Until recently, focusing on consumers was not a priority in the health care industry. But with changes in U.S. legislation, and to continue to deliver on its vision to help people live well, Aurora Health Care wanted a way to incorporate the voice of the patient into new communications and patient experience initiatives. The goal was to use ongoing patient insight to exceed consumer expectations.

Aurora Health Share represents Aurora’s primary care population and informs traditional and digital marketing, branding, paid social media programs and mobile apps. For example, the community shapes the company’s email marketing program and segmentation strategy. Feedback also helps Aurora target high growth areas of the business and inform their approach to segments like sports medicine care. Perhaps most importantly, the insight community helps improve the patient experience. For instance, community members provided feedback on myAurora, the organization’s patient portal, which helps the team prioritize enhancements and make decisions that truly represent the voice of the patient.