In planning a Digital Marketing campaign leveraging Kyruus’ ProviderMatch for Consumers (PMC), we recommend the first step you take is to clearly define your objectives. What outcome are you looking to drive?  When you define your objectives, please keep your intended patient audience in mind, and consider their demographics and behaviors based on your geographic footprint. You can find these insights in the PM-Analytics Consumer dashboard (Sessions tab). 

Many of our customers have created personas for their patients to further humanize them in strategic Patient Access conversations, and these personas play a significant role in the design, build and operational phases of campaigns.

In selecting PMC, one common objective customers have is to maximize online patient engagement into a booked appointment for care, either with a specific provider or service line (ie:  Mammography or COVID Testing).  

This objective is dependent on some key drivers, including your healthcare organization’s visibility across various channels of the internet and the level of patient engagement once they reach your website or PMC. Optimizing these levers drives the overall patient journey. This patient journey should be as “slippery” as possible; i.e, make it easy for the patient to find care with the right provider with minimal effort, no “dead ends,” and a minimal number of clicks to get to the conversion point (i.e. Booked Appointment). 

Be aware that now over 50% of your patients are using a mobile device to find care. So, it’s important to think “mobile first” when you create your patient journey.