Know your Patients:
Measurement In the Wake of COVID-19
By Juliet Zhang, PhD
Lead Manager, Analytics and Insights at Phreesia
COVID-19 has altered the way patients interact with the healthcare system, causing changes to traditional office visits and communication at the point of care (POC). We’ve had to rethink how POC media is best measured because prior to the pandemic, we relied on the assumption that patients spent substantial time in providers’ offices. In-person visits have since rebounded, but in many cases, social distancing requirements and new provider workflows have impacted patients’ experiences in the waiting room. For example, some providers ask patients to wait in their cars or another designed waiting areas until an exam room is ready. As a result, we must augment our approach to focus more closely on the patient level to ensure accurate measurement of POC tactics.
While many of the traditional metrics are still applicable, including NPS, overall script lift, audience size and audience quality, we’ll need to go beyond simply examining these metrics at the office-level, since there’s no longer a guarantee that patients are spending the same amount of time in the waiting room. Broadening our approach to look at traditional metrics at the patient level gives us a clearer picture of how media performs and its overall impact. A patient-centric approach allows us to gather deeper insights into the effectiveness of messaging on patient behavior, regardless of where and how patients access content.
POC companies have been at the forefront of developing solutions that support medical groups in their responses to COVID-19, patients in their needs for continued healthcare and relevant education, and marketers in their opportunities to ensure their content is present and viewed. Marketers can continue to adjust and augment POC measurement tactics and KPIs appropriately to ensure they reach the right patients at the right time.