Creating better care experiences is a priority for many health systems. But few organizations approach the issue with the thoroughness of Community Health Network. Situated in the busy central-Indiana market, Community Health Network faces stiff competition for patient volumes. The organization’s leaders knew that to thrive under the competitive pressure, they would have to strive for a higher standard of patient care. This gave rise to a strategic initiative called Human Experience 2020. →
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perspective from NRC Health.
In a world where 77% of consumers begin their healthcare search online, and 88% of consumers trust online reviews as much as a personal recommendation, health systems are needing to be more digital. →
Community Health Network wanted to balance these concerns against their customers’ demand, ensuring that their telehealth practice wouldn’t end up siphoning away the system’s limited resources. Market Insights helped Community Health Network’s leaders calibrate their telehealth offerings to suit what their consumers were looking for. →
Consumer intelligence begins with insight into the broader market. Health systems can use market research to calibrate their messaging, and make sure that their communication efforts are resonating with targeted consumers. →
Healthcare already practices such segmentation, albeit in a limited way. Triage splits patients by their health status. Population health divides patients according to their demographic data. These modes of segmentation help hospitals allocate care and produce high-quality outcomes.To create care experiences that resonate on a personal level, however, organizations will have to reach further—they’ll have to pursue segmentation that includes patients’ identity, not just their clinical presentation. For this, hospitals will need psychographic models to complete their understanding. →