Daily Briefing Live – May 8, 2020

Key Resources Mentioned in Today's EpisodeModern Healthcare article: California hospitals ask governor for $1 billion in immediate aidBain article: The U.S. is not fully prepared to resume elective medical careModern Healthcare article: U.S. faces 'truly daunting' challenges on needed COVID tests:‘Plandemic’ articleKey TakeAwaysObservations About Patient AcquisitionConsumers are trusting their local health experts to provide guidance during this time, and are thinking about their health more than ever.6/10 people are willing to switch providers, according to our latest research, even if they already had a planned surgery before the COVID-19 shutdown.3 Primary Levers to Pull for Patient AcquisitionDirect responseBefore proactively marketing a service line, the organization must be ready for those seeking care by maximizing reactive tactics.Example tactics include:Always-on searchWebsite content (particularly on service line pages)Call center capabilitiesORMFind-a-Physician toolPhysician referralsThe quickest and most powerful way to impact volumes is by understanding and improving physician referral patterns.What does your outreach program look like?What can you do to make your referral process as easy as possible?Provide educational messages so referring doctors know they’re sending patients to a safe place.Don't forget physician-to-physician communication.Demand generation – How can you be top of mind?Once direct response and physician referral tactics are in place, systems can generate demand for service line volume through targeted personalized marketing, promotional campaigns, and content marketing programs.Example demand generation tactics include:Personalized marketing campaignsPromotional campaignsContent marketingThe luxury of building relationships isn’t available during this time. We’re advocating that health systems think about unifying their service line campaigns for efficiency.