COVID-19 has caused radical shifts in the way patients engage with healthcare providers. To thrive in 2022, healthcare marketers need to anticipate future trends and adapt their strategies accordingly.
Below, I list some of the most important trends healthcare marketers will see in 2022, as well as how a call tracking solution can help you capitalize on them.
1. Healthcare Digital Ad Spending Will Increase
The healthcare industry makes up a significant portion of total US digital ad spend, and it has been steadily climbing over the past three years. In 2021, healthcare digital ad spending increased by 18%, reaching $11.25 billion. This represents 6.9% of all US ad spending and that figure is projected to increase in 2022.
In addition, healthcare providers are allocating 57.5% of their total ad spend to mobile devices. This move comes in response to more patients engaging with healthcare providers on mobile devices (more on this later).
As the digital advertising landscape continues to become more competitive — and cost per lead continue to rise — healthcare marketers will face increasing pressure to prove their digital marketing ROI and optimize their spend to acquire more patients at a lower cost.
2. Healthcare Providers Will Receive Higher Call Volumes
Inbound phone calls to health systems are up 55% year-over-year and calls to healthcare providers are up 20% year-over-year. With in-person interactions limited by shelter-in-place orders, patients rely on the call channel to ask about COVID-19 safeguards, make inquiries about procedures, and schedule appointments.
Though lockdown restrictions have eased, many patients still restrict their in-person interactions due to safety concerns. Therefore, call volume will remain higher than it was during previous years, as patients will use this channel to get information and make appointments.
3. Telehealth Appointments Will Increase
Telehealth appointments have been increasing over the past few years. The COVID-19 pandemic only accelerated patient adoption. Some of the largest telehealth providers in the US reported a 60-80% increase in telemedicine appointments since the COVID-19 outbreak.
To adapt to this shift, healthcare marketers need to create seamless telehealth experiences for patients. You need to ensure the entire process of scheduling a telehealth appointment is frictionless, from finding information about telehealth on your website or IVR, to calling to schedule an appointment, to following up post-appointment. And you need to commit to these best practices in the long term, since 80% of patients are likely to have another virtual visit, even post COVID-19.
4. More Patients Will Engage With Healthcare Providers on Mobile Devices
For many years, patients have increased their mobile device usage to contact healthcare providers, download healthcare apps, and attend telehealth appointments. There was an even more dramatic increase in mobile usage in 2020, as patients limited their in-person interactions with healthcare providers.
58% of smartphone users have downloaded a health app and 62% have used a smartphone to research a health condition. In addition, 85% of patients use their smartphones to contact their healthcare provider. As this channel continues to grow in popularity, healthcare marketers have shifted the majority of the advertising budget to target mobile device users.
Providing a seamless mobile experience — online and over the phone — will be critical for 2022.
5. Patients Will Demand Seamless Omnichannel Experiences
Going hand-in-hand with the last trend, healthcare patients will demand seamless omnichannel experiences across their entire journey. To earn their business, you’ll need to ensure they feel valued and known every step of the way.
83% of consumers say they require a positive experience to remain loyal to a brand — regardless of the channel they’re engaging on. If healthcare marketers fail to provide seamless experiences for patients, the stakes are high. 82% of consumers would switch providers as a result of a bad experience.
To get an edge over the competition in 2022, healthcare providers need to embrace personalization across channels. This means providing a seamless experience as patients transition from online research to phone calls to in-person interactions. For example, serving patients with web ads targeted to the service they researched on your site, or automatically routing their call to their nearest clinic location.
How Marketers Can Use Call Tracking to Capitalize on These Healthcare Trends
The trends above paint a bigger picture of how healthcare patient behavior is changing. In 2022, in-person interactions with healthcare providers will continue to be limited due to COVID-19, placing increased importance on the call channel.
With more patients researching online first and calling agents and locations to ask questions and make appointments, healthcare marketers need to have a strategy in place to ensure that they’re providing a seamless experience over the phone. As I mentioned above, expectations for the patient journey are at an all-time high — and this includes the call channel. Failing to deliver frictionless call experiences will cost you patients.
Understand the Marketing Sources Driving Your Most Valuable Phone Calls
HIPAA- and PCI-compliant call tracking and analytics solutions like Invoca allow you to understand the webpages, marketing campaigns, and keywords driving not only the most calls — but the highest quality calls to your agents and locations. This allows you to optimize your marketing spend for the programs that are truly driving the most patients.
For instance, a certain elective surgery may be driving a high volume of calls to your locations. However, once you use a call tracking solution, you may discover many of these calls are not appointment-related — they’re billing issues. You could then decrease spend on this campaign, and instead allocate it to one that’s driving more appointment-related calls. This increases the overall revenue potential and quality of the calls coming into your phone lines.
Detect Issues Impacting Your Call Conversion Rates
Call tracking and analytics solutions like Invoca help you create seamless call experiences that increase patient acquisition. They provide detailed reports on answer inbound call rates and call handling performance at each location or call center that you can use to detect patient experience issues.
For example, you can see if your calls are going unanswered at specific locations and what days and times those unanswered calls occur. You can then diagnose if your marketing is sending calls to locations when they are closed or understaffed, and make adjustments.
View Transcriptions and Recordings to Understand What’s Happening on Calls
Call tracking and analytics platforms like Invoca give you a searchable database of call recordings and transcriptions that you can tap into. This allows you to see what’s occurring on the inbound calls your marketing is driving to call centers and locations and use these insights to make optimizations that drive more appointment conversions.
If unconverted calls are an issue, you can analyze your recordings and transcriptions to see if your locations, call centers, and remote agents are saying the right things when patients call. You can then pinpoint any issues. For instance, are they accurately describing the safety precautions you’re enacting at your clinics? Are they failing to mention telehealth appointment options? You can then take steps to remedy them. In addition, you can share these recordings and transcriptions with your locations and/or call centers to use as coaching tools to improve performance.
You can also use transcriptions to discover common caller questions and concerns — such as FAQs on telehealth appointments — and add them to your website and product pages to get more SEO visits and improve conversion rates.
Use IVRs and Dynamic Routing to Manage High Call Volumes
If you’re experiencing unmanageably high call volumes, you can also consider using your call tracking solution to set up an IVR (interactive voice response). You can configure an IVR to ask callers why they’re calling, route them to the best destination based on their responses, provide answers to common questions (such as FAQs about your COVID-19 precautions and telehealth appointments), and more.
You can also set up dynamic routing rules, in tandem with or independent of your IVRs. Below are several call routing configurations that can improve conversion rates for healthcare providers:
- Route by time of call: Have calls forwarded to specific agents, locations, or IVRs based on your location hours.
- Route by geographic location: Send callers to the best agents or provider locations based on where they’re calling from.
- Route by service they’re interested in: Send callers to specific call center agents or locations based on the service they’re interested in.
- Route by where they are in the patient journey: Send callers to a particular call center or provider location based on where they are in the funnel. For instance, are they looking to book an appointment over the phone or are they asking post-appointment questions like checking on test results?
- Prioritize high-intent callers: For example, send callers who called from inside your appointment portal to the top of the queue so they’re answered right away.
To learn more about how call tracking data can enhance your healthcare marketing strategy, download our Call Tracking Study Guide for Marketers.