Not long ago, big data was just a speck on the horizon. Now, health systems are collecting ever-larger quantities of data at the most granular level. Combined with powerful analytics, big data has given rise to a whole new and extremely effective marketing tool: predictive analysis.
By analyzing open and click-through data, demographic and claims data, and proprietary email and website data, health systems are gaining new insight into the diverse interests of the many physician audiences they need to reach. Predictive analysis bolsters campaign success by allowing you to anticipate your audience’s preferences and customize email content, design, and deployment to their needs.
Putting Data to Work
Analysis plays an important role in every step of an email campaign, from planning through testing and post-campaign assessment:
Planning and Pre-Deployment. In the planning phases, proprietary behavior data about physicians enables precise targeting for improved engagement. It facilitates the creation of a highly personalized user experience, which is a key element of all effective healthcare marketing campaigns. The data can also be used to refine your deployment schedule relative to the email preferences of different audience segments. This ensures that your emails reach specific physicians at the time they’re most likely to be reading email and that you’re not sending too many, or too few, emails to a given segment.
A/B Testing. While email marketers typically test subject line variations, limiting data collection to a single variable provides an incomplete picture of HCP behavior. It’s better to test as many elements of your email campaigns as possible. By A/B testing calls to action, offers, text, button sizes, placement, navigation, and even color scheme, you can gather deep insight that helps convert non-engagers into engagers.
Post-Campaign Assessment. Data collected over the life of a campaign yields a wealth of information that healthcare marketers can use to fine-tune and improve future campaigns. For instance, once you've identified physicians who’ve responded to a particular topic, you can create highly personalized, multi-touch campaigns focused on information you know resonates with them. You can also schedule deployments at the optimal time for different specialties. Drilling down to more granular data helps identify potential opportunities to target niche audiences, which then drives engagement and broadens your reach.
Understanding Device Preference
Knowing how physicians engage with email also helps health systems develop more effective digital interactions. Asking the following questions before, during, and after every campaign is essential:
- What devices are physicians using to open your emails? DMD data shows that more than 60% of physicians open email on a mobile device. Of those, most use an iOS device.
- Do your emails render on the devices and email clients the majority of your audience is using? For instance, animated GIFs and large files sizes create problems on some platforms. Most physicians will simply delete an email that doesn’t render clearly, and some may even unsubscribe.
Using every bit of data available – including behavioral data from past and current email campaigns, the detailed physician profiles in your email database, and even real time, physician-level website data– will help you optimize every aspect of your future campaigns.