Keeping Patients Onboard: Steps for User Engagement and Retention in Healthcare

According to research, 90% of patients want technology-driven care and engagement, with 66% willing to use apps and wearable health trackers.¹ This indicates that technology is transforming how care is delivered and received.

Despite this, healthcare apps often struggle to keep users engaged long-term, with only 34% retaining users after 90 days and just 16% after a year.² This presents a significant challenge: how can healthcare businesses ensure patients stay engaged with their platforms and become long-term users?

This article explores strategies to boost user engagement and retention in healthcare.

Comprehensive Guideline for Improving User Engagement & Patient Retention

1. Know Your Audience

The first step is understanding the target audience. Consider the demographics of the patients and their comfort level with using technology. 

Here’s a general guide:

Age

• Younger patients (Millennials, Gen Z): They are likely to expect a user-friendly interface with advanced features. They may also be comfortable with digital communication and self-service options.
• Older patients (Baby Boomers, Gen X): They may require a more straightforward interface with larger fonts and clear instructions. Try to offer tutorials and support for those less comfortable with technology.

Medical History

Patients with chronic conditions often require continuous communication and support. Tailor features like medication reminders and educational resources to their specific needs.

Treatment Needs

Acute care needs may require different communication strategies than preventive care.

2. Create Engaging Educational Content

Provide informative content to empower patients to take charge of their health. This could include articles, videos, or quizzes on specific conditions and treatment options.

In 2021, a study on a Chinese mobile mental healthcare platform found that using rich media in the first service interaction substantially increased patient engagement, including higher service retention, frequency, and payment in the following month.³

Rich media can be used to explain complex medical information, demonstrate procedures, and provide health tips. This approach makes the content more accessible and engaging for patients.

Additionally, breaking down medical jargon into easy-to-understand language is crucial. 

Remember: Patients can only connect with the information if they understand it. Offering audio versions of the content can also cater to those who prefer listening, further enhancing accessibility and engagement.

3. Provide Patient-Centered Communication

Don’t limit interactions to appointment reminders. Allow patients to securely message their care team, refill prescriptions through the app, and access lab results quickly. 

Offer multiple communication channels that cater to different preferences:

• Phone calls
• Secure messaging
• Chatbots

Speaking of chatbots, a systematic review and meta-analysis from 2016 to 2022 found that these conversational agents can improve patient engagement and retention.⁴ These chatbots ensure patients feel heard and supported by providing immediate responses to inquiries, offering personalized health information, and facilitating appointment scheduling.⁴

Implementing these tools can streamline communication and provide patients with the timely and relevant information they need.

4. Build Trust and Credibility

Building trust with patients is essential for any healthcare practice. When patients trust the provider, they are more likely to follow treatment plans, return for future appointments, and recommend the practice to others.

Here are some strategies to build trust:

Showcase Qualifications

Display certifications, accreditations, and credentials of the healthcare team.

Share Patient Success Stories

Real-life stories of happy patients can reassure new patients and demonstrate the effectiveness of treatments. Make sure these testimonials are genuine and relatable.

Maintain A Professional Online Presence

A study found that platforms like Twitter, Facebook, and LinkedIn can be effective tools for engagement and recruitment but require substantial planning and focus on rewarding user investment.⁵ With this, it is crucial to ensure websites and social media profiles are user-friendly and regularly updated with relevant content. 

5. Implement Follow-Up Systems

Effective follow-up systems are crucial for maintaining patient engagement. This is not just about marketing but also about ensuring patients’ adherence to treatment plans.

Below are some effective follow-up strategies.

Push Notifications

Push notifications can enhance engagement if done correctly. Key considerations include:

• Timing: Avoid sending notifications at inconvenient times.
• Frequency: Limit notifications to avoid overwhelming patients.
• Content: Balance informative and promotional content, such as appointment reminders, health tips, and event invitations.
• Target Groups: Personalize messages to specific patient segments for relevance and effectiveness.

After-Sales Services

Effective after-sales services significantly enhance patient retention and satisfaction.

A 2020 study in Nigeria found that improving after-sales services can lead to higher customer satisfaction and loyalty, with a positive relationship demonstrated through regression analysis.⁶

Some follow-up services include:

• Follow-Up Appointments: Schedule regular check-ins to monitor patients’ progress and address any concerns.
• Post-Treatment Support: Provide access to resources like physical therapy, counselling, or nutritional advice.
• Automated Reminders: Send appointment and medication reminders via SMS, email, or patient portals.

6. Personalize Your Service

Personalization transforms a generic platform into a trusted companion on each patient’s unique path to wellness. Fitness apps such as MyFitnessPal and 23andMe are great examples of leveraging data to create tailored experiences for patients. MyFitnessPal adjusts diet and workout plans according to activity, while 23andMe offers insight into genetic health information, encouraging proactive health management.

Here’s how healthcare services can be personalized for better engagement:

• Content Recommendations: Use demographics and medical history to suggest relevant educational content. For example, provide acne management tips for younger patients and diabetes prevention info for older adults.
• Tailored Communication: Send targeted messages based on specific conditions, such as medication reminders or post-surgery care tips, rather than generic appointment reminders.
• Customization Options: Let patients personalize their app experience by choosing preferred communication channels, font sizes, and notification settings to enhance user-friendliness and comfort.

7. Gather and Act on Patient Feedback

The best way to understand patient perceptions is to ask for feedback directly. 

Here are some effective methods:

• Check reviews on Google and actively monitor and respond to them.
• Use surveys sent via email, text, or within a patient portal to gather detailed insights. When feedback highlights issues, address them promptly and communicate any changes made.
• Consider rewarding patients who provide feedback through recognition programs or social media shout-outs. This will encourage more engagement and show that inputs are valued.

How Wisevu Can Help

At Wisevu, we offer comprehensive digital marketing solutions that can significantly enhance user engagement and retention for healthcare practices. Our advanced SEO strategies help your healthcare website rank higher on search engines, attracting more patients.

We provide personalized marketing plans, including content creation, social media management, and patient review systems.

Additionally, our expertise in user experience design ensures that your website is user-friendly. This makes it easier for patients to access information and services, thus improving retention.

References

1. Prasad, Ajay. “Engagement Strategies to Improve Patient Retention.” Forbes, 14 Apr. 2022, www.forbes.com/sites/forbesagencycouncil/2022/03/24/engagement-strategies-to-improve-patient-retention.
2. Partners, Vessel. How to Improve Digital Health Patient Engagement: User Retention. 1 Mar. 2022, www.linkedin.com/pulse/how-improve-digital-health-patient-engagement-user-retention-/?trackingId=15OrKY9yaL5OPCtwGflmSg%3D%3D.
3. Sun, Weiwei, et al. “First Service Communication Media and Subsequent Patient Engagement: Evidence from a Mobile Mental Healthcare Platform.” Pacific Asia Conference on Information Systems (2021). 
4. Cevasco, Kevin E et al. “Patient Engagement with Conversational Agents in Health Applications 2016-2022: A Systematic Review and Meta-Analysis.” Journal of medical systems vol. 48,1 40. 10 Apr. 2024, doi:10.1007/s10916-024-02059-x
5. Gopal, Alan, et al. “0202 Student aspih (SASPIH): A social media strategy to drive recruitment and retention.” BMJ Simulation and Technology Enhanced Learning 1 (2015): A66 – A67.
6. Oladapo, Fasanmi Olumuyiwa. “Impact of After-Sales Service on Customers� Retention of Mobile Telecommunications in Nigeria.” Indonesian Journal Of Business And Economics (2020): n. pag.