Effective Marketing is Critical
If you’re part of an Accountable Care Organization (ACO), effective marketing is critical to building trust, encouraging patient participation, and meeting quality and cost goals. However, many ACOs struggle to communicate their value to patients, especially Medicare beneficiaries who are often skeptical of change.
This guide outlines five proven ACO marketing best practices to boost patient engagement, reduce opt-out rates, and align your message with CMS marketing regulations.
1. Focus on Patient Benefits First
When marketing your ACO, start with what matters most to patients: better health and peace of mind. Your messaging should emphasize:
- Preventive care and early detection
- Better outcomes through coordinated care
- Fewer unnecessary tests or procedures
- Lower out-of-pocket costs through efficiency
While operational improvements and payment models are important internally, patients want to know how your ACO will impact their health. Use clear, human-centered language—not policy jargon.
2. Define Your Target Audience and Speak Their Language
Your primary audience is likely Medicare beneficiaries aged 65+, a group that is diverse in experience but often hesitant about healthcare changes. To reach them effectively:
- Build patient personas to tailor content
- Use large, readable fonts and simple language
- Avoid technical terms or acronyms without explanations
- Translate materials into other languages if needed
- Remember: Clarity builds trust, and trust drives participation.
3. Set Clear Marketing Goals; Start With Opt-In
Your first objective? Prevent patient opt-outs.
Medicare beneficiaries can choose not to share their health data with your ACO. To encourage participation:
- Develop educational materials (letters, posters, brochures)
- Explain how their care will improve, not change
- Offer FAQs and contact options for patient questions
- Host community events or webinars to build rapport
Once patients understand the benefits, they’re more likely to opt in and stay engaged.
4. Anticipate & Address Common Patient Concerns
When it comes to messaging, you should refrain from including too many details of your operation. The goal is to provide enough information about inherent advantages of the concept and principles underlying ACOs and reassure patients that their benefits will not change or lead to any other negative impact.
It is paramount that you address patient concerns when developing content. Determining target audience’s persona probably gave you clues that this audience is generally resistant to change and skeptical of anything that threatens to take away choices. You should develop a list of FAQs and provide clear answers to allay their fears. Questions such as:
- “Can I still see doctors who are not part of this ACO?”
- “Will my benefits change if I’m part of this ACO?”
- “Who will have access to my health care information?”
- “Is an ACO an HMO”?
5. Follow CMS Guidelines to Stay Compliant
There are strict guidelines to adhere to when developing marketing pieces for these audiences. Guidelines such as font size, messaging guidelines, HIPAA, coding of pieces, and review processes should all be taken into consideration.
ACO marketing dos:
- Use CMS-approved templates and language
- Submit materials to CMS for review when requiredWait 5 days after submission before public use
ACO marketing don’ts:
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Avoid misleading claims or implying CMS endorsement
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Don’t use materials in a discriminatory or exclusionary way
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Never publish inaccurate information about benefits or participation