Introduction
In a healthcare organisation, patient safety is prime concern. A big question: in present scenario, are we able to achieve what we have set out to do? Accrediting agencies provide accreditation to healthcare organisations, keeping patient safety as prime concern. Also, Digital Marketing in Healthcare has made organisations more efficient in productivity, patient acquisition, and display of services but big question is how Digital Marketing in Healthcare can focus on patient safety. What measure are required to make effective use of Digital Marketing in Healthcare when it comes to patient safety?
A Brief about Digital Marketing in Healthcare
The healthcare scenario is changing very fast. Patients are becoming more aware more as compared to earlier times. They compare services, cost of treatment, ratings and safety etc. The process of transformation has been enhanced due to COVID 19 in past two years. Both healthcare organisation and patient feel that healthcare services can be obtained by digital methods without compromising patient safety.
In my view there are three stake holders in this process:
- Healthcare Organisation
- Clinicians & supporting staff
- Patient
Healthcare Organisation
Healthcare organisation owners and administration are facilitators of services provided to the patients through Clinicians and other supporting staff. Their willingness is essential in each and every action and policies. message is percolated to rest of the people who are integral part of healthcare services. At the same time, a denial and ignorance attitude can affect services and hence patient safety also.
Clinicians & Supporting Staff
Clinicians and supporting staff understand that Digital Marketing in Healthcare helps them to have more patient acquisitions, more footfall, and better display of services. Digital marketing creates more awareness among patients, retains patients and is faster as compared to traditional marketing. It is more practical and can save lot of resources. It can be more predictive. The Focus can be more on preventive treatment rather than on the curative part.
Patients
A patient and his attendants visiting hospital are under great stress and anxiety. Furthermore, in India, due to due to different Socioeconomic conditions, things are further complicated. Patients are looking for personal touch from clinicians and supporting staff. Also looking for peaceful environment and want to get rid of pain. They are not aware of rights and duties.
Identification of real problem among stake holders
As we are are aware, there are three stake holders in this problem. An Organisation, clinicians & supporting staff, and patients. Organisation can be supportive, neutral or ignorant. The clinician and supporting staff can have a personal healing touch without being ignorant or rude. Patient on the hand, can cooperative or uncooperative.
A proper understanding, analysis of situation and mutual trust can resolve this issue without compromising patient safety and protocols.
Discussion
In the present scenario of digital marketing in healthcare, organisation know patient safety is must to get required accreditation but are reluctant to create a required framework. Clinicians and supporting staff feel it is required but reluctant to follow. The mindset is patient should follow and if they are are following, can’t help as we are doing our best. Whereas patient and attendants are in a state of anxiety and stress, ignorant and some time hostile also. So there is gap every where . As long as the gaps are there, the objective of patient safety cannot be achieved.
Conclusion & Suggestions
Digital marketing in healthcare is a effective tool to get desired result i.e patient safety.
- Organisations should help to create a conducive atmosphere so that plan can be implemented at ground level. It should not remain on paper.
- Clinicians and supporting staff should give up ego, and supportive mindset can help. A sense of empathy will also help. Digital marketing healthcare courses can help them to update themselves.
- Patients should become more receptive and should attend counselling sessions as ignorance is not an excuse. They should have empathy for the clinicians and supporting staff who are performing their work under adverse conditions.
A atmosphere of mutual trust can be achieved by communicating through social networking with the of various Digital platform. Hence the objective of patient safety can be achieved.