3 Compelling Reasons To Use Personalization In Healthcare Marketing

How personalization technologies are helping medical practices improve patient acquisition and retention.

The healthcare industry has become increasingly decentralized and consumer-centric, thanks to shifting patient expectations and insurance policies.

As people are taking a more active role in managing their health and wellbeing, they want their healthcare providers to do more than just making a diagnosis and writing a prescription.

Today’s savvy patients are used to receiving highly personalized services from businesses and they expect the same from their healthcare providers.

Here’s why personalization is the future of healthcare marketing:

1. Deliver a holistic patient experience

Healthcare isn’t a one-off transaction with a single seller. Patient experiences often involve interactions with multiple providers and facilities over time, as well as support for personal and emotional issues.

A personalization strategy, driven by a customer data management platform, allows healthcare providers to access all the patient data at a single location. They can gain a comprehensive understanding of each patient’s history and deliver a holistic experience that includes customized recommendations most relevant to each patient.

Not to mention, personalized interactions will help you build long-term and trusting relationships with your patients and improve the quality of care.

2. Improve patient acquisition and retention

Personalization technologies can help you acquire and retain more patients by delivering the right message in the right place at the right time to the right audience.

For example, you can send highly-targeted content to patients with specific conditions and reminders for checkups or vaccinations. This will help you stay top of mind, build trust, increase patient engagement, and get more patients to return to your practice for continuous care.


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When supported by a robust customer data management solution that provides a single customer view, your team can access each patient’s history and preferences in real time to improve efficiency and quality of care while reducing errors and frustrations.

For instance, by seeing all of a patient’s conditions and treatments in one place, you can help them better navigate their health insurance coverage. As you add value by personalizing patient interactions, you’ll also improve patient retention.

3. Increase patient satisfaction and word-of-mouth referrals

Personalization technologies help a medical team care for the patients more compassionately by developing personal relationships with them.

Such technologies also streamline the patient experience, making it more convenient and less time-consuming to visit a medical practice.

Patients will have more positive interactions with your practice, be more motivated to continue their care, and follow through with their treatments. This will lead to better outcomes and higher patient satisfaction.

Last but not least, most people still look for personal recommendations while choosing a healthcare provider. When you offer a highly personalized experience that improves treatment results and patient satisfaction, you’re more likely to get word-of-mouth referrals, which is often the best way to market your service.

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.

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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.

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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.

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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.