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.

Image source

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.

Image source

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.

Image source

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.

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. Here’s a great tool to get you started.

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.

Deliver the most impactful message to drive traffic, convert sales, and build customer loyalty

 

The most effective marketing strategies deliver the right message to the right audience in the right place at the right time to drive traffic, build relationships, convert sales, and build customer loyalty.

Understanding your customer lifecycle stages can help target content and deliver a personalized shopping experience to your prospects and customers.

Image source

In this article, we’ll look at the different customer lifecycle stages and how you can optimize your shopping experience:

Define your customer lifecycle stages

The first step is to review your buyer’s journey and define the various lifecycle stages, which may vary slightly depending on your industry and business model. In general, all customers go through the following: the awareness stage, the consideration stage, the decision stage, and the retention stage.

Image source

Apply personalization to customer lifecycle stages

Using a marketing personalization strategy, you can deliver the most relevant content and offers to each customer based on their lifecycle stages:

Awareness stage

Prospects at this stage are searching for a solution to their challenges and may not yet know about your brand.

Based on their browsing behaviors, such as clicking through to your website while performing a search on a particular keyword or reading a few articles on a particular topic on your website, you can recommend more relevant content to build trust and establish brand awareness.

You can also entice visitors to sign up for a lead magnet so that you can capture their information and build a 360-degree customer profile, which will allow you to further understand their preferences, behaviors, and needs for future personalized interactions.

Consideration stage

At the consideration stage, prospects are evaluating the different solution categories for their problems.

You can personalize the website experience to focus on content designed for this stage, such as by providing the pros and cons of each solution category.

They’re also likely to be on your email list, so you can send them personalized emails with links to such content or create a custom audience for your social media ads to promote these links.

Decision/purchase stage

Your prospects have decided on a solution category and they’re deciding who to purchase from.

They have probably visited your website a few times, viewed the sales pages, and researched about your products or services.

Send personalized emails or recommend website content designed for this stage. For instance, you could make use of demo videos, case studies, and testimonials.

You can send cart abandonment emails and include a special offer to entice them to take action.

Leverage pre-sale support, such as live chat, messenger app, or searchable knowledge base, to answer questions, address objections, and deliver a personalized customer experience that will help increase conversion.

Retention/advocacy stage

After your customers have made the purchase, continue to offer a personalized experience to build loyalty, entice them to make recurring purchases, and tell others about your products or services.

You can send personalized emails to share customer-exclusive content, perhaps an email on the different ways of using the products they have purchased, or recommendations and special offers on related and relevant products.

You can also personalize post-sale support by associating customers’ profiles to the products they have purchased so that you can direct them to the most appropriate resources when they log onto their accounts or get in touch with your customer service department.

Customer database: the foundation of effective personalization

A robust customer database is the foundation of an effective personalized experience appropriate for each stage of the customer’s journey.

Our data management platform (DMP) allows you to centralize your omnichannel customer data and organize the information in real-time so you can deliver the most relevant content to your prospects and customers based on their latest interactions with your brand without missing a beat.

How to increase the quality of your customer data for effective personalized marketing

Marketing personalization has become an indispensable strategy for retailers who aim to increase sales and improve customer loyalty through the use of targeted content and offers.

Image source

While having the right technology is important, the foundation for implementing an effective personalization strategy is the quality of your customer data.

Without accurate information, you won’t be able to deliver targeted content in the right place at the right time to the right audience.

How to clean up your customer database for effective personalized marketing

It’s important that you regularly clean up your database and audit the sources from which you collect the information to ensure that the customer data is supporting your marketing personalization strategy:

Review web forms

If you’re generating leads by using web forms, ensure that you’re collecting relevant information that helps in targeting your audience effectively.

Consider whether you’re asking for the right kind of data at the right level of detail. Gathering too few details doesn’t allow you to effectively segment your audience while requesting too much information can cause form abandonment.

Audit data fields

Duplicate fields or repetitive information in your customer database can cause errors and confusion.

Ensure that the fields in your customer data management system are set up correctly so that data from web forms, lead generation mechanisms (from your website, social media, or messaging apps), and eCommerce platform is categorized and collated correctly to support your personalized marketing campaigns.

Refine segmentation

Audience segmentation isn’t “set it and forget it.”

Revisit the way you’re segmenting your audience periodically to ensure that it’s supporting your overall marketing strategy.

You can also enhance audience segmentation with the information you gather during the user-interaction sessions with your brand. This includes the products they’re interested in based on their browsing behavior and the questions they ask during a live chat session.

Set up single customer view

To effectively collect and utilize all the available customer data, you need to create a 360-degree customer profile so that the information can be stored in and accessed from a centralized location.

A single customer view allows you to gather relevant customer data and effectively leverage the information to deliver a customer-centric experience through personalization.

Review analytics

There are many different ways to deliver personalized content and offers. Are you leveraging the right customer data to form your strategy?

The best way to find out is to review your analytics and see if your personalization strategy has been effective in driving traffic and generating sales.

If the metrics aren’t meeting your expectations, you’ll have to adjust and test your personalization rules to ensure that you’re using your customer data in a way that helps deliver the most effective content and offers.

Build a solid foundation with a robust customer data management system

After you put in the work to clean up your customer data, ensure that it’s managed and utilized in a way that will help you implement personalization marketing effectively.

A robust customer data management system has become indispensable for marketers who want to use personalization to increase the effectiveness of their omnichannel marketing initiatives.

Request a demo to see how our customer data management system can help you derive customer intelligence and actionable insights so you can make data-driven business decisions and achieve your marketing goals.

 

There are plenty of buzz-words going around in tech right now, but the term that has the most practical implications for retailers in Spring 2018 is something much simpler than “voice search” or “virtual reality.” It is the ability to respond to data in real-time that’s more important to the marketing success of a company than any other sweeping technology trend being sold to retailers right now. For companies to have a high success rate with their marketing methods, they need the capability to quickly respond to industry trends and shifts in consumer sentiment. This allows businesses to send consumers marketing communications which can be quickly refined based on which social media platforms, preferred advertising channels and promotional messages appeal to that particular customer at a given moment.

Knowing When to Send a Message

The biggest factor in a company’s success with their personalization initiatives, then, is time. Consider this: AdAge reports that 80 percent of consumers are more likely to do business with a company if it offers a personalized experience. It’s true that this refers to analytics compiled from long-term customer relationships that help brands know what marketing message to send to customers; but also – and perhaps more importantly – this refers to the analytics which help companies determine the best day and time to send marketing messages to a specific customer in order to incentivize them to make a purchase.

To better understand why you need to be able to send the right customer the right message at the right time, think about it like this: How much more likely are you to read, consider, or act on advertising messages from your favorite brands on payday, when all of your expendable income is just sitting there in the bank? Well… most customers are no different, which why this is just one example of how timing truly is everything when it comes to sending marketing messages with measurable ROI.

Following Up in the Right Way

Want to know how not to personalize your marketing efforts? Don’t send customers advertisements or promotions for an item they just bought. This happens in retail way more often than it should, and it stems from a company’s failure to fully integrate their back-of-house technologies to provide real-time data sharing across systems. When technologies aren’t fully integrated it results in an inability for a retailer’s POS system to communicate relevant information, such as the price point and SKU of purchased products, to their CRM system.

When there is this type of a disparity in information sharing between systems, there is nothing preventing a company’s software from making common marketing mistakes that can make customers feel undervalued, such as sending an email saying, “We haven’t seen you in a while,” when that customer just made an online purchase that day, or bombarding a customer’s iPhone with product images of an item they just bought.

An Opportunity for Fast-Action

A recent study by Accenture and Forrester found that customers are underwhelmed by the digital experiences being delivered by most brands. In fact, only 7 percent of existing brands are actually exceeding customer expectations. This means that the bar is still very low for omnichannel experiences, and that companies can set themselves apart by giving customers a targeted, synchronized experience along their path-to-purchase.

As the global conversation about technology continues, an increasing number of company leaders are getting distracted by advancements in arenas such as virtual reality and in-store robots. As a result, there is more opportunity than ever for business-owners to differentiate themselves by refining their customer experience and exceeding customer expectations with real-time personalization and targeted omnichannel marketing initiatives. NectarOM makes it easy for businesses to fully integrate their back-of-house processes, so they can accurately and skillfully respond to customer behavior in real time.

Increase customer satisfaction and conversion with conversational marketing

Live chat and messaging apps have become an integral part of any omni-channel customer service strategy.

Customers value the ability to get answers when and where they want and companies are improving customer satisfaction and conversion rate thanks to the capability of providing real-time responses.

One study found that 38% of customers said they have made a purchase due to a good live chat session. Live chat assistance has also been noted for helping to decrease cart abandonment by up to 30%, which in turn lead to an increase in sales.

Image source

The key to getting the most out of live chat or messaging apps is to deliver a personalized experience tailored to each customer with conversational selling.

One-to-one conversations: the most effective way to convert

Remember the good ol’ days, before lead generation forms and email marketing, when people made sales solely by talking to other people!

With the help of advanced marketing technologies, it’s now possible to have one-on-one conversations with a large number of prospects and customers simultaneously and deliver a highly personalized experience in a way that’s most convenient.

This is often called “conversational marketing” – a process of having real-time, one-on-one conversations to capture, qualify, and connect with your best leads anytime and anywhere.

How to optimize conversational marketing

At the heart of conversational selling is a customer-driven approach that focuses on one-on-one interactions.

With the aid of technology, marketers can scale up these personalized interactions such that one employee can manage multiple, concurrent one-to-one conversations.

Here are some characteristics of conversational marketing to leverage:

Real-time interactions and fast responses

Conversational marketing is effective because customers can get the assistance they need right away.

With the combination of chatbot and live agents, you can effectively provide customers with the most relevant information as quickly as possible.

Chatbots can be programmed to respond to specific questions while triaging more complex requests so that a live agent can step in to assist promptly.

Customer-centric engagements

You don’t convert customers only by collecting leads. You make sales when you engage prospects in a dialog to understand what they need and offer a solution.

Conversational selling is effective because it focuses on having a two-way conversation so that you can deliver the most relevant information or solution based on the context of the interactions.

Personalized conversations

These one-to-one conversations are contextual and informed by a customer’s past interactions with your brand.

Even if you’re talking to a lead for the first time, you can add a personal touch by getting insights from their browsing history, the page on which they’re initiating the contact, or their locations based on IP addresses.

Customer insights

You can glean customer insights and collect additional information to enrich existing customer profiles through conversational marketing.

For example, when you ask a customer if he wants to be notified when there’s news about a certain product category, you get information on the kind of items they’re interested in to inform your segmentation and marketing efforts.

The information gathered through these conversations can help you get a more in-depth understanding of your customers so that you can fine-tune your sales and marketing strategies.

The key to seamless customer experience

Conversational marketing helps deliver seamless customer experience and facilitates prospects’ progression down the purchasing path.

A 360-degree customer profile is the key to success for this marketing strategy.

This single customer view allows your team to deliver an outstanding purchasing experience based on all the interactions a customer has had with your brand so you can maximize the use of technologies such as chat and messaging apps to optimize your ROI.

Making purchasing decisions for a store or retail business is a complicated proposition. The decision-making becomes especially complex when you are trying to determine which products deserve permanent shelf space on your store floor; and which need to be discounted or sent back to the warehouse to make room for new inventory. It can also be difficult to know the answer to sourcing questions such as when to respond to trends, how much to purchase of a specific item and what price-points to sell at for maximum profitability. As a result, an increasing number of retailers are relying on predictive analytics to make more informed purchasing decisions. In fact, according to Martech Advisor, 57 percent of B2B marketers said predictive analytics was their “primary tool” for 2017.

Consider the following to learn more about how predictive analytics are helping companies to maximize sales and to make the most of their inventory budgets.

Determine Top-Performing Categories

Before a retailer can begin using predictive analytics to make better purchasing decisions, they have to determine the top-performing categories in their existing inventory. These can be found by collecting data on factors such including: sales numbers their POS system, consumer engagement with product images in specific categories and high-traffic areas on the company’s website. From here, a retailer can determine which categories are the most profitable, as well as what categories could be expanded to increase future sales.

Forecast Future Seasonal Inventory

Once a retailer knows where to expand their existing inventory, it is time to measure seasonal sales from past years against current industry trends to forecast seasonal sales. This helps determine how large of an order to place for a specific item, as well as where to take a well-calculated risk with a new trend or category. Targeted purchasing recommendations can be derived from this information, so retailers can order only what they need, when they need it – thus boosting seasonal sales and reducing the risk of end-of-the-season discounting.

Adjust Strategy Where Necessary  

The capabilities of predictive analytics don’t stop once a retailer rolls out their new inventory. Analytics-based software monitors and reports on sales performance, so retailers can keep track of which seasonal inventory categories are the most successful and make modifications to their orders whenever necessary. This means that only the best-selling merchandise gets a place on the show floor. Since NectarOM uses the “Test and Learn” method, we are able to quickly respond to sales activity, so that clients can adapt their purchasing strategy in order to augment ROI.

Keeping Abreast of Trends

It is essential for retailers to utilize predictive analytics when making seasonal purchasing decisions to remain competitive. In fact, Martech Advisor reports that 82 percent of B2B companies used predictive analytics in last year – and of the companies who did not, 67 percent intend to implement predictive analytics in 2018. It is not only important for retailers to have access to the consumer data, but also to have data-based forecasting software which enables them to quickly respond to industry trends and customer behavior. At NectarOM, we provide clients with software with real-time reporting capabilities that clearly outline actionable recommendations – so they can amplify seasonal sales and adjust to changing consumer preferences.

Increase engagement and conversion with these 5 essential omnichannel retail components

As a “click-and-mortar” retail business, you’re uniquely positioned to take advantage of the omnichannel retail trend, deliver a seamless online/offline experience, and meet the expectations of today’s consumers who prefer to use both traditional and digital channels simultaneously while shopping.

Whether customers are interacting with your brand via an eCommerce website, mobile app, print catalog, call center, or physical store, they want to have the ability of pausing and resuming their shopping experience at any point and across all channels without interruption.

An omnichannel shopping experience is customer-centric. It focuses on shoppers’ holistic interaction with a brand instead of disparate channels within the brand.

Here’s how you can deliver a highly engaging and personalized experience across all channels to create a seamless customer experience:

1. Set up a 360-degree customer profile

A single customer view is the foundation of an effective omnichannel retail strategy.

It allows you to leverage the information you have gathered about a customer from all his interactions with your brand across different channels so that you can deliver the most compelling and relevant experience, such as targeted content or special offers, to drive conversion and increase loyalty.

Image source

2. Store all customer data on a centralized platform

A unified backend system is the key to harnessing the power of the single-customer view.

A robust centralized system allows you to manage and extract insights from your customer data while making sure all employees have access to all pertinent information, such as a customer habits, location, preferences, and purchasing history, so that they can deliver a seamless shopping experience no matter when and where they’re interacting with the customers.

3. Offer different fulfillment options

Shoppers want to order and receive merchandise through the channels of their choice; sometimes they want the products delivered to their doorstep while at other times they need an item right away and prefer to pick it up at the store.

As a brick-and-mortar merchant, you have the unique advantage of meeting the various fulfillment needs of your customers through various options, such as buy online and pick up in-store, ship from store, buy in-store and ship to the doorstep.

4. Integrate mobile technology with in-store experience

Consumers are inseparable from their mobile devices, which provides a great opportunity for delivering a seamless online/offline experience via a mobile app to augment their in-store experience.

For instance, with the geofencing technology, you can drive traffic to your store by using push notifications to deliver special offers to customers who are in the area.

In addition, store associates can use mobile technologies to access customer’s purchase history, preferences, and profile information to deliver a personal and engaging experience.

5. Deliver a unified omnichannel brand experience

An outstanding customer experience is consistent, cohesive, and reliable. This implies that every single touch point needs to meet the highest standard and deliver an on-brand experience.

From brand identity and visual designs to user experience and customer service, you need to ensure that shoppers are interacting with your brand consistently across all channels.

Omnichannel experience: the future of retail

A customer-centric experience is the key to brand engagement and conversion.

The expectation of a seamless omnichannel shopping experience is the new normal and brands are realizing the need to stay ahead by making sure that they meet their customers where they are.

Thankfully, with the help of advanced customer data management technologies, building a solid foundation for your omnichannel retail strategy is easier now than ever.

Request a demo to see how you can harness the power of omnichannel personalization in the retail industry.

Sources

http://www.mytotalretail.com/resource/top-10-best-practices-for-omnichannel-retail-success/file/

https://nectarom.com/2017/08/17/single-customer-view-increases-effectiveness-omnichannel-marketing/

https://www.r2integrated.com/r2insights/be-customer-centric-not-brand-centric

http://www.ibmbigdatahub.com/blog/using-retail-mobile-apps-enhance-store-shopping-experience

 

It’s a new year of retail technology and advancements in artificial intelligence are shaping customer expectations for personalization. In fact, 10 percent of purchasing decisions will be guided by intelligence agents this year, according to Forrester – making 2018 the first year that AI will have a measurable impact on consumer purchasing decisions. This is only the beginning of significant advancements in the field of personalization, as the fiscal impact of targeted suggestions from intelligent algorithms is only projected to grow.

Leaders Share Personalization Strategies

Personalization was the hot topic at the NRF Big Show this year and well-known retail leaders from such companies as Macy’s, The Children’s Place and the Neiman Marcus Group addressed how their companies plan to use personalization to differentiate themselves from the competition. As Karen Katz, President and CEO of the Neiman Marcus Group, told Forbes, “Great customer experience in 2018 will come from blending technology with a more personalized touch… people that can combine technology-powered personalization with a human will be the winners.”

Speaking the Language of Conversational Interface

Artificial intelligence-powered conversational platforms are becoming the preferred method for customers to interface with retail companies. Gartner predicts that by 2021, over 50 percent of companies will spend more per year on chatbots than they do on mobile app development. AI-powered chatbots and voice activated search platforms such as Amazon and Alexa enable retailers to offer targeted product suggestions and to resolve basic customer service issues. When AI-powered chatbots are used to facilitate a customer’s product search, they can take the customer through every phase of their purchasing process – from their first visit to a brand’s website to choosing the correct payment method for their final purchase. Customer service bots can be used to quickly to customer queries and direct shoppers to the appropriate branch of the company to handle their request.

Learning to Utilize Intelligent Algorithms  

Although most retailers know it’s necessary to implement niche technological developments such as chatbots and personalization platforms in order to compete, Forrester reports that 67 percent of retailers are still not prepared to leverage intelligent agents within their companies. This means that only 33 percent of retailers surveyed by Forrester understand the power of AI to disrupt the retail industry. However, disruption is inevitable. In 2018, it is advisable for retailers with stores of various sizes – across many different verticals – to implement intelligent personalization strategies across every branch of their retail store operations. Even the most advanced AI platforms depend on whittling customer data down to individual profiles to build loyalty strategies with authentic, applicable personalization. Yet the most effective personalization strategies take things yet a step further to suggest relevant marketing methods and formulate plans-of-action based on each customer’s unique search history, as well as their phase in the consumer lifecycle.

Integrating Marketing Touchpoints

The biggest mistake retailers make when implementing a burgeoning personalization strategy for their customer base is failing to update customer information each time a relevant transaction or communication takes place. When organizations fail to connect the dots across platforms, they cannot syndicate recommendations or register customer interactions, which often results in sending out duplicate communications or failing to follow-up with consumers. At NectarOM, we work to bridge the gap between various branches of our clients’ companies to create a unified, cohesive brand presence and customer outreach strategy across platforms. Don’t be one of the 67 percent of retailers that Forrester predicts will fall behind in the New Year – instead, partner with a solution provider with access to an intelligent, AI-fueled  personalization algorithm that produces measurable results.