A Targeted Approach to Virtual Care Pays off for Rush University System for Health
The COVID-19 outbreak has been challenging for healthcare organizations, but one positive for marketers is that the pandemic has presented new opportunities to engage consumers digitally.
When patients can’t see their providers in the office, they use virtual care or telemedicine services. Rush University System for Health, a network of physicians and hospitals in the Chicago area, has a robust virtual care program, including new on-demand video visits that allow patients to get care when they need it, within minutes.
Tatyana Popkova, system senior vice president and chief strategy officer, and Tara Nooteboom, manager of digital patient engagement, recently talked about the cost benefit ratios of on-demand virtual care.
Rush’s three guiding principles and strategic focus for its digital platform are to:
- Attract new consumers to Rush by reducing barriers to access
- Improve the consumer experience to drive patient loyalty
- Position Rush as an evolving health system, ready for the future
Rush didn’t want its online platform to simply replicate a traditional healthcare workflow in the digital space.
“We want to develop a consistent and predictable consumer experience to match our already outstanding patient experience,” says Popkova. “We want to lower the barriers to engagement with the Rush brand in order to develop relationships as opposed to just a simple transaction, and to cultivate long-term loyalty.”
Nooteboom oversees marketing tactics and strategic program development for digital engagement initiatives, including virtual care and the My Rush app. She says the healthcare system made the digital patient experience transparent, seamless, and in sync with its traditional service delivery. Rush recognized that consumers expect great digital experiences, similar to those from online retailers, and wanted to create one that was best-in-class.
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