Retain beneficiaries in healthcare providers health insurance has become a challenging task. This is a challenge that involves both attracting new customers and retaining those who are already using your service. With recent advances in medicine and changes in regulations, this retention is even more arduous; In this context, medical marketing emerges.
Although it has very peculiar characteristics, medical marketing follows the trends of other markets: investment in social networks, customer focus and humanized service are part of the current trend. It is important to pay attention to both these new developments and the rules of the Federal Council of Medicine (CFM).
With this unique situation in mind, this article will address 3 medical marketing actions focused on health plan operators. We will provide the most up-to-date information in the area so that you do not fall behind in beneficiary loyalty. Are you ready to find out more? Stay with us!
1. Invest in social media
Social networks are a highly contemporary mechanism for inserting themselves into the customer’s daily life. Through them, medical marketing reaches a new level of intimacy and routine within patients' lives. It is no surprise that companies in the area, such as Instagram and YouTube, have been some of the fastest growing.
Investing in social media is taking advantage of this environment to leverage your operator. Some basic digital marketing knowledge, such as funnel stages, can help with this task. Finally, offering quality and relevant content to your customers, especially when it comes to disease prevention actions, is a way of transmitting trust and authority to them.
2. Pay attention to the call center
Any management with experience in health plans knows that this is one of the leading sectors for complaints in the market. Release of exams and delays in scheduling procedures are some of the areas of complaints among customers. Although these areas are important for loyalty, a touch of realism is necessary: the investment of resources is not always accompanied by real profits or greater patient satisfaction.
In the context of complaints, the call center is the operator's spokesperson. Therefore, keeping the quality of your service in mind is a good management strategy in the area. Knowing how to deal with dissatisfied patients is not always an easy task and requires training and attention. A humanized and efficient reception at the call center can be the definitive point for customer retention.
3. Offer an omnichannel experience
The concept of “omnichannel experience” is very current and can be used in medical marketing. The term combines the prefix “omni”, indicating interaction, and the word “channel”, which means “channel”. It means, in general, the continuity of service between the various means of contact between the customer and the operator.
Imagine being served by a health plan operator: you can get in touch through social media, the website or by telephone. In traditional environments, each of these interactions provides a different protocol number and direction. As access to the means of communication is very easy today, it is common for customers to be overwhelmed by this system. Giving them more centralized and fluid service is an effective way to build loyalty.
Medical marketing is an area capable of bringing lasting results to healthcare operators. health insurance. It involves both attracting new customers and retaining patients who already use the service. It is important to pay attention to the ethical and legal aspects of this practice, regulated by the CFM.
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