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Navigating Trust and Data in Healthcare Marketing

Close Up Of Young Woman Getting Online Medical Help And Advice During Videocall With Doctor Checking Symtoms Aand Explaining The Drug's Reciepes

In the ever-evolving landscape of healthcare, trust reigns supreme. As consumers increasingly rely on data to inform their decisions, the healthcare industry faces a pressing need to not only meet but exceed expectations. With disruptive forces emerging from various corners, healthcare organizations find themselves in a race to create personalized experiences that foster lasting engagement and trust.

The challenge, however, lies in navigating constrained resources and the perpetual evolution of the industry itself. Many healthcare marketers grapple with accessing timely, reliable data to power meaningful campaigns. In an environment where every interaction holds the potential to either strengthen or weaken trust, the consequences of inaccurate or outdated segmentation data can be significant. Consider the below devastating examples:

…You’re a caregiver whose partner passed away three months ago. You keep getting mail from their health plan, educating them on the upcoming open enrollment period.

…You’re a patient and receive an email from your hospital system, congratulating you on your new pregnancy and suggesting registration to a series of birthing classes they offer. Sadly, you miscarried last week.

…You call in to schedule lab work. Before the agent let’s you go, they recommend scheduling a mammogram since you meet the age criteria, and it’s October, Breast Cancer Awareness month. You explain to them that you’re just wrapping up radiation and are being very closely monitored by your provider.

All parties in a healthcare organization are responsible for contributing to personalized, empathetic care that is responsive in real-time to the healthcare events happening for patients and their families. At Perficient, we help clients navigate barriers of their current data landscape and understand how investing in modern solutions can truly transform the patient experience.

Enter Perficient’s Patient 360, leveraging Salesforce Data Cloud, Health Cloud and Marketing Cloud – a solution tailored to meet the demands of modern healthcare marketing. By unifying disparate data sources and making that data easily accessible to marketers, Patient 360 creates a singular patient profile view, empowering users with real-time insights for segmentation, trends, and campaign optimization. This approach not only enhances the patient experience but also strengthens trust and loyalty.

Patient 360 also facilitates a modern attribution model, allowing marketers to tie outbound marketing efforts to scheduled appointments and downstream revenue. By quantifying the impact of marketing initiatives on patient demand and retention, organizations can demonstrate the tangible value of their marketing efforts.

As the healthcare industry continues to evolve, trust and data will remain at the forefront of marketing efforts. With Patient 360, healthcare organizations can navigate these challenges with confidence, forging stronger relationships with patients and driving sustainable growth.

Perficient + Salesforce

As a leading Salesforce consulting partner, we are on a mission to harness the power of Salesforce to solve complex business problems. With specialized knowledge in Data Cloud, Einstein AI, Marketing Cloud, and Experience Cloud, our team is dedicated to crafting innovative digital experiences that drive client success.

We aren’t just experts; we’re storytellers who understand the unique needs and challenges in the manufacturing, automotive, healthcare and life sciences, and financial services industries. We team up with our industry and solution experts to build complex enterprise ecosystems for our clients, and through our commitment to building authentic relationships with clients and partners, we foster collaboration and trust that lead to sustainable growth.

At the heart of our mission is our belief in lifting up people and communities. By leveraging our global team’s skills and resources, we strive to solve complex business problems and leave a meaningful impact on society.

Join us in our journey to revolutionize the way businesses connect, engage, and thrive in the digital era. Get connected with our experts to learn more.

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