Last week, my wife noticed that our Golden Retriever, Autumn, seemed a bit out of sorts. Her symptoms didn’t appear to be serious, so we did what any concerned pet parents would do: We Googled.

After 30 minutes of online research, we agreed there was no need to call the vet. Autumn was simply adjusting to the hot summer temps. Point being…

We have become a generation of “self-serve, want-it-convenient-fast-and-free” consumers. That holds true when it comes to healthcare – whether it’s for our pets – or for ourselves. Just ask the estimated 15 million people who use WebMD every month.

In many cases, these consumers don’t contact a healthcare provider unless their condition becomes critical. That’s why it’s critical for your clinic or CAH to stay connected with patients and prospective patients. You want to make sure you’re first on their list when they decide to seek care.

One way to engage consumers is by offering something of value that’s free. For example:

• One rural hospital offered a free manicure with a mammogram.
• Immediate ROI was a significant increase in the number of digital mammograms provide
• Long-term ROI may be even more valuable. The hospital was able to reconnect with many patients as well as build new relationships with other community members. That can translate into long-term loyalty and top-of-mind awareness for the hospital.