When you deliver targeted content across all channels, you boost the loyalty and lifetime value of your consumers. After gathering essential data about your consumers and site visitors, it’s time to execute your personalization strategy.
Step 1: Integrate Data Sources to Create a 360-Degree View
Your healthcare audience may not understand how they receive personalized content, but they expect it. Among the massive volumes of consumer data, it’s important to find the right data – meaning that it’s timely, insightful, and actionable.
By integrating front- and back-end data sources, you can collect key insights about your consumers and build a 360-degree view that will help you guide their journeys by presenting the right content at the right time.
Organizations are also turning to customer data platforms (CDP), customer relationship management (CRM) platforms, and digital experience platforms (DXP) to combine and centralize customer data in real time. With unified customer records, you can more intelligently create segments based on audience use cases and use those up-to-date profiles to deliver personalized experiences.
- Customer Data Platforms (CDP): Collect customer information from a variety of internal and external sources, including your web sites, member portals, social media, advertising platforms, and more. Behavioral data such as what links a customer clicks on, what sites they visited, or which ads they viewed can be combined with other known information such as their age, location, or plan information to create a more complete profile or persona for more personalized targeting.
- Customer Relationship Management (CRM): Collects data from internal and external sources but is much more granular. For example, it can be set up to collect what forms a customer submits, what ads they respond to, and whether they call the call center or not. This information can also be combined with other known information to create a more complete profile, though it may not be as complete as a CDP.
- Digital Experience Platforms (DXP): The delivery vehicle for a personalized experience. It can target profile segments or individual customers identified through the CDP or CRM with highly personalized content. The DXP can use different scenarios to optimize the experience and provide feedback to the CDP or CRM to further enrich the profile data. There are several vendors in the market who offer DXP as a combination of several systems and can include a CDP or CRM.
Step 2: Create and Test Personalized Experiences
Using this holistic view of your consumer, it’s time to take a step forward and build personalized experiences. Keep in mind that testing and measuring performance are key to executing a successful personalization strategy. This not only includes general testing methods, such as A/B testing of subject lines or landing pages, but also testing different versions of landing pages for different audience segments, specific designs for each micro-segment, or offers based on consumer personas.
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Try these methods to learn more about your healthcare consumers, and then apply this knowledge to future marketing efforts:
- A /B and multivariate testing to uncover performance metrics across content strategies and explore how tweaks to the digital experience impact conversion rates
- Rules-based targeting, or the use of logic-based rules, to create location-specific offers or test other temporal factors
- Automated personalization, or the use of ML and predictive models, to dynamically generate personalized experiences
- Segmentation to organize and accurately use visitor data
- Cognitive solutions help you understand the intentions – or even sentiment – driving consumers’ behaviors and actions
Step 3: Monitor, Learn, Optimize, Repeat
After successfully executing your personalization strategy, you need to continuously measure its effectiveness. Personas and consumer behavior change over time. The rules and triggers you set up for your automation platform work today, but that might not be the case in a year. Monitor performance to detect trends and changes so you can adjust your strategy as needed.
To ensure ongoing success, you also need to obtain early buy-in from decision makers on the overall process of delivering modular content and experiences. Then, develop a fast track for content approvals that will not slow your speed to market. An Agile process is the way to go so that you can test, learn, and optimize quickly.
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