Transpromo Assisting the Healthcare Industry
admin | Jul 09, 2008 | Comments 3
According to the Federal Interagency Forum on Aging, health related services are the biggest concern among the 65 years and older. The report stated that access to afford able and understandable information on healthcare services decreases with age.
Actually, the cost of Health Care has risen 9% over the last year, making health care a great financial worry for those with limited means. Though Medical, Dental and Prescription plans are abound, few promote any potential savings or targeted educational information in one document. (I sometimes wonder why my insurance company has to send me about 3 mailings a week on various plans and options.)
While making health care more affordable is a big step, elderly patients are also having trouble understanding their options. For the 13 million in Nursing Homes or Residential Programs the ability to access information can be limited. Additionally, it is often impossible for health care professionals to thoroughly explain every available treatment option. It’s a fact that Doctors and Physician’s Assistants see large amounts of people in shorter periods of time, limiting their abilities and effectiveness to discuss all potential treatment options.
Insurance Companies, Pharmacies, Medical Offices, Hospitals, and Emergency Care Providers all are required to do more – with less.
How can Transpromo help?
The heart of TransPromo technology and services combine personalized marketing or education messages with must-read statements. For the purposes of this article, I am going to assume the must read communications are insurance coverage and benefits, medical conditions and treatments, and prescription drug documentation. The selection of messages placed on these statements could be based on past medical conditions, unused insurance benefits, and prescriptions. Remember, the ill elderly patient has an average of 20 different doctors. Now that’s a lot for the patient or care taker to coordinate.
Potential Elderly Benefits:
Fewer but more effective communications and statement that provide targeted messaging on topics and issues that are important to the elderly reader. (Not a static promotion) Additionally, these communications will improve the understanding of treatment options, drug interactions, unused insurance benefits, based on the patient’s past medical conditions, treatments and prescription interactions. Improved information should assist in making decisions that will essentially improve their life. Remember, each statement is unique and targeted for that specific patient!
Benefits to the Provider:
The statements provider will benefit by fewer mailings, resulting in reduced postage costs, and lesson their carbon footprint. In addition, the content will be more effective, allowing for improved participation in specific proactive services. Clearer, easy to read composition will reduce the doctor, call center, and pharmacy calls. The end result should be an improved customer experience, enhancing your brand, awareness, and customer satisfaction.
In closing, I think providing the elderly with information (in a larger font of course) about the benefits, services, and other relevant information should be a priority by the health and insurance industry. Remember, using Transpromo is not always about the “promotion”. Using clear composition techniques, intelligent information gathering, and presenting the in the right format, at the right time will improve elderly and healthcare communications
Maybe I should change the name of my blog from Transpromo-live to a Transpromo – Life!
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Speaking to the elderly is a huge opportunity for TransPromo, I agree.
One of the biggest mistakes I continue to see, and perhaps you see it as well, is the lack of attention to the ergonomics of the design. Take my mother, who has crossed well in to her 80s. Her eye sight isn’t great and her comprehension and attention span are limited. If you want to communicate to my mother, all of the things you noted are key.
However, if you follow all of your guidelines, but fail to design for her comprehension and eyesight, you still miss you chance for effective communication.
Back when I was spending a lot of time doing user interface design the story was that readability was key. Type font and size selection, color, and positioning all informed the way we presented our message. It didn’t matter if it was in a program GUI, a web page, or on paper. It is imperative to apply this same thought process to communication, especially with the elderly.
If you want my mother to read what you send her, the type face should be solid, with bold strokes, serif or sans serif, and a good size, like an 11 point face. Remember that bigger is not always better since over 12 point many typefaces revert to display spacing which is harder to read. If you want her to understand what you are sending her, make sure that the information is not congested. make sure it is clearly segmented and her calls to action are clearly separated from the pure information or education content. Don’t confuse her!
And don’t change the name of the blog!
Pat,
I agree 100% with view and insight. Thank you much for dropping by to my blog.
For my readers, Pat McGrew is one the most recongized authorities in the business today.
For more insight from Pat please visit -
http://www.printambassador.com/print-in-action/
Your blog is interesting!
Keep up the good work!