April 21, 2021
Monumental shifts in the nature of patient care delivery (the rapid uptick of virtual visits, in particular) have made newly crafted brand awareness and perception studies critical to conduct in 2021.
Stamats has long led the pack in academic institutional brand and market research. Based on our extensive perception, research, and brand experience coupled with our academic medical center projects and keeping abreast of healthcare industry research, we recommend updating perception studies to reflect three focal areas of inquiry as they relate to virtual visits.
Firstly, the convenience of virtual visits has been lauded. But are there concerns over the perception of quality of care as compared to in-person appointments? Will in-person patients leave more satisfied reviews than telehealth patients? And how will this impact the overall physician ratings?
This could lead to a need to shape the types of verbal and visual components used for promotional purposes. Develop and analyze survey questions about patients’ intent to continue opting for telehealth and for what services.
The use of personal devices and multiple communication platforms linked with high-profile customer data breaches in the news invites justifiable fears related to data privacy. Perception studies should include questions about:
If providers don’t establish the same depth of trust-based relationships with their patients via telehealth as they do in person, loyalty to individual providers and the organizations that employ them is in jeopardy.
Survey questions ought to explore comparative perceptions of telehealth versus in-person visits in terms of ability to connect with providers on a personal level, to experience empathy, to feel confident that the delivery mode of care is appropriate, etc. Such data can inform practice as it relates to ensuring that specific ways of communicating before, during, and after telehealth visits meets patient needs and expectations.
So, the next steps in preparing to launch a brand perception study in 2021 are to:
Are you ready to ensure that you are asking the right questions? Likewise, that the responses to those questions can be operationalized effectively and efficiently? If so, please contact Dr. James Vineburgh to discuss how.