Connecting with Senior Patients Through Omnichannel Marketing
PROJECT:
Omnichannel Marketing
Client:
USA Vascular Centers
Skills:
Multigenerational Creative, Patient Experience, Inclusive Branding.
THE SITUATION
U.S.A. Vascular Centers offer minimally invasive treatments for Peripheral Artery Disease (PAD). PAD is a progressive disorder that causes circulation problems, commonly affecting the legs. This disease becomes more common with age, affecting over 20% of individuals aged 80 and above. As a new private healthcare practice in the U.S.A. Vascular Centers faced three challenges:
- The limited mobility of elderly patients
- A higher prevalence of chronic conditions among seniors
- Reliance on caregivers for medical appointments and decisions
Through an omnipresent experience and nostalgia marketing, the healthcare practice increased patient appointments by 30% in less than a year.
THE SOLUTION
U.S.A. Vascular Centers implemented an expansive, multichannel marketing strategy, seamlessly blending digital and traditional channels to personalize the patient experience.
I. Creating a Highly Accessible and Patient-Centric Website
Key components of this comprehensive website included the following:
- Large, legible fonts and high-contrast colors
- Clear and intuitive navigation
- Concise, easily digestible content
- Assistive technologies
Clinic location finder, directed via Google Maps
II. Integrating Digital and Traditional Marketing Channels
The main elements of the multichannel marketing strategy included:
- Personalized email campaigns
- Targeted social media engagement
- Accessible telemedicine appointments
- Traditional print and broadcast media usage
III. Implementing Data-Driven Personalization:
We were able to create a customized, informed experience for users through:
- Gathering patient data from multiple sources
- Catering messaging across various platforms
- Personalizing treatment plans based on patient profiles
IV. Telemedicine Integration and End-to-End Connection:
To address senior patients’ mobility challenges and create a seamless healthcare experience, U.S.A. Vascular Centers implemented:
- User-friendly telemedicine platform with a simplified interface for seniors
- Virtual consultations and follow-ups to reduce unnecessary in-person visits
- Integration of telemedicine data with patient portals for comprehensive care management
THE IMPACT
KEY TAKEWAYS
- Various media platforms can be crucial for healthcare providers who wish to effectively engage with diverse patient populations, especially those with mobility challenges
- Integrating digital and traditional channels creates a smooth patient experience, from first contact to post-treatment care
- A personalized experience can enhance patient responsiveness and outcomes, increasing engagement and patient loyalty
- Digital platforms must have accessibility features available for elderly and differently-abled patients
