According to HealthIT Analytics, healthcare is driving the massive growth in big data analytics. In fact, the healthcare data market is estimated to grow 17 percent per year for the next four years. Not only does data shape the practice of healthcare, it also affects how products are marketed toward healthcare professionals (HCPs). Here's a look at how quality data can inform your marketing campaigns.
Defining Quality Data
DMD defines quality data as information leading to actionable insights that improve the bottom line. For example, knowing when an HCP opened an email, what offers were clicked, and what pages were visited provides customer behavior information that can help refine and improve marketing campaigns. When you can shrink a wealth of big data into actionable information you can apply across multiple channels, you know you have acquired quality data.
Putting Data to Work
- Planning and Pre-Deployment
In the planning phases, proprietary behavior data covering HCPs across various demographics leads to precise targeting for improved engagement. It also enables the creation of a highly personalized user experience, which is a key element in successful healthcare marketing campaigns. The data can also be used to refine the deployment schedule to reach the right people at the right time and to develop an optimal campaign cadence.
- A/B Testing
While it's common to test subject line variations, limiting data collection to a single variable gives marketers an incomplete picture of HCP behavior. A/B test offers, CTAs, button sizes, text, placement, navigation, and even color scheme to gather deep insight that helps convert non-engagers into engagers.
- Post-Campaign Analysis
Data collected over the life of a campaign yields a wealth of information that can fine-tune and improve future campaigns. For example, once you've identified people who have responded to a particular topic, you can create highly personalized, multi-touch campaigns, focused on information you know resonates with them.
Drilling down quality data to the granular level helps identify potential opportunities to target niche audiences, leading to more engagements and broadened reach.
Enhancing the User Experience
Fact: A strong user experience increases engagement. So, how can you apply this fact when targeting HCPs? Provide the email content they want, optimize for the devices they use, and deploy when their schedules allow. How do you know what email content they want, what devices they read it on, and when they check their inboxes? The answers are in the data. Understanding your data means understanding your audience. When you understand your audience, you can deliver a high-quality, personalized user experience.
In the end, quality data is the foundation of any successful marketing campaign. Data shapes every step, from identifying the right target audience to crafting the most compelling message to establishing the optimal deployment schedule to defining effective follow-up campaigns.