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The Role of Healthcare Consumer Engagement in the Transition to Value-Based Care

By Truven Staff
Linda MacCracken imageProviders focused on patient-centered medical care are setting up continuous touchpoints in care episodes and care experiences, and this engagement is reaping strong benefits of increased revenue, boosted loyalty, and reduced leakage.

With an increasingly complex and competitive provider landscape, consumers face more complex choices. More and more, consumers are making particular provider selections as a result of high deductible and copay amounts, as well as limited networks driven by their selection of lower-cost health plans. Physician referrals are becoming more health system-contained, and patient education initiatives from payers, providers, and suppliers are becoming more important.

The Patient Protection and Affordable Care Act (PPACA) also promotes consolidated, integrated care by guiding patients through the care process via medical homes and utilizing electronic health records (EHRs) to provide a view of care throughout the care continuum. At the same time, effective readmission reduction has reduced admissions enough to require growth strategies to back fill volumes, often through provider consolidation. The increase in the newly insured will help fuel growth, too, once expanded Medicaid and Exchange access begin to drive demand.

All of these changes call for providers to focus on patient engagement in new ways in order to reduce volume detractors and better direct new volume demand.

How can hospital marketers get started?
  1. Engage consumers and persuade them to obtain condition-related preventive care to comply with health-related practices.
  2. Encourage patients to choose the right site of care for optimal care management.
  3. Help patients learn and be directed to appropriate pre- and post-acute care services within a single episode.
  4. Increase care coordination by providing information on related service lines.
  5. Provide ongoing information about recommended care via a primary care provider or medical home.
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Linda MacCracken
Vice President, Advisory Services