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We currently see highly varied uses of mobile solutions in healthcare, from clinical applications to managed health, and perhaps even more diversity in the users themselves and how they engage with mobile healthcare. Too often, these users are treated as monoliths that either do or do not use mobile health solutions. But in order to see true gains in mobile adoption, more precise segmentation and understanding of these users is essential.
Why User Types Matter
Any healthcare leader, facility, startup or physician that is invested in mobile health initiatives should take the time to understand the behaviors and motivations of their users. Many initiatives, from online portals to electronic health records, depend on patient participation and satisfaction. Designing and implementing these solutions with an understanding of how and why your patients engage with technology will help you achieve the results and return on investment you desire. As much as the healthcare industry understands and applies the concept of patient mix, it should be a small stretch to extend this concept to the realm of technology.
Additionally, mobile strategies that consider the differences among users will be more effective at gaining executive and leadership buy-in. According to mHealth Intelligence, the most common challenges in developing telehealth and mHealth platforms at facilities are physician buy-in, reimbursement and sustainability. Both physician buy-in and sustainability (and to a lesser extent reimbursement) can be positively impacted through programs that acknowledge the diversity of patients using mobile health technology.
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The Users
Recently, the Ketchum mHealth Monitor released its take on the five kinds of mHealth users and how each engages with mobile health solutions. According to Ketchum, the different types of users are:
As these numbers illustrate, the majority of your patients are already engaged with mobile solutions and, if properly approached, are happy to use mobile to improve their healthcare outcomes. As you build out your managed health and mHealth initiatives, consider using the above profiles of patient behavior to reveal new methods of communication, implementation and measurement.
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