Current practices devoted to improving patient engagement in healthcare industries show a lack of defined guidelines and confusion about what patient engagement is, how it is achieved, and how to produce meaningful outcomes. 

Patient engagement happens when providers and patients work together to improve health. And healthcare digital marketing a key aspect here!

Benefits of Patient Engagement
Hospital branding encompasses happy patients at its core. There are so many different levels at which they can benefit from this: 
  • Patients want to be engaged in their healthcare decision-making process, and those who are engaged as decision-makers in their care tend to be healthier and have better outcomes. 
  • A patient’s greater engagement in healthcare contributes to improved health outcomes. Hence, healthcare digital marketing and technologies can bring about a revolution in patient engagement which in turn acts as a catalyst in healthcare branding.  

Percentage of healthcare consumers who run searches prior to scheduling appointments


Is there a way for providers to connect with patients and families through engagement powered by portal adoption, secure messaging, social media, and other emerging health-related technologies?

The answer is YES!

To successfully achieve patient engagement in your health care practice, you have to consider these elements:
  • Create a culture of engagement.
  • Define your organization's vision for patient engagement.
  • Employ the right technology and services.
  • Empower patients to become collaborators in their care.
  • Chart progress and be ready to change and adapt.
  • Ascertain the knowledge, skills, ability, and willingness of patients to manage their health care,
  • Create a health care practice that prioritizes and supports patient engagement
  • Actively collaborate with patients to design, manage, and achieve health outcomes.
A growing body of evidence demonstrates that patients who are more actively involved in care experience better health outcomes and have lower per capita costs compared to less engaged patients.

The right healthcare digital marketing practices with a strong patient engagement strategy report:

Increased efficiency, especially with the use of online portals for self-service check-in
  • Automated appointment reminder and lab result services
  • Online and after-hours options for bill payment
  • Telephone volume decreases when secure messaging is introduced
  • Portal use for lower indirect and direct labor costs, such as mailing costs for lab results, online billing, appointment scheduling, etc.
Revenue Multiplier Potential Analysis
Ways to Improve Hospital Branding for Patient Engagement

First, understand where you are and where you want to be in terms of patient engagement. Discuss what patient and family engagement means to your senior leadership, board, staff, patients, and their families. 

With these discussions, you can work with the definition of engagement presented here or generate your custom definition. 

Create an “end state” vision of what your practice will look like when you have a strong healthcare digital marketing strategy in place. The top 7 recommended ones are:
Percentage of people using smartphones in India

1. Think Smart, Think Mobile

Understand how users interact with smartphones and designing mobile experiences that align with these insights to connect people’s physical and digital worlds. 

For example, we use our phones all the time for navigation. How can you utilize this feature for your brand? Can a smartphone’s location services be used in wayfinding, to help visitors navigate your hospital?

Adapt online experiences to perform best on mobile. For example, when it comes to lead generation, consumers aren’t going to fill out a lengthy form on a phone. 

They want a simple click-to-call option or a condensed form. Smartphones are used for paying bills, scheduling appointments, etc.

2. Opt for Cloud-Based Portals

Cloud-based portals offer the most cost-effective, flexible, and robust solutions for health care practices creating patient engagement strategies. A cloud-based services vendor offers a combination of software, networked knowledge, and back-office support with low up-front costs. 

This kind of solution gives users immediate access to new features and functionality that are regularly added to the system. It can also quickly adapt to new patient engagement initiatives and other changes as they come.

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3. Provide integrated communication services

Consider patient portal solutions that offer a full range of integrated patient communication services such as live operator support and automated phone, text, and email reminders. 

A fully integrated patient communication system can offer practices automated appointment and bill reminder services and can provide secure messaging in the patient’s preferred format.
Effective patient engagement intiatives

4. Set up a Patient Portal

A patient portal can benefit patients and providers by enhancing patient access and increasing administrative efficiency and productivity. However, without adequate features, promotion, and use, a patient portal won’t help anyone.

Make sure providers and staff are on board with portal selection and use.

Ensure the portal meets industry mandates for security, interacts seamlessly with your software system, and can be customized for your practice. Promote the portal to patients. 

Track and celebrate portal milestones such as a certain number of emails collected or time saved from having patients fill out forms electronically.

5. Go Automated

Practices can free up valuable staff time by using widely accepted automated calls, emails, and text messages to specific patient groups. 

Automated, secure messaging can be used as a medical appointment reminder, to deliver test results, remind patients of a medication schedule, alert them in the event of a weather closure, or promote an upcoming immunization clinic or other population health event.

6. Focus on Content Marketing

Content should be informative and optimized. Period. That becomes a valuable currency for all online marketers. You have to ensure that boosting your hospital brand’s online presence is consumer-centric. 

It’s important to develop content for different channels like articles, blog posts, infographics, digital PR, case studies, patient stories, and more.

Ideally, should also have some mode of the call to action. This encourages the user to follow a link or even join a mailing list or the simple option of sharing your post. Along with patient engagement, it further adds to reputation management.

Your brand becomes more of an authority in the industry. As per DemandMetric, you can generate 3 times the number of leads using a successful content marketing strategy and it costs 62% less than other marketing avenues.

Ebook on Halo Branding

7. Get your Social Media Right

Juggling with healthcare digital marketing strategies? Social media is a cost-effective and one-to-one platform for reaching out. Make sure you update social media regularly. Try to actively engage with your community and do reply to comments and messages.


Personalized outreach always works better and cultivates a culture of mutual engagement. 

According to a 2019 Pew Research, nearly 72% of adults use social media to connect with others, engage with news and content, share information, and entertain themselves.
It may take time to see outcomes in patient engagement. But it is definitely worth the time.

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