sticking to omnichannel digital transformation will bring you what you expect from customer interactions. Let’s move on with some tips.

How to plan effective omnichannel communication in healthcare?

Step 1: Choose the service platform for your omnichannel strategy

Step 2: Elaborate and use consistent branding across all channels.

Step 3: Establish a brand voice guide for your employees.

Step 4: Build strong communication channels between company divisions.

Step 5: Implement technology

Clear as the sky. To make it on time for your business and customer needs, you can use our tailored solution called eWizard.

Viseven team presents eWizard

Imagine a medical representative’s dream – smart-organized content that updates/changes/re-designs for all channels simultaneously and quickly, plus cost reduction and cross-connected channels as benefits. What if we tell you that it is not a dream and you can easily implement such a solution?

eWizard is an omnichannel communication platform that extends the standard Veeva Vault functionality offering seamless content management. eWizard makes the dream of flexible, reusable content a reality! It allows the new COPE (Create Once – Publish Everywhere) approach to reuse all previously created content for different marketing channels and purposes. Also, it is deeply integrated with Veeva Vault PromoMats, a solution for digital asset management and content deployment. Both eWizard and VeevaVault allow you to handle your marketing campaigns and deliver correct messages to the targeted audience without additional expenses, even if your materials require rework or MLR review.

As healthcare and life science industries are getting used to becoming more omnichannel-oriented – brand managers should use the arsenal of diverse digital skills and models. Therefore, generating a high-quality omnichannel content strategy is a critical priority that can’t be neglected. Digital Content Factory, powered by the eWizard, is designed specifically to augment audience experience.

If you are wondering how to create a powerful omnichannel strategic approach, fill out the form below and our team of experts will reach you out shortly.