Telehealth is here to stay: Three ways to make it work for you

The COVID-19 pandemic certainly put the Telehealth goal on the fast track. Between patient fears of infection rates and adhering to social distancing guidelines, there was little choice. And, when the government lifted many regulatory barriers on Telehealth appointments, providers quickly got on board as a way to keep their doors open and patients served. The result — thousands of patients across the country were logging onto video platforms that allowed virtual visits, creating another viable space for medical care.

Clinics across the country are reporting significant growth in their Telehealth visits. Pediatric Associates of the Northwest in Portland, Oregon found virtual appointments jump more than 70% between March and May. New York University (NYU) Langone Health’s virtual urgent care visits grew by more than 600% between early March and late April. Non-urgent virtual care visits at NYU grew more than 40 times the normal daily average.

But what will happen after clinics resume a post-COVID world? Will there be such a thing? When patients feel comfortable returning to the clinic, will you encourage Telehealth appointments as much as you have through this period of distancing? If so, how will your marketing plan support this development?

Telehealth communications for a post COVID-19 world

The closures prompted by the coronavirus outbreak may have provided your Telehealth platform a boost, but it is important that you keep it accessible beyond the pandemic. Expanding accessibility and care options will not only help improve the health of your community; it may also improve the health of your patient acquisition goals.

How?

1. Simplify language around Telehealth

At KineticHealth, we talk a lot about using clear, plain, easily understood language in describing healthcare. For all your patient-facing communications. This rule of simple language also holds true for Telehealth communications and marketing.

What does this mean? It means being aware that virtual care may be a new concept for many of your new and existing patients. It means being mindful that your patients’ tech knowledge is likely to vary greatly. So, try to keep reminders, instructions, and set-up information as straightforward and uncomplicated as possible by:

  • Keeping sentences short. This isn’t time to exercise the compound, complex sentence.

  • Avoiding technical jargon. No acronyms. No big words that require a medical dictionary.

  • Adding visual instruction when possible: screenshots, photos, infographics.

  • Using lists that are indented or bulleted — or both. Like this one.

2. Obtain provider buy-in

To boost awareness and encourage use of Telehealth in your clinic, a physician or well-known executive can provide confidence and credibility to your cause. Once you have identified someone willing to be a Telehealth Champion, have your communications team draft some communications on their behalf:

  • Send an email to fellow physicians encouraging use of the new platform.

  • Address patients through your next e-newsletter, describing how easy the service is to use.

  • Participate in a Facebook Live video, or Zoom live Q and A — or a webinar — all about virtual care.

  • Write an article for your employee newsletter or intranet about the benefits of Telehealth.

  • Speak with local media about your Telehealth options.

3. Don’t forget to include the personal touch

Some patients, particularly seniors, are reluctant to use Telehealth because they value the personal connection that an in-person visit provides.

Whether your care for geriatric patients or pediatric, make sure you’re emphasizing genuine care from genuine physicians throughout your communications. At no time should patients feel that a virtual appointment is of a reduced standard of care.

Your organization will want to emphasize that your physicians will be there to support them completely, whether it’s in person or via their computer screen.

Virtual Healthcare isn’t going away

Although the pandemic created an instant surge in Telehealth participation, the use of virtual platforms to deliver healthcare is unlikely to fall in the foreseeable future.

A Frost & Sullivan report published in May predicts that telehealth will increase more than 64% in the next year. And, the Telehealth market is expected to grow more than 38% over the next five years.

Next time: Three more ways you can use the boost of Telehealth appointments to market your practice.

Could your healthcare organization use a partner who can help you reach your audience?

KineticHealth helps clients create compelling content that reaches patients where they are. For more information about how we can help you create a Telehealth communications strategy, schedule a time for a no-obligation 10-minute call with one of our team members.

Kellie Gordon