Digital marketing has completely redefined how businesses reach their audience, and this is no less true for the healthcare industry. In their most recent #AdobeChat, Adobe discussed “Digital Marking in Healthcare” with special guest Daniel Klco of Perficient Digital.
Here are some highlights from the discussion.
How has digital transformed the healthcare landscape?
The general consensus was that digital has forced the healthcare industry to improve in order to meet consumer expectations.
as HC consumers become more and more digitally savvy they expect to be able to interact with their providers in the same they interact with their banks
— Tom Swanson (@TPS4Adobe) November 29, 2017
What are the biggest challenges healthcare organizations face today around digital marketing?
Participants were quick to mention HIPAA issues when asked this question since privacy is one of the largest concerns that healthcare organizations continually face. Guest speaker Daniel Klco also brought up several other challenges.
A2: Some of the biggest challenges are: 1) Lack of 360 patient view 2) slow speed to insights 3) internal resource challenges https://t.co/eoHMtQ4fEl #AdobeChat
— Daniel R. Klco (@KlcoDanR) November 29, 2017
Despite the growing need for digital marketing in the healthcare industry and the many benefits, this question highlighted the fact that there are numerous challenges that must be examined.
What is an ideal digitally-enabled healthcare experience?
Several words stuck out during this portion of the conversation including cohesive, personal, and consistency.
re: Q3 What is an ideal digitally-enabled healthcare experience? #AdobeChat > A3 It’s interesting how we keep talking about omnichannel and #CX, but a holistic, integrated, secure and connected ecosystem can make the difference between life and death here. Dollars and sense too!
— Ian Gertler ☕️ 📲 (@IanGertler) November 29, 2017
Whether they are accessing electronic health records or making an appointment online, users want to feel secure. But more than ever, they are holding healthcare providers to the same standards as other businesses, which means they expect easy site navigation and personalization.
What role does personalization play in improving the digital experience and engagement in healthcare?
The answer to this question was unanimous that personalization is essential in healthcare. Since each patient and their needs are unique, healthcare must prioritize customization to improve.
A7: #Personalization is essential as there are so many different circumstances and patient needs, mass marketing is not effective #AdobeChat
— Daniel R. Klco (@KlcoDanR) November 29, 2017
A7) It’s huge, sometimes just personalizing the simplest of digital experiences can change the whole outcome of an otherwise sideways #UX.
— Marc Meyer (@Marc_Meyer) November 29, 2017
Check out the full conversation on the Adobe Experience Cloud twitter page. You can follow and participate in the weekly #AdobeChat every Wednesday at (4 p.m. ET/ 1 p.m. PT). This week’s edition is on experience based programmatic advertising!
