Research was being done internally at Male Excel some years ago around trying to discover why they were having retention issues when it came to patients. I took the liberty to listen to voice calls between medical assistants, sales teams and patients over a two-month period. One trend that came up as a point of issue time and time again was the fact that patients stated that they had no idea what was going on with their healthcare journey at the company. No one was communicating with them on a reasonable cadence. This means they didn't know what to do, when do to it or what to expect next in their treatment month to month.
An example of the types of negative public reviews left for the company prior to the rapid solution.
The solution came in the form of laying out the process of the patient's journey and identifying all the scenarios where the company would reach out to existing patients about their treatment. Some of these were related to directions on how to use the tool to have their video consultation, others were notifications of things such as their blood spot tests came back in error, while others were notifications reminding the patient of upcoming events, payments and refills, to ensure that they did not miss important meetings and tasks. In addition to that, we came up with a baseline patient script for the medical providers, their assistants and sales teams to go over with patients as part of the official process. This script covered important information that previously was lost in communication, and it ensured that patients knew what was going on. The script's information was followed up as summary in a post call communication SMS text and email.
In terms of the more technical aspects of the project, the team put together a matrix of all of the medical-based communications (non-marketing) that needed to go to a patient throughout their time of treatment and once we had the list and verified it, we began to craft message copy that adhered to our brand guide's writing style and visual design for the HTML-based emails. The images below represent a few examples.
After launching these changes, testing and doing some copy tweaks, this project resulted in an increase of retention by 98% sustained.
The flow map created that outlines the ideal communication touchpoints with a patient.
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