The Reinvention of Healthcare Experiences (part 2)
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.
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.
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.
5. Turn Insight to Action
Data driven decision-making is not a new concept in healthcare. For a broad range of medical applications, from genomic sequencing to clinical decision support, advanced analytics has become an invaluable tool for practitioners to help realize the tangible benefits of personalized medicine.
Similarly, healthcare marketers are harnessing the power of analytics to identify hidden trends in consumer behaviors and measure the effectiveness of their own efforts to deliver personalized health experiences.
Subtle nuances in the ways that content resonates with various target audiences across multiple online and offline channels can have significant implications on an organization’s overall performance and its bottom line.
From segmented abandonment rates to accurately calculating ROI for campaigns in each channel, it is imperative for marketers to be able to intuitively visualize and decipher petabytes of data, and then correct course accordingly at the speed of thought.
Cancer Treatment Centers of America (CCTA) increased conversion over 30% and reduced abandonment over 60% with advanced analytics. Read the full story.
In addition to improving health outcomes, the best analytics solutions can ultimately help to increase engagement, conversion, and retention – while helping to reduce fraud, waste, and abuse.
Do you know what your marketing is doing?
The pace of change in healthcare has accelerated exponentially in recent years. Simultaneously, customers’ needs and expectations are evolving as well. In fact, more people now turn to the Internet (48%) to make initial decisions about their health care than turn to doctors (43 %).
To see how your own marketing efforts measure up against industry leaders, check out Adobe’s Digital Experience Self-Assessment tool. Your responses will remain anonymous and you’ll get feedback in real time, as well as tips to help improve your marketing skills.
Finally, watch as Matt Matousek (UnitedHealthcare) chronicles the detailed steps and results of his company’s business transformation as it optimized digital marketing and customer experiences within its Medicare & Retirement division.
The key for innovative healthcare marketers to emerge as leaders is to understand each customer individually. So that, within milliseconds of initiating an interaction, her uniquely relevant experience may be created, delivered, and measured across channels — regardless of her location, device type, screen size, or bandwidth.
After all, content is still king; but context is ‘kingier’.