We say “the customer is always right,” but a company’s actions don’t always match that sentiment. What the customer increasingly wants—and says he wants—is a more personalized user experience. If you fail to meet that expectation, the consequences can be severe; financial and otherwise.

Consumers’ Actions Speak Volumes

That’s a lot of missed opportunities to connect with your base

A consumer experience research study conducted by Emarsys revealed some eye-opening results in regards to poor customer experiences (CX). Specifically, if consumers received irrelevant marketing materials from a brand:

That’s a lot of missed opportunities to connect with your physician base. Worse, you’re conditioning them to interpret your brand as having no value and thus damaging vital long-term relationships. The answer, of course, is understanding what really matters to the physicians on the receiving end of your email deployments so you can provide personally relevant, value-added, individualized communications.

The Path to Relevancy, Trust, and Loyalty

Creating meaningful email messaging requires a comprehensive understanding of your healthcare provider audience. That knowledge comes in the form of data—and the particular data points that will help you build personalized personas, such as medical specialty, geographic location, referral patterns, prescribing data, and even past digital response behavior.

The next time you send an email, the likelihood of engagement goes up

The result is that you not only give your audience the information they want, but you also positively condition them to recognize your messaging (and your brand) as valuable, trustworthy, and worth their time. The next time you send an email, and every subsequent send after that, the likelihood of engagement goes up.

Those relationships are the ones that can greatly impact your bottom line. However, the challenge is reassuring end users that their data is being collected and used in a responsible manner—a challenge that’s become increasingly difficult amidst recurring data breaches.

Individuals welcome initiatives like the GDPR and California Consumer Protection Act (CCPA) but still feel vulnerable when it comes to personal data privacy and control. The Emarsys report indicates that the percentage of consumers who would not be willing to share their preferences and needs is 80-plus, across multiple industries and platforms.

An alienated audience is difficult to recoup

As a healthcare marketer, you can provide your base the reassurance they’re seeking by partnering with an email list vendor that only uses first-party sourced, third-party verified data, and is already in compliance with GDPR, CCPA, and other existing regulations.

As the Emarsys report demonstrates, the consequences of not delivering what consumers want are both immediate and long-lasting. An alienated audience is difficult to recoup, so make sure you’re using every tool at your disposal to develop highly-personalized, relevant email messaging.