Clinical Direct Marketing

Effective patient engagement is about helping individuals make smart, personalized choices in a healthcare system where choices are getting more complicated every day. At a time when “own your health” is a popular mantra, responsibility falls to payers, providers and big pharma to step-up and support the underlying ideology that educated, connected healthcare consumers will help drive better care, better outcomes and ultimately, better value.

Off-the-shelf, one size fits all programs to improve patient health around chronic conditions, prevention, early detection or wellness won’t cut it. Success only comes when you can get individuals to respond, interact, and engage in a meaningful two-way relationship, built on trust…true consumer centric health engagement.

Clinical direct marketing is a cooperative effort between medical management and marketing. This interoperability brings together clinical best practices with direct-to-consumer marketing, both driven by data, set-up to engage and measure outcomes. Resulting interventions can motivate customers to interact, empower them with information, and establish a platform that begins to change an individual’s behaviors and attitudes toward their health. Clinical direct marketing provides consumers with the information they need to be savvy shoppers as well as empowered participants in their personal health.

Think of this combination of disciplines as population health management on steroids –

Direct marketing establishes one-on-one relationship with the consumer.

• Data driven targeting
• Encourage immediate interaction
• Provoke individual action
• Measurable results

Population health management improves the health of groups of individuals.

• Identified population
• Require personal intervention
• Dependent on clinical engagement
• Measurable results

Health care has become a twisted maze of clinical and financial transactions. Patients face tough decisions as the retailization of healthcare creates more and more questions around “how, when, and where” medical care is delivered and paid for. We’ve reached the point where the average (and above average) consumer doesn’t know what’s covered, what it will cost, or the best place to go to get it.

Clinical direct marketing will go a long way toward meeting the challenge of influencing and engaging healthcare customers in a self-directed, self-quantified marketplace. Armed with data, it marries the tenets of direct response marketing with the clinical excellence of evidence-based medicine.