4 Ways To Use Personalization For Healthcare Marketing
Apply marketing personalization to augment patient experience and improve patient retention.
The healthcare industry is becoming increasingly competitive while patients expect interactions with a provider to resemble other consumer experiences.
In order to stand out from your competition, as well as to attract and retain more patients, your medical practice needs to deliver an excellent patient experience that makes receiving care from you convenient and seamless.
With the aid of advanced marketing technologies, many businesses are now delivering personalized user experiences that have helped them increase customer acquisition and retention.
These strategies can be applied to the healthcare industry as well and here’s how you can augment your patient experience:
1. Personalized website content
Sharing helpful and relevant content with your audience and patients can help build trust and relationships. In addition, users are more likely to return to and engage with your website if they can find what they need easily.
You can program your website to show customized information and make content recommendations to the visitors based on a variety of criteria. For example, the search terms they use, the links they click on, the pages they have visited, or in the case of registered users, their medical histories and preferences.
2. Customized patient portal
More and more consumers prefer to manage their relationships with service providers online via a self-service portal. A customizable patient portal can help you deliver a seamless experience that’ll improve patient retention, reduce errors, and lower administrative cost.
Deliver a fast and convenient experience by incorporating each user’s medical history, preferences, and other personal data into the patient portal experience. Posting reminders and offering the ability to schedule an appointment, pay invoices using saved payment information, and order prescription refills are a few examples of this.
3. Targeted email marketing
Marketing automation and email personalization have been proven to generate an ROI of as high as 400% when combined with proper segmentation and content targeting strategies.
By sharing targeted content that’s most relevant to each recipient, you can stay top of mind and nurture relationships with your audience. Such content can include information on specific medical conditions, event announcements, and seasonal resources.
You can also improve patient retention or re-engage lapsed patients by sending out reminders for regular checkups or vaccination visits and make it easy for users to set up an appointment through your online portal.
4. Omnichannel patient support
Consumers want to interact with businesses through their preferred touchpoints and be able to “pick up where they left off” if they switch channels in a middle of an interaction.
They also expect such interactions to take their histories and preferences into account so they can receive personalized content, recommendations, and solutions.
By using a customer data management platform, you can set up a single customer view to facilitate patient communications and ensure that your team is accessing the latest information in real-time to provide the best support possible to improve patient satisfaction.