The Art of Marketing for Population Health

Case Study, Strategy
02
Jun 2014

Population health management. Patient-centered medical home. Organizations around the country are embracing these models. Many were already transforming their care models in preparation for the new environment in which keeping people healthy is as important as caring for them when they’re ill. Healthcare reform is now a reality.

Our client, WellSpan Health, a comprehensive health system in south central Pennsylvania, is one of these forward-looking organizations. In fact, the concept of population health management already complemented the organization’s mission: “Working as one to improve health through exceptional care for all, lifelong wellness and healthy communities.”

At WellSpan, the primary care physician is at the center of the medical home coordinating the appropriate care team based on the patient’s health goal and medical needs. The team can include a specialist, health coach, social worker, and others. The concept of patients setting their own health goal is hardwired in WellSpan’s infrastructure – the patient’s visit starts by discussing their health goal with their doctor.

It was against this backdrop that SPM began working with WellSpan to help them refresh their brand and strengthen their position in the regional marketplace.

We knew we had some challenges ahead of us—how were we going to help the consumer shift their behavior from seeking episodic care to establishing a long-term relationship with WellSpan? How could we effectively communicate the “patient centered medical home” model so that consumers would understand what it meant to them? And how would we incorporate the brand message down to the service line level? Watch the videos below!

In a shifting healthcare landscape from volume-based to value-based care, we can anticipate hospitals and health systems moving towards population health management. How is marketing helping you on the journey to value-based care? Join the conversation by leaving a comment below!

How do you effectively communicate new care delivery models so that consumers understand what it means to them? https://ctt.ec/wacnC+ @SPM_Marketing

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Emma Greifenkamp

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