I have lots of conversations with hospital and healthcare leaders about patient empowerment. And for years, those conversations have centered on finding ways to help health systems offer educational, financial, and administrative resources through better digital experiences. In other words, using technology to give patients greater control over their own health experience.
But over the past year or two, I’ve noticed those discussions are changing slightly. Now we’re talking more and more about data sharing, privacy, and personalization.
There’s uncertainty from healthcare marketers about how to navigate patient data. More specifically, what you can do, what you should do, and how to rectify those choices with the broader goal of patient empowerment and positive health outcomes. The changes in healthcare since many of us started our careers are seismic, but the approach hasn’t changed as much as it should to keep pace.
But there’s good news: it’s still all about patient empowerment. The only change is that giving patients agency in their own experience no longer starts with a doctor, nurse, or even the online scheduling tool. It starts with you, the hospital marketer, and that “Accept Cookies” button we all know and love.
So, let’s think about the impact it actually has…
A few weeks ago I had to make an appointment with a specialist and was exploring a few healthcare websites. On each one, I encountered that familiar “Accept Cookies” popup. It seems like a straightforward decision, but mostly because patients don’t realize they’re opening the door to a complex web of data sharing.
I’m fortunate, because I understand the implications of simply hitting “accept”. But not everyone has that background. Most people hit “accept” and are bombarded with personalized ads and recommendations across all the websites they visit. (If you want to get into the specifics of cookie policies, I’ve written extensively about how to structure these buttons, give options and communicate value here.)
Those cookies details are important, but the broader mindset and organizational approach to marketing and data have bigger implications. Behind the algorithms and data points, there are real people seeking answers.
Just like our HCP peers who educate patients on health living practices, healthcare (as an industry) has an opportunity to lead education on healthy data practices as well. It's about connecting with patients on a deeper level, not just for the sake of convenience, but to genuinely improve their healthcare experience.
Effective personalization begins with a thorough understanding of the patient journey. It's about recognizing that each individual's path to health is unique, and offering information and resources precisely when they are most needed.
I regularly give presentations to healthcare executives about data privacy and personalization on their websites. Their jaws never fail to drop when they realize just how much we know about patients’ personal information. We live in an age where we can target individuals who are exhibiting behaviors that may indicate they have a particular condition (even if they don’t know it themselves yet).
You might think it’s up to us to make that decision of where, when, and how we surface that information to future patients. But really, it should be the patient’s decision.
Empowerment isn’t just about compliance. That’s true for the patient empowerment HCPs are tasked with too. Simply handing someone a printout with treatment options or giving someone multiple options on your website for cookies isn’t enough. It's about building trust, providing value, and safeguarding what matters most—the health and well-being of those who seek answers and trust us with their data.
Data privacy is not a barrier; it's a bridge. It connects organizations and patients in a relationship built on trust, transparency, and purpose. It's a bridge worth building, for the sake of better healthcare experiences and, ultimately, healthier lives.
So, in practice, where can healthcare marketers start to create more patient empowerment?
The simplest answer is in digital patient empowerment principles. These are northstar ideas that inform the decisions you make for your website and other digital platforms.
You may have five or ten that fit your organization, but these are three that we recommend to get you started:
No-Brainer Principles
- Understanding the Patient Perspective: Put yourself in the patient's shoes and consider how you would want your data to be handled. Approach data privacy from a perspective of empathy and respect for their concerns.
- Ethical Data Use: Only collect and use data when it genuinely benefits patients. Avoid the temptation to gather information for the sake of having it. If you don't need it, don't ask for it.
- Show Appreciation: Patients are not just data points; they are individuals seeking better health. Show appreciation for their trust by offering value in return for their data. Provide personalized recommendations and resources that genuinely improve their healthcare experience.
By embracing these no-brainer principles and infusing them into your data and marketing practices, you’re starting on a path towards improved patient empowerment, even before they set foot in your facility.
