Does the information you are providing align with patient needs?
When developing your engagement strategy, start with the use cases you are addressing and the content those patients will find valuable.
For patients with a chronic condition, for instance, the outcome they likely want is to be able to go about their normal daily activities with their chronic health issues well managed. Providing education, proactive intervention, and monitoring that supports that goal would be essential. Figuring out what will motivate your patients to engage and do what’s best for their health is the first step in a successful program.
The tricky part, though, may be communicating to patients in a way that they can clearly see what’s in it for them. If they have to decipher medical terminology and complicated information to their personal benefit, they may lose interest.
Tailoring content based on patient goals
Patients will engage with content that provides context about why it’s relevant for them and how it will help them reach their health goals. For many health-related messages, timing and format are also very important. As you think about developing an effective and satisfactory patient journey, make sure you can answer some key questions:
When you think about the action you want the patient to take – is the importance and urgency as it relates to the patient’s health goals clearly communicated?
Consider a patient whose main goal is to return to their daily activities after starting a new treatment. Make sure they can connect that outcome with your instructions and guidance.
Are you providing enough context so the patient easily understands what to do and what it means for them?
Whether it’s meant to be educational, encouraging or attention-getting, does your content hit the right tone? Some patients need to be nudged toward making good decisions and paying attention to important dates and milestones, and others may be more self-sufficient and proactive and therefore require less frequent communication. Giving patients the right amount of information at the right cadence will help keep them engaged.
Are you including practical, real-world information?
Providing well-timed and relevant information can help patients achieve their goals, but don’t forget that they’re concerned with getting back to regular life. A patient who is having a device implanted will want to know what to expect from the procedure, but they might also want to know when they can return back to their daily activities and that information can help maintain adherence to care plans.
Leveraging technology to test, iterate and personalize engagement
As you evaluate patient engagement software technologies to determine whether or not they are worth the investment, make sure to ask for the answers to several key questions.
Crafting the messages for a patient care journey is not a one-time undertaking. Having the ability to test and iterate will make your engagement programs more effective. Using a flexible software platform allows you to analyze patient behavior and interactions. When your patient communication software can support tweaks to pathway content and timing, highlight opportunities for optimization for your organization, and automatically adjust content and cadence in response to each patient, the journey becomes hyper-personalized and meaningful. You now have a two-way street to achieve excellent engagement, outcomes and satisfaction.
Download the Life Sciences Patient Engagement Guide
Learn how Twistle’s automated digital communication platform can power your life sciences patient communication strategy and drive results with:
- Equity in research
- Broad and rapid adoption
- Lower trial costs and failure rates
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