We're entering a new age of healthcare, the "Social Health" era, where the focus has shifted to informed patient-consumers. With ever-increasing access to information, our patient-consumers are now empowered more than ever to make choices for themselves by researching and even shopping online for everything from health plans and doctors to medical equipment and insurance policies.
As the digital revolution disrupts the way we've traditionally done business in the medical and healthcare space, there is a need to communicate with both intermediary customers (payers) and patient-consumers. This means transitioning from a more traditional Business-to-Business (B2B) model into a newer Business-to-Business-to User (B2B2U©) model. Because at the end of the day, even if you aren't selling directly to your patient-consumers, you still need to engage with them to understand their challenges, meet their needs and ultimately create bottom-up demand for your brand.
This move to a B2B2U model starts with identifying your patient-consumers and gathering information about their challenges. Once you’ve identified them, you can then open up direct channels of communication with them, offer them valuable information and also show them how your services or products offer real value and help solve their challenges.
One of the challenges in this approach is making sure that you don’t compromise your relationship with your paying customers when you start communicating directly with your patient-consumers. This can be solved by involving them in the process and maintaining full transparency about your goal, that is, to raise brand awareness and drive demand (and not to sell directly to patient-consumers).
Interested in learning more about how you can create a win-win situation for both you and your intermediary customers?