The United States gets a bad deal when it comes to healthcare. Not only do we experience the worst health outcomes of any high-income nation, but we also pay nearly twice as much per person for care. To make matters worse, long-standing inequalities in access leave people of color and low-income communities more vulnerable to poor health outcomes. So, what can be done to address the persistent problem of low-value healthcare? Is it possible to make systematic changes to improve care quality while also driving down spending? That’s where value-based care comes in.
Over the past decade and a half, value-based care models have been introduced as a method to optimize the value of healthcare spending. Under value-based care, provider compensation is based on how effectively patients are treated, how their health improves and how smartly resources are used rather than the volume of services provided. This fundamental shift has profoundly affected clinical practice and how they are marketed.
At Activate Health, we live and breathe healthcare marketing and deeply understand the value-based care space. Our team has compiled an overview of what marketers need to know to be effective in this increasingly value-geared environment. Let’s dive in!
What is value-based care?
In a traditional fee-for-service (FFS) model, providers are compensated for each service they provide—whether that’s an office visit, procedure or test. This means that the more services rendered, the more revenue is generated, which can drive up the cost of healthcare through unnecessary services. The value-based care model flips that script.
With value-based care, the reimbursement model focuses on patient outcomes. Instead of rewarding providers for the number of procedures they perform, the model incentivizes them to deliver high-quality care that improves patient health. This means providers are compensated for providing the right level of care at the right time, resulting in fewer hospital readmissions, better chronic disease management and a healthier overall population.
Tips for marketing in a value-based care environment
As healthcare has evolved, so has the role of healthcare marketers. Rather than simply promoting products and services, healthcare marketing and communications professionals are now tasked with educating diverse audiences, communicating the benefits of value-based care, and ensuring patients understand their role in achieving the best outcomes.
Here are some key strategies for success that healthcare marketers and communications pros should consider in this environment:
- Focus on education
Quality over quantity also applies to how healthcare industry professionals approach marketing. Instead of simply trying to drive more people to utilize more services, our field is tasked with education. This means demystifying complex healthcare concepts and making them accessible to all audiences. To do this, marketers need to understand the landscape shift away from fee-for-service and effectively communicate benefits to patients, providers and payers alike.
2. Tailor messages to diverse audiences
Every healthcare stakeholder will have different priorities and pain points. Providers need educational resources to help them transition to a value-based care model, while payers require data-driven insights into cost savings and improved patient outcomes.
Patients also increasingly seek empowering and personalized messages that help them make informed decisions about their health. So, in this new era, personalized, tailored, patient-centered communication has become essential. This could mean explaining to a patient their role in managing a chronic condition or how to choose the right treatment plan.
3. Use stories to highlight value
Stories are powerful tools for conveying the value of value-based care. Showcasing successes—whether through patient journeys, case studies or provider testimonials—brings the benefits of value-based care to life. These real-life examples resonate with audiences, making value-based care more tangible and relatable.
Value-based care has revolutionized the healthcare landscape, challenging providers to focus on quality over quantity and transforming healthcare delivery. For healthcare marketers, the shift to this type of model presents an incredible opportunity to educate, empower and connect with diverse audiences in new ways. The success of this model depends on collaboration across the entire healthcare ecosystem and marketers are essential in driving this transformation.
Do you need help communicating the importance of value-based care to your healthcare audience? Our team has experience creating messages that resonate across the healthcare ecosystem. Contact Activate Health today to learn more.