Posts tagged "analytics"

July 16, 2014

The Reinvention of Healthcare Marketing (part 2)

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With expectations conditioned by immersive retail experiences, consumers today are making better-informed decisions in almost every aspect of their lives. And in healthcare, where regulatory and competitive pressures have never been greater, the demand persists for secure omnichannel access to personalized content.

CES 2014
(Meredith Daul, UnitedHealthcare;  Mike Jackson, Adobe) 

 

In the last post, I began sharing my “High 5” factors for agile healthcare marketers to consider as they strive to nurture meaningful connections and deliver measurable results in this dynamic environment.

Now let’s pick up where we left off…

 

4. Tap the Power of Community

The mainstream assimilation of mobile devices and related expectations of immediacy have more consumers turning to social media for validation. Social is the most convenient channel for consumers to connect with their peers and confirm the personal applicability of any messaging.

In fact, a recent PWC study revealed that nearly 90% of young adults (18-24) would engage in health activities or trust information found via social media, and more than 80% are likely to share that information with others.

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That may explain why many commercial marketers, in attempt to get in on the action, make the mistake of reactively chasing the latest buzz-word, trend, or social network.  Meanwhile in the public sector, program managers and communicators have traditionally erred in the opposite direction, making minimal investments in social media and missing out on cost-effective opportunities to connect with citizens.  That trend in government has been improving in recent years, however, particularly among public health agencies in the US.

For starters, healthcare marketers must demand strict adherence to privacy policies and a clear means of measuring ROI (more on that later). Additionally, innovators will leverage the multiple layers of social media to capitalize on its most valuable byproduct: access to unfiltered conversations occurring naturally between their customers.  By actively listening, marketers can go beyond “followers” and “likes” to develop more effective social strategies and even set organizational priorities that better align with the needs of the people they serve.

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August 7, 2012

Where’s the Real Value in All That Health Data?

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As more parts of our lives “go digital”, the collection of data related to our transactions, interests, and other preferences continues to grow exponentially.

Many commercial enterprises have demonstrated that the ability to manage and even monetize such data provides a powerful competitive advantage. In fact, it’s that principle of Digital Marketing which allows for the delivery of unique personalized experiences for consumers online.  Our health data is no exception.

The health care industry has been criticized for being a laggard when it comes to tapping the wealth of information that’s often locked away in terabytes of stored data, both structured and unstructured, compounding with every insurance claim or provider interaction.  That’s changing, however, as innovative solutions that have modernized industries like travel, financial services, and others are gradually being leveraged throughout the healthcare ecosystem.
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Recently, at the Adobe-sponsored State Healthcare IT Connect Summit, I met with executives from state and federal agencies as well as leaders of private sector health organizations to explore the key role of IT in identifying trends, cutting costs, and saving lives.

Three recurring use cases for transforming this accumulating data into actionable knowledge emerged during our meetings:

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March 17, 2011

Leveraging Online Analytics to Elevate Agency Performance

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Along with Federal Computer Week, we recently presented an event in Washington, D.C. focused on online analytics. The March 1 event was titled, “Leveraging the Power of Online Analytics to Elevate your Agency’s Performance”.

We were appreciative to have a great keynote speech by Bajinder Paul, Senior IT Advisor to the Associated Administrator, Office of Citizen Services and Innovative Technologies, General Services Administration. And the event also included a panel discussion with speakers including:

  • Phil Kemelor, Vice President of Strategic Analytics, Semphonic (Moderator)
  • Tim Fullerton, Director of New Media and Web Communications, Dept. of Interior
  • Mike Kruger, Director of New Media, Dept of Commerce
  • Rob Pinkerton, Senior Director, Industry Solutions, Adobe
  • Mike Evans, Senior Solutions Consultant, Adobe

We captured footage at the event, and spent some time with Rob to get his thoughts and perspective on the day. Check out the video below – and, as always, we’re interested in hearing from you in comments.

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