Creating and implementing the different levels of personalization relies heavily on knowing some key information about your target audience. Know the answers to the following questions about your consumer base and other users that engage with your content:
What you need to know before developing a personalization strategy
Who engages with your content? You want to identify user attributes so you can align them to established personas (if applicable). Then, determine the content and features to present that will support their interests.
What do your consumers (or prospective consumers) seek? Once you understand the primary content individual patients or members seek, then you can provide supplemental content to support the overall experience.
Where are they coming from? Using IP lookup and geolocation, you can quickly identify language preferences/defaults to immediately deliver a targeted experience based on the visitor’s location. Are referral sources coming from an established campaign or organic search?
When does the interaction occur? Determine how an interaction fits within the overall user journey, in order to anticipate the user’s needs and provide them with the next level of information. How are they using new interactions like telehealth and what can you do to personalize those experiences as part of their overall journey?
Why do they engage with your content? By mapping the Who, What, Where, and When to user stories, you now have context to understand why consumers/visitors are engaging with your organization and how to make the experience better for them.
How do you drive them to the right experience? Once you have data about individual users, you want to evolve the experience based on their engagement with your content. For example, if they search for a certain topic and then watch a video or download content based on that search, you can now start building a profile throughout the session and apply more sophisticated personalization techniques along their journey
Learn more about personalization in healthcare
Healthcare consumers have high expectations for a personalized (or at least a relevant) experience, but many healthcare organizations struggle with delivering it. This is especially difficult with the need to avoid invasiveness and inherent data bias towards the social determinants of health that could perpetuate inequities. A powerful digital foundation gives you the ability to personalize experiences and more.
While your organization may not yet deliver deeply personalized experiences, the potential is there. Partnering with a digital consultancy that specializes in healthcare solutions will help you reach that potential. Our experienced and award-winning team will not only help you implement the solution but also create a strategy to align the people and processes to embrace it.
Gain step-by-step guidance on how to overcome challenges, expand use cases, comply with regulations, combat bias in AI and ML models, successfully implement/execute/grow strategies, and use CDP/CRM/DXP to deliver personalized experiences through our interactive guide.
GET THE GUIDE: Personalize Your Healthcare Marketing: Crawl, Walk, Run, Fly
