In this series, we’re talking about why your healthcare organization (HCO) can and should support caregivers who are caring for the patients and members your organization serves. Supporting caregivers makes good business sense for your HCO. Remember, supported caregivers:
- Lead to more satisfied patients/members
- Demonstrate your HCO’s value proposition, which leads to more conversions
- Help your patients/members adhere to their care plans, which leads to healthier patients/members overall
Let’s review what the series has and will cover:
- Part 1 discussed the guided journey you can offer for caregivers
- This article, Part 2 explores how you can connect caregivers to support systems and services
- Part 3 considers the logistics of caregiving
- Part 4 identifies caregiver types and the various permissions needed for each
- Part 5 discusses the importance of open and quick communication among HCOs, patients/members and caregivers
Understand the stress family caregivers are under
Caregiving is often seen as an expected duty of family members and loved ones. In fact, it’s often one we hear from people about a reason to have children (“Who else is going to take care of you when you get older?”).
As we discussed in Part 1, the caregiving role is often one that’s thrust upon the caregiver unexpectedly. It often happens after a sudden illness or accident — already sources of stress and fear — and often with little or no time to prepare. That’s what happened to me when I suddenly had to step into a caregiver role for my father.
In the short term, we focus on the short-term solutions: taking over appointment scheduling, setting up dialogues with providers and account managers, connecting to resources and support systems, etc. Do all the things!
But, eventually, the stress, sadness and anger will catch up to the caregiver. This is their new normal. The burdens they feel (or may have put off feeling) are real. And they need to do something about it.
It’s natural for a new caregiver to feel angry, sad, and confused about their new situation. They’re learning how to define and navigate this new relationship, which can feel quite different from the one they’re used to. And they may feel guilty about having these feelings. That’s a lot for anyone to have to deal with.
The dual duty of your HCO
It’s common for HCOs supporting caregivers to perform two tasks simultaneously. Not only do you have to offer and surface the support services they’ll need throughout their journeys, but you often must convince them to take advantage of these services in the first place.
Think of the conflict your patients’ caregivers are feeling. They may think it’s weak or ungrateful to feel angry, stressed, resentful, or negative about the caregiving role. In their minds, it’s their job to help take care of their beloved spouse, parent, or other loved one. They likely feel obligated to do so — after all, their loved one has presumably cared for them in the past and provided the love and support they’ve needed.
But this is not the same sort of situation. It’s simply not the same as the love and care a spouse or parent provides for their spouse or child throughout their life. This is never-ending worry and stress about a medical condition that’s not likely to go away. It’s traumatic for the caregiver.
The caregiver owes it to both themselves and their loved one to get the kind of help you’re providing. That’s why your HCO must convince caregivers to seek out that help.
How you can help caregivers care for themselves
First, the basics: Make sure your HCO offers support solutions for caregivers. Next, ensure your website, patient portal, app, and other digital outreach efforts surface and promote support options for caregivers. If there are options other than those you offer in-house, such as support systems available through the cities and towns in your service region, state/national organizations, and others, make sure to include those.
Connecting caregivers to behavioral health and counseling services through your HCO is also important. If you’re part of an insurer organization, help caregivers for your members find options within their network. If you’re a provider, help caregiver consumers understand what plans your HCO accepts, and be sure to surface your cost transparency information.
Support the caregivers who are supporting your patients and members
The role of a caregiver is a demanding and difficult one. But it’s a necessary one. And by providing the support these indispensable individuals need, you not only make the experience more reasonable for the caregiver, but you also can ease the minds of your patients and members, as well as build loyalty from both. Our caregiver enablement approach can show you how to provide the digital caregiver experience your consumers expect and deserve. Contact us to learn more or to schedule an introductory workshop.
And don’t miss Part 3 of this series. We’ll discuss the logistics of an integrated caregiver experience and how this can help ease caregivers’ minds. See you then!
