Achieving a Unified Patient Journey

Featuring: Kevin Howell, Senior Director of Web and Digital Strategy at UT Health San Antonio

In today’s era of healthcare consumerism, a seamless patient journey should be a given. As health systems consider how to provide a top-notch patient experience, marketing teams must work across the health system to provide the clearest, most relevant experience for patients.

In this episode Kevin Howell, Senior Director of Web and Digital Strategy at UT Health San Antonio and host Alan Tam discuss some of the ways health systems are approaching the challenge of unifying the patient journey. From system rebranding, to CRM implementation, they will cover key strategies health systems can use to provide a positive patient experience, from the first encounter with the website to follow-up care.

5 Key Takeaways:

1. Rebranding. Many health systems are looking for ways to develop a more cohesive brand across the varying hospitals, practices, and locations they encompass. To build more cohesion, health systems like UT Health San Antonio are tackling major rebranding efforts. These efforts give health systems the opportunity to reconnect with existing patients, attract new patients, and pull together all of the touchpoints consumers make with the health system along their journey.
2. Online presence. Every touchpoint with an existing or potential patient is an opportunity to put the health system’s best foot forward. At a minimum, health systems must ensure that any details consumers find online are accurate and up-to-date. Then, health systems can build landing pages, directories, chatbots, and other online tools that can help consumers navigate the health system and quickly access needed services.
3. Syndication. One strategy UT Health San Antonio found invaluable was syndicating data across various online platforms. For example, by working with an external vendor, they were able to syndicate their phone numbers, addresses, and hours of operation across various sources. They were also able to syndicate reviews, pushing positive reviews collected via surveys and other methods to popular review sites online.
4. Integrated CRM. Another key strategy UT Health San Antonio is employing to unify the patient journey is developing an integrated CRM strategy. With digital marketing at the helm, countless other parts of the health system – research, education, clinical, and fundraising – can benefit from an effective way to manage consumer relationships. Keeping track of patient communications and delivering highly relevant messages benefits the health system as a whole and results in a better experience for patients.
5. Relationships. In order to accomplish massive efforts like rebranding and CRM implementation, collaboration across the health system is critical. Building relationships with other teams in order to discuss challenges and jointly find solutions is the difference between failed marketing efforts and a seamless, unified patient journey.

Alan Tam

Chief Marketing Officer at Actium Health
LinkedIn: Alan Tam

As the Podcast Host for Hello Healthcare and Chief Marketing Officer at Actium Health, Alan is on a mission to help healthcare accelerate their digital transformation and advancement of the healthcare consumer experience. Through story telling and sharing insights from innovative healthcare leaders, Alan is hoping to drive meaningful impact and change to healthcare one conversation at a time.

Consumer experiences, major disruptors, and AI tech are shaping healthcare for years to come. On Hello Healthcare, we dive deep on these issues with leaders who are driving change. We hope that their stories will drive you to demand or create a better future. Available to stream on all major listening platforms under Hello Healthcare Podcast and Healthcare NOW Radio.

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