All Healthcare Transparency Is Not Created Equal
Changes in the industry and its marketplace require a new level of transparency in healthcare, but just how easy – or difficult – is it for customers to get the information they need? A recent post at Fierce Health Finance suggests that transparency experiences vary greatly.
The piece compares states where a price transparency law has been passed recently. In Massachusetts, for example, securing disclosure of the costs of procedures seems an incredibly convoluted process; whereas, in North Carolina and New Hampshire, the information seems more easily accessed. The moral of the story, however, isn’t about pointing fingers at those who aren’t “best in class.” It’s about giving patients exactly what they need – when it’s convenient for them and in a way that’s easy to understand – as they make decisions about treatment options.
Remember: if you frustrate potential customers in their information-gathering stages, they may give up on your organization. Fail to make the experience a good one? You can bet someone else will. The care that you put into creation of tools and resources is a reflection on the care and service you provide.
This requires, for many organizations, a shift in mentality – not only in how they view patients but also in how they view marketing. As always, your strategy – including traditional advertising and content marketing – must build up your reputation as a desirable partner in patient health. Now, it must also be consumer friendly and easy to shop even though the products and services offered by providers and insurers are incredibly complex… and life affecting.
