Informing and empowering customers to make the best purchase decisions is a worthy goal for marketing communicators. I agree with a recent essay from Captive Health that this is essential for health care communication as well. Educating patients about how to avoid disease and manage ongoing conditions is not only the right thing to do, it also saves money. In fact, the author argues that providing information should be considered part of medical therapy and therefore standard practice.
In most aspects of life, informed decisions result in better outcomes. We know that if a customer chooses to buy a particular product or service based on inaccurate or incomplete information, she will regret it later. So while marketing communicators want to share positive messages about their clients or companies, it’s important to recognize that audiences are savvy and want the full picture. We’re all consumers of health care services so we want to know what our medical options are and the pros and cons of each.
According to Captive Health, more education for both health care providers and patients is needed to help them engage in fruitful discussions about medical management options together. The more we talk to our health care professionals about the risks and benefits of various interventions, the more informed we’ll be to make healthy decisions. It’s not easy to prioritize honest dialogue throughout the health decision making process when appointment times are tight and budgets even tighter. But the improvements in health outcomes and financial savings that arise from empowered patients demonstrate why better health communication is a worthy goal.
I’ve written in a previous blog post that effective communication helps customers clearly understand what they’re buying into so they are happy to take action and even recommend the same to others. What might happen if you give your customers all the information they need to make the right decisions for themselves? Educating and empowering your audience to do what’s best for them may be the right thing to do and may earn you more loyal business in the long run.