An often-cited industry statistic is that 40 to 80 percent of medical information provided by healthcare practitioners is forgotten immediately, and almost half of the information that is remembered is incorrect.
Aiming your content strategy at helping reinforce critical information to help patients manage their medications or other therapies, is an especially useful way to increase patient engagement and strengthen the relationship between you and your patients.
Disengaged consumers are twice as likely to experience medical errors and more than twice as likely to be readmitted to the hospital within 30 days of discharge than are more engaged consumers. (See “Patients and Caregivers Report Problems with Care,” AARP, 2013.)
Here’s three ways to increase engagement with patients.
Provide a blog on your website that is specific for a disease or condition. By doing so, for diabetes, for example, you can provide disease specific information. Obviously you can’t do a different blog for every condition, but if you have one for your diabetes patients, cancer patients, neurology and pulmonary patients you can provide more targeted information for those patients.
Send eNewsletters to patients targeted by disease or condition to bring them new information, and to remind them about their treatments, provide tips and motivation for keeping on track.
Provide discussion forums where patients can connect with others going through the same things and exchange their own experiences.