Consumer Data Reveals Keys for Improved Patient Engagement
It’s no surprise that recent data proves widespread communication behaviors have adapted to growing mobile and digital technologies within healthcare. While observing patterns in healthcare communication is useful in developing a successful patient recruitment and retention strategy, to view the picture as a whole requires assessing user perspectives. The growing majority of people rely on mobile devices throughout daily life, but how do they feel about their experience? What makes one mobile offering better than another? How should clinical researchers interpret user preferences to further refine mobile solutions that improve clinical trial enrollment?
A 2014 mobile behavior study tracked smartphone usage of 470 consumers over one year, followed by a survey to measure preferences based on digital data observed. Some of the findings show that:
What does this tell us? First, it proves that emails, texts and push notifications are overwhelmingly effective and well-received for those that opt in. That being said, a larger effort needs to be made to clearly and honestly explain to users the personal benefit and value of opting in to receive messaging, like appointment and medication reminders. The data also tells us that a majority of users find mobile-optimized websites easier to navigate, but the value of website content needs to improve. In the case of clinical trial recruitment, mobile-optimized study websites need to be streamlined and more clearly direct users to other resources with more information.
With that in mind, the survey results also reflect that 91% of consumers say access to content any way they want is important. The need for users to access content through various channels is supported by Advanced Clinical’s own patient recruitment and retention experience data. Bottom-line: users are more receptive to communications that are offered seamlessly across media. For any successful patient recruitment and patient engagement program, communications must be offered through a multichannel approach that is versatile and customizable based on patients’ and sites’ individual preferences.
SOURCE: 2014 Mobile Behavior Report