Building Brand Loyalty: Avoid Marketing Automation Mistakes

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08/07/2019 in Blog

A Washington Post video editor made headlines when she called out Facebook, Twitter, and Instagram for ads targeted to pregnant women that were flooding her news feed. Gillian Brockell's anger extended even to Experian, the credit monitoring organization, thanks to an email invitation to finish registering her child for lifetime credit tracking.

With the amount of advertisements and spam email one receives each day, you might ask why Brockell was so angry. It turns out she had delivered a stillborn baby boy and not one of those company's algorithms had picked up on it nearly a month later.

Welcome to the age of the personalization-hungry consumer, an era where buyers expect advertisers and marketers to know exactly what they like and what's happening in their lives. A 2013 Janrain study showed how strong the desire for personalized communication really is: 74 percent of consumers indicated they hate being shown irrelevant content.

As a healthcare marketer, your customers expect the same level of attention. Gone are the days of choosing a healthcare solution based solely on proximity. Armed with a wealth of knowledge, today's healthcare consumers are more likely to shop around and their other experiences have taught them to have high expectations and low tolerance for poor service.

This advent of consumerism in healthcare adds another level of difficulty to an already challenging marketing climate. Government regulations, not present in most markets, hamper a marketing team's efforts at every turn. HIPAA makes the sharing of Personal Health Information without customer authorization impossible and it seems that lawmakers can change the rules at the drop of a hat.

Despite this difficult landscape, your organization must adapt to the increased need for personalization or face customers leaving for more favorable providers. A 2017 West study showed 88 percent of healthcare consumers are likely to switch providers when they are not completely satisfied.

When almost nine out of 10 people are willing to leave, your organization can't make the mistake that Facebook, Twitter, Instagram and Experian did with Gillian Brockell. While those giants have billions of users and might be able to survive a few dozen of them leaving, your company cannot.

Imagine if you had kept a patient that just had a miscarriage on an automated nurturing stream that lets her know how her baby is doing. Or what would happen if you cheerily communicated colon cancer annual screening and prevention reminders to someone that was just diagnosed with advanced stages of the disease.

A highly likely course of action is that those patients will express their anger and displeasure on any of the many social media outlets and review sites available to them. At a time when consumers trust online recommendations as much as personal ones, the penalty to your organization might be severe.

Real-time changes in a patient's life cannot be monitored by marketing teams or current marketing automation and CRM technology. Successfully meeting the demands of a personalized patient journey while remaining sensitive to privacy issues requires a more powerful tool.

A customer data platform that can ingest, manage and analyze your data that also sends it back out to systems that will personalize communication and campaigns will go a long way towards making your customers feel like you're with them every step of their journey.

To learn more about customer data platforms, visit What is a Customer Data Platform (CDP)?