How To Design a Personalization Marketing Strategy For the Healthcare Industry
4 keys to increasing patient acquisition and retention with personalized content and offers.
Personalization has become one of the most effective marketing strategies for any business to improve customer acquisition and retention by increasing audience engagement and building relationships
It’s no different in the healthcare industry. In fact, with an overwhelming amount of health-related information available, it is now more important than ever to deliver content and services that are helpful and relevant to your patients.
Here are some essential steps to designing a personalization marketing strategy for your healthcare practice:
1. Create personas and map out the buyer’s journey
The first step to successful personalized marketing is understanding your audience by creating a series of buyer personas.
These personas help you identify your patients’ priorities, the questions they have, the language they use, and their main concerns so you can design communications that speak to them. You can leverage this information for creating your content, designing your offers, and setting up your promotional strategies.
You also need to understand where your patients are in their decision-making process; for instance they could be researching a medical condition, looking for a provider, or ready to schedule a visit. You can deliver the most relevant content and offer at the right time.
2. Design targeted content and offers
When you have gained a clear understanding of your patients, identified where they get their information, and segmented your audience according to a variety of criteria, such as health conditions, you can then design targeted content and offers to deliver an individualized experience in the right place and at the right time.
Distribute the information and offers through multiple channels, such as personalized website content, emails, phone, printed materials, and social media, based on the patients’ preferences and past interactions with your content to maximize engagement and conversion.
3. Communicate the privacy policy
In a survey, 49% of consumers don’t mind businesses having a certain amount of their information so they can receive content and offers that are more relevant.
However, healthcare services involve more private and personal information than a typical retail business so there’s a fine line to tread when you use patient information to deliver personalized content.
To reinforce trust and patient relationships while distributing targeted content, you need to clearly communicate your privacy policy and how you utilize patient information before adding your patients’ information to your CRM system.
4. Analyze the data to understand user behaviors
There’s no one-size-fits-all personalization strategy and there’s only one way to find out what really works for your market and your practice, and that’s by analyzing the data to understand how your patients interact with your content and respond to your offers.
To effectively implement a marketing personalization strategy, collect patient information, and analyze the data to fine-tune your marketing communications, you need a robust customer data management system that provides you with a single customer view and offers content recommendations.
Request a demo to talk to our personalization expert and see how Nectarom can help you deliver a personalized patient experience.
