As patients become more empowered and seek out vast amounts of information related to their options, it’s imperative that healthcare marketers expose them to the most impactful, persuasive messaging to promote their procedures, products, facilities, and/or programs.
Lillian Labs sought out to determine the types of direct-to-patient (DTP) messages that communicate most effectively in hopes of developing industry best practices. To do so, we identified three online videos that used different approaches to educate people about knee replacement surgery. We tested those videos and analyzed results to identify what worked well, what didn’t work, and recommend best practices for patient communications.
What did we learn? In short, there’s no one approach that works best. A combination of technical, personal, and professional approaches that address potential patients’ key questions and leaves them confident that they will be safe and have a successful outcome is ideal. Let me know if you want a copy of the full report. In the meantime, here is a brief one-page of watch-outs to consider when marketing directly to patients.