IndexMarketing and patientHow to develop patient identities?How to use patient identities?Marketing and patient“40% of healthcare services are potentially purchasable by consumers”. The rapid growth of healthcare and medical insurance services has enabled today's patients to actively participate in the management of their healthcare. They have the freedom to schedule their own care, compare multiple providers for cost and convenience before finalizing their provider. Healthcare marketing has therefore become a complex business function. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Marketing efforts, with a limited budget and tight timelines, face enormous challenges in the process of attracting patients, despite providers having the ability to meet their' needs. Patients, consumers say, have a broader selection base when it comes to choosing standard (radiology and MRI), elective (orthopedics and bariatrics) and non-urgent (complex CVD or orthopedic procedures) services. As a result, healthcare marketing must align its channels and strategies to reach the right potential customers (patients) in the right place, at the right time and with the right message. To learn more about these target consumers and their specific needs, it is crucial to develop patient personalities. Patient Personas help operators understand their customers in a profound way. Developing characters isn't difficult as long as you know the right questions to ask the right people. Characters help create marketing content and tailor messaging to the specific needs of different groups. See below ads about "Knee Replacement Surgery" adapted differently in terms of design and message to two different patient groups. Targeted at seniors Targeted at mid 40s. How to develop patient personalities? The patient persona is an imaginary representation of an ideal patient. It reflects patient demographics, behavior patterns, motivations and concerns. This information can be gathered from market research, interviews, surveys and the vendors' customer base. The following is an outline of the patient's personality. Demographic data: Gathering basic information such as age, gender, education, occupation, income, etc. Psychography: acquisition of psychological attributes: personality, values, opinions, attitudes, lifestyle and interests. Social interaction: active list of multimedia platforms – Newspapers, magazines, social media – Facebook, Twitter, Instagram. Hotspots: Record issues that delay healthcare decisions – insurance, doctor visits, service locations. Health Conditions: Categorize health issues (could be due to certain activities, age or lifestyle conditions) These well-developed and detailed personas can be used to better understand consumers (patients) from a marketing perspective at multiple points of contact in the provision of healthcare. How to use patient characters? Patient personas offer significant business benefits to various healthcare stakeholders: Healthcare professional Plan communication strategies to engage different groups of patients (can be further verified by running A/B tests) Devise value propositions to attract target groups GP Identify patients typical and extend reports to healthcare providers in the Medical Insurance Company network Please note: This is just an example. Get a document now.