In healthcare marketing, you’re always looking ahead. Learning from past strategies, whether successful or not, is crucial for ensuring the effectiveness of future programs. This is exactly what a panel of 19 marketing experts had in mind when they contributed to an infographic predicting what they believe to be the top concerns for brands in 2019.
Not surprisingly, the concept of customer experience (CX) rose to the top. Healthcare marketers are increasingly tuned in to the fact that the “end user,” be that a physician within your health system or a potential patient in your community, wants to be treated like a human—not an inbox. To up the ante, your target audience members also don’t want to be seen as a stranger; they need to believe you value their time and interests and will provide personalized content that fulfills that desire.
The key in achieving this level of human-to-human personalization—and resulting trust—lies in the quality and depth of your data.
A profile containing first name, last name, and email address doesn't give you much to go on.
Minimal vs. Maximal Data Opportunities
Drafting copy for an email deployment is never a one-size-fits-all approach; at least, it shouldn’t be. However, if all you have is a minimal understanding of your target audience, you’re unfortunately relegated to fall into that approach—simply by lack of information. A profile containing first name, last name, and email address doesn’t give you much to go on.
Alternatively, if you have comprehensive profiles of each member of that audience, you now have the opportunity to segment and target based on individualized needs. For example, if your health system has just received new, state-of-the-art MRI equipment, you can tailor messaging to each type of specialty clinic in the health system’s radius—even hypertargeting subspecialty groups, such as surgeons within the field of orthopedics.
By providing relevant, timely information to specific audiences, you condition them for future engagement and solidify the hospital-physician relationship—securing referrals and limiting out-migration.
You Only Have a Micro-Moment
Without quality data, you're fighting a losing battle.
While depth of data is key for achieving successful engagement, the quality of that data also plays an integral role. You may have a robust profile for Dr. Ziegler, but if his email address is incorrect, or if you only have one email address on file (and it’s not his preferred one), the opportunity to connect with him is lost at the get-go. That connection is so critical, especially given the mere seconds you have to capture your audience’s attention.
Joe Marinucci of the Forbes Council describes this window as a "micro-moment," further defined as "intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.” Marinucci explains that it’s important for marketers to objectively realize your brand or product isn’t the center of a consumer’s—or in this case, physician’s—world. In order for healthcare marketers to be truly successful, they must implement strategies such as targeted personalization and humanizing interactions to ensure those micro-moments are optimized.
Stand Out Amidst the Noise
Without quality data, you’re fighting a losing battle. There’s simply too much information—too many emails, too much “noise”—to break through. Grant Johnson, CMO of Cylance, Inc. and one of the 19 panelists consulted, puts it quite simply: “In today's interruptive environment, audiences are overwhelmed by the sheer magnitude of information to consume. Marketers who communicate relevant and authentic messages will stand out."
Success lies in accurate, comprehensive profiles which allow you to give your audience exactly what they need, when they need it.