Advisor(s)
Matthew Kutch, PhD
Ohio Northern University
Business
m-kutch@onu.edu
Document Type
Poster
Location
ONU McIntosh Center; Activities Room
Start Date
22-4-2022 12:00 PM
End Date
22-4-2022 1:00 PM
Abstract
Telehealth and Virtual Primary Care (VPC) services are an emerging component of healthcare. As the industry evolves with experience and responds to the COVID-19 pandemic, the advanced use of information technology and telecommunication is essential for all players in the broader realm of healthcare. Telehealth platforms such as Teladoc, LiveHealth Online, and Doctor on Demand offer various medical, prescriptive, and therapeutic services to members. Past research has shown positive impacts of telehealth implementation such as reducing costs, enhancing patient satisfaction, and closing gaps caused by disparities; however, there will inherently be pitfalls as well. Unfortunately, quantitative telehealth research has received minimal attention in recent studies as it pertains to messaging and marketing efforts. Effective messaging can play a crucial role in appropriately informing, acknowledging, and reaching all groups of patient-consumers. The focus of this research project is to consider relationships between the telehealth platforms, insurance providers, and patients while examining the associated marketing, messaging, and analytics. Ultimately, demonstrating the interdependence of telehealth on other pieces of the patient journey will lead to an effective and complete analysis.
Keywords: telehealth, virtual primary care, marketing, messaging, analytics, telecommunication
Recommended Citation
Shaw, Lauren Elyse, "The Importance of Marketing and Messaging in Telehealth" (2022). ONU Student Research Colloquium. 16.
https://digitalcommons.onu.edu/student_research_colloquium/2022/posters/16
Restricted
Available to ONU community via local IP address and ONU login.
The Importance of Marketing and Messaging in Telehealth
ONU McIntosh Center; Activities Room
Telehealth and Virtual Primary Care (VPC) services are an emerging component of healthcare. As the industry evolves with experience and responds to the COVID-19 pandemic, the advanced use of information technology and telecommunication is essential for all players in the broader realm of healthcare. Telehealth platforms such as Teladoc, LiveHealth Online, and Doctor on Demand offer various medical, prescriptive, and therapeutic services to members. Past research has shown positive impacts of telehealth implementation such as reducing costs, enhancing patient satisfaction, and closing gaps caused by disparities; however, there will inherently be pitfalls as well. Unfortunately, quantitative telehealth research has received minimal attention in recent studies as it pertains to messaging and marketing efforts. Effective messaging can play a crucial role in appropriately informing, acknowledging, and reaching all groups of patient-consumers. The focus of this research project is to consider relationships between the telehealth platforms, insurance providers, and patients while examining the associated marketing, messaging, and analytics. Ultimately, demonstrating the interdependence of telehealth on other pieces of the patient journey will lead to an effective and complete analysis.
Keywords: telehealth, virtual primary care, marketing, messaging, analytics, telecommunication