ARTICLE BY JAVIER LOPEZ, GENERAL MANAGER, VERTICAL SOLUTIONS, OKI EUROPE LTD
This is where medical imaging manufacturers can provide a simple yet effective solution in the form of personalised booklets, providing a referenceable take-home source of information for patients, including detailed, high quality images. To maximise their marketing value, the booklets should include relevant information alongside the images, explaining the findings of the scan or X-Ray, or detailing proposed surgery in booklets that present visual renderings of potential cosmetic procedures.
Through variable data printing, the booklets can be further personalised with the patient’s name, surname and date of birth clearly displayed on the front cover. This level of personalisation will bolster patient confidentiality by ensuring medical staff pass the right documents to the correct patients.
A patient requiring cosmetic surgery could be presented with an A3 colour booklet during the consultation stage, prior to making a decision on whether to go ahead with the surgery. Having the personalised booklet detailing the proposal of treatment, the course of surgery and follow-up treatment, including before and after images, will enable the patient to make an informed decision in their own time.
For patients requiring successive treatments, for example, for dental care, the personalised booklet will help to keep them up to date with the course of treatment, and new booklets printed periodically during the course of treatment will increase patient satisfaction by highlighting the patient’s progress on the road to recovery.
Personalised booklets will also be of great value to expecting parents, presenting high quality ultrasound scans that will provide a lasting keepsake which can be shared with friends and family members.
For medical organisations, there is a clear opportunity to increase marketing value through improved satisfaction in a highly personalised experience. In turn, this creates a clear opportunity for medical imaging manufacturers that can provide high quality personalised booklets in a flexible range of formats and sizes that include sharp, colourful images that will inform and placate medical patients in an age of high expectations.