Data tracking system like looking into a crystal ball
In marketing and sales, data is king. Data provides you the ability to build the perfect campaign, communicate the effectiveness of your digital marketing to internal stakeholders, and is the cornerstone of any successful marketing and sales strategy.
If one doesn’t know exactly how a customer converted, how does one know which parts of the marketing and sales plan are working? This is one of the massive benefits that a website can provide, but sadly, many providers and doctors still have a tough time collecting this critical data. On top of that, many modern “Find a Doctor” search platforms have a hard time remedying this problem. ImConnect is more than able to help.
As patients search for healthcare solutions, they make decisions in the form of mouse clicks (or thumb presses) and keyboard typing. Every time a decision is made on ImConnect’s search platform (consumer UI*), that piece of data is stored away (API**) as part of that patient journey. Once a conversion occurs, either by a user leaving the search platform (more on that later…) or by a patient scheduling an appointment, ImConnect ties a bow around that patient journey, and sends it to ImConnect’s client dashboard (hospital UI*). This easy-to-understand analytics dashboard can break down individual patient journeys, and can also zoom out to provide broad trends.
With ImConnect’s powerful data collection capabilities, providers and doctors have a view into the decisions their potential patients are making, so they can know exactly which pieces of their site’s content are working and which are not.
Patients can dump search terms and ImConnect will figure it out
Consumers are used to this level of functionality from a search platform on shopping sites like amazon.com, but why can’t patients enjoy the same luxury in healthcare?
One reason is if a patient needs a doctor, there are several pieces of information necessary before a doctor can be selected, like location and health insurance. The solution many modern “Find a Doctor” search platforms have chosen is “progressive disclosure.” To varying degrees of intuitiveness, this typically manifests in forcing the user to answer several questions in chronological order, or check necessary boxes before any results are provided.
ImConnect doesn’t think consumers search this way. To assume patients know they want a particular type of physician assumes they’ve already completed their research. Often, patients merely have a “health trigger” and are looking for help, but aren’t sure what they’re going to do about it yet. ImConnect uses a “multi-variant disclosure” approach, which means patients can check numerous variations of boxes, make selections like gender and health insurance, or none at all! ImConnect is smart enough to help them anyway. ImConnect will not only find the right doctors, but will also include…
ImConnect doesn’t discriminate: Results include content and doctors
Unless otherwise specified, patients need more than just a doctor; they need a great patient experience. Studies have shown that patients spend a lot of time researching before they book a doctor’s appointment, typically around two weeks. When a patient arrives at a hospital website, he or she could be on day one or day 14 of their research timeline. ImConnect’s results aim to support that research at any point. Research can often require content that adds value, not just doctor profiles (although ours are innovative…).
If a patient isn’t ready to book a doctor’s appointment yet, but will eventually, will they return to that source of value-added expert content, or keep looking? Our money is on the brand that provided value.
A great patient experience is about caring for the patient even before they step into a doctor’s office, and not just giving them a glorified phone book to get them there.
Job #1 is to get rid of patients… and get them where they need to be
The most helpful thing ImConnect can do for a patient is point them in the direction of the healthcare solution they need. This could be in the form of a piece of content or a doctor’s appointment, but ImConnect actually considers a patient clicking away a good thing because it means ImConnect provided the results they were looking for.
This is not, however, a form of patient leakage; it’s actually a form of “patient keep-age.” While ImConnect wants to send patients on their way, their destination, provided by ImConnect, will stay within the hospital’s brand umbrella. The results combination of doctor profiles and helpful content can not only keep them on-site, but can keep a patient coming back after they leave.
* UI = User Interface
** API = Application program interface