In many countries, healthcare professionals maintain a significant power distance from patients, leading to limited communication. The gap between patients’ interests and their actual experiences suggests that both patients and providers have yet to make the move. One of the key recent priorities in healthcare has been the development of meaningful, engaging communication tools between patients and providers (including healthcare professionals and brands). The issue has become so prominent, that Australia drafted in 2023 “National Consumer Engagement Strategy for Health and Wellbeing” targeting areas relevant to preventive health. Policy makers and healthcare providers can use (primarily digital) tools to assess patient satisfaction with healthcare personnel, send reminders about upcoming appointments and treatments, evaluate awareness and perceptions of physician support programs, and measure the performance of various healthcare brands.
Customer engagement in healthcare start with telemedicine, mobile health apps, and other digital solutions can extend the reach of healthcare services in (remote) areas with limited physical access. This allows healthcare providers to serve more patients efficiently, offering remote consultations, reminders, and follow-up care, ultimately improving the quality of care without requiring significant additional resources.
Globally, the debate about quality, relevance, efficiency, access, or attractiveness of private vs. public healthcare providers and their relationship to type of healthcare insurance is unlikely to reach a conclusion any time soon. Customer engagement, whether through personalized communication, interactive platforms, or delivering exceptional experiences during key moments, is crucial for building strong brand awareness. It has become a key driver of success by fostering meaningful interactions across various touchpoints. Engaging customers effectively is essential for building lasting relationships and encouraging loyalty. Engaged customers bond emotionally with a company or brand. Additionally, customer engagement and participation are vital for successful service delivery (in healthcare in particular), where customer active participation (value co-creation) plays an essential role.
First and foremost, customer engagement helps build trust and loyalty. When providers make an effort to interact with their customers, it shows that they value their opinions and needs. This two-way communication fosters a sense of connection, transforming customers from passive recipients into active and motivated participants. Engaged customers are more likely to stay loyal to a brand because they feel heard and appreciated. Companies with highly engaged customers are like to see higher levels of retention and repeat business.
Moreover, engaged customers are valuable brand advocates. When customers feel a strong connection to a brand, they are more likely to recommend it to others, both online and offline. Engaged customers can amplify a company’s message to a much wider audience. Social media has made it easier than ever for customers to share their experiences, whether through reviews, posts, or direct interactions with a brand. By creating opportunities for engagement, companies can harness the power of their customers’ voices to reach new markets and enhance their reputation.
Customer engagement also provides invaluable insights into consumer preferences. By fostering ongoing interactions, companies can collect data on what customers like, dislike, and expect from their products or services. This information can then be used to refine offerings, tailor marketing efforts, and improve overall customer satisfaction. Engagement strategies that offer personalized experiences, loyalty programs, or exclusive content create opportunities for upselling and cross-selling. When customers feel valued and connected to a brand, they are more willing to spend their money, making engagement a direct contributor to financial viability.
In countries with healthcare provider shortages and long waiting lists, engaging patients not only improves their satisfaction but also maximizes the effectiveness of the limited healthcare resources. It helps improve patient outcomes by fostering better understanding of diagnoses and treatments, leading to higher adherence and quicker results. Effective engagement also optimizes healthcare delivery by reducing unnecessary follow-ups and maximizing the efficient use of scarce resources. Patient engagement builds trust, encourages preventive care, and promotes self-management, all of which are crucial in resource-limited settings. Providers that prioritize communication and engagement can enhance their reputation, retain patients, and support the adoption of digital health solutions, helping to bridge gaps in access.
Résumé
Angažovanost zákazníků: Možné řešení pro zdroji omezené zdravotnictví
V celosvětovém měřítku není pravděpodobné, že by se debata o kvalitě, významu, účinnosti, dostupnosti nebo atraktivitě soukromých a veřejných poskytovatelů zdravotní péče a jejich vztahu k typu zdravotního pojištění v dohledné době uzavřela. Zapojení zákazníků, resp. pacientů, ať už prostřednictvím personalizované komunikace, interaktivních (digitálních) platforem nebo poskytováním výjimečných služeb, je pro budování povědomí o značce či poskytovateli klíčové. V zemích s nedostatkem poskytovatelů zdravotní péče a dlouhými čekacími listinami zapojení pacientů nejen zvyšuje jejich spokojenost, ale také maximalizuje efektivitu omezených zdrojů. Pomáhá zlepšit výsledky celého zdravotního systému tím, že podporuje lepší porozumění diagnózám a léčebným postupům, což vede k vyšší adherenci na straně pacientů a rychlejším výsledkům.