06/14/2019 in Blog
When marketers look at the reams of data that trail healthcare consumers, they know they have enough information to personalize their website in targeted ways. If, however, they don't know how to categorize all the data into useful and manageable compartments, they are missing an enormous opportunity to use those insights in the most thoughtful and relevant manner possible.
Healthcare marketers can find value in segmenting your data to learn more about your audience and provide your consumers with the user experience and information they want from your hospital website.
What makes analyzing your website data useful? Like pieces of a puzzle, these four main categories provide the information necessary for a complete picture of what your consumers experience on your website:
With a complete picture of your users, you can personalize your website content to offer each consumer a pleasant and useful interaction. That builds trust, loyalty, and makes your organization relevant in their lives.
Each category above helps you identify distinct consumer behaviors, habits, and tactics to personalize your website for your consumers.
Data typically holds patterns that reveal a lot of information about your consumer base. Ambient data, for instance, helps you tune into where your consumers are, what devices they use the most, and what times of the day or week they are most active on your site. Are they scouting about heart health during a leisurely lunch break or during a potentially more frantic 2 am search? If you have that information, your website can make available different kinds of content at those times. While general heart health information can appear during the day, content focused more on what to do in an emergency can have a prominent spot in the overnight hours.
Information from behavior data includes consumer search history, including click paths, so you can see what pages were visited, in what order. Behavior data also identifies relevant points, such as if the consumer signed up for any events or downloaded any content from your site. That kind of data helps you specialize in content that engages consumers because they will feel your organization understands their concerns. If consumers frequently register for health seminars or fairs on your site or on certain pages, you can structure the page with more prominent event information or call-to-action buttons.
User-provided data is a clear-cut sample of information the consumer provides. If they request information about stress-reduction classes, fitness after 60, or childbirth, you have targeted information that you can follow through on with banners, suggested blogs, or email newsletter signup forms directly related to their stated interests.
Lastly, system-integrated data, the kind that correlates relevant points like median income, health concerns, or family status, offers a way for healthcare marketers to place personalized messaging that feels useful and not intrusive. This data brings together all the information your organization collects, from Facebook interaction with your site to your healthcare CRM system data. System-integrated data can help you craft targeted messaging so your consumers feel valued, cared for, and understood by your organization.
With the growing amount of data available to healthcare marketers today, the potential use cases for segmenting, analyzing, and learning from that data are nearly endless. Here's where connecting a customer data platform (CDP) to your website can help you create an even more integrated view of your consumers. A CDP can handle both structured and unstructured data and then marry data from devices, your website, and more once a consumer identifies themselves. This gives you a deeper understanding of that individual consumer, based on touchpoints they had before they ever filled out a form or requested an appointment. As data from your website flows into the CDP, the CDP can leverage deep learning to help you predict which pages will be more relevant to certain audience segments so you can optimize them with appropriate, personalized calls to action automatically.
When consumers identify organizations that make them feel like people and not like a number, they will remain incredibly loyal and will become priceless ambassadors for your brand. Consumers tell others about their experiences, good or bad, so your efforts to please one consumer group can show a return on your efforts many times over. You aren't just pleasing one set of people, but rather a much larger population that could include their family members, babysitters, coworkers, friends, and Facebook contacts.
Your content should vary according to the needs and expectations of each consumer or consumer group, and personalization tools from a modern healthcare website solution make the process fairly simple. Using all the sources of data available to your healthcare marketing team gives you a huge advantage to begin your website personalization efforts.