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UnitedHealthcare Survey Reveals the Importance of Digital Patient Engagement

by Jackie Davis

According to a recent survey by UnitedHealthcare, the Consumer Sentiment Survey, more and more consumers are embracing digital technology when it comes to healthcare. The survey found that 37 percent of respondents said they used the Internet or mobile apps to comparison shop for health insurance in the past year, an increase from the 14 percent in 2012. And among those who comparison shopped, 39 percent said they had changed their facility or care provider or both, as a result.

These numbers showcase the need for digital information, content, and services from healthcare providers and provisioners.

“Technology continues to reshape nearly every aspect of life, including how people research and access healthcare,” said Rebecca Madsen, Chief Consumer Officer of UnitedHealthcare. “This survey suggests Americans are increasingly embracing technology as an important resource to improve their health and more effectively navigate the health system, while highlighting the need for further investment in new resources to help enhance the care experience and provide more effective, evidence-based clinical interventions.”

With the shift to digital, it’s important that healthcare organizations are ready to engage with potential consumers across multiple channels. To do this, many organizations are turning to a marketing content hub, a centralized, integrated system that streamlines content creation, management, and distribution.

“Customers want relevant, up-to-date content that adapts to their behaviors and needs, and they expect this at every touchpoint,” said Paige O’Neill, Chief Marketing Officer of Sitecore, a leader in the space. “But if your content creation process is fragmented or your content creators are overwhelmed, then delivering this will be next to impossible.”

Streamlined collaboration caters to healthcare organizations’ needs by enabling them to serve up engaging content to patients at the opportune time and on the channel they best engage with. By leveraging a content hub, healthcare organizations are able to create and organize content in one place, power personalization, easily visualize and manage their content flow, and maximize the content they have, boosting ROI.

“It’s time to start looking at content as a two-way street and move beyond the ‘build it and they will come’ mindset,” O’Neill said. “Having a full end-to-end content lifecycle solution will empower you to get there.”

Interested in learning what a content hub can bring to your organization? Click here.

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