CRM Best Practices: Personalization 101

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12/28/2017 in Blog

This blog is part of the Healthgrades CRM Best Practices series.  For more insight and information about healthcare CRM trends and techniques, make sure to read the other blogs in the series, including AttributionPersonas and Pathways, and Predictive Modeling.

It’s a simple concept: know your audience. It’s why you’ll never see ads for sugar and soda in a magazine for diabetics, or soap operas on sports channels. As it relates to healthcare, consumers don’t want information that isn’t relevant to their condition or interests. In order to successfully reach and engage them, it’s necessary to master the art of personalization.  

In hospital marketing, personalization is defined as identifying an individual consumer’s relevant attributes and then presenting that consumer with only the content most applicable to their health needs. Personalization has been part of marketing for decades, but patients now routinely expect healthcare providers to streamline the care process by retaining information the patient has already shared.

Patients also expect health systems to personalize or tailor their outreach to match their specific needs. Boilerplate messaging is easy for patients to ignore, increasing the risk that they will overlook essential treatment information.

Health systems that meet these expectations and anticipate care needs will target consumers more effectively by providing them with timely and relevant information that drives them to seek care. And while personalization ultimately benefits patients, tailored messaging is also good for hospital marketers, as it leads to higher rates of conversion. In fact, a survey conducted by Researchscape found that 63% of respondents reported increased conversion rates as the top benefit from using personalization.

There are other benefits as well. Personalization:

  • Helps develop consumer trust by enabling more contextual content

  • Increases engagement with consumers across your system

  • Promotes positive behavior change and outcomes

  • Increases loyalty and nurtures long-term patient relationships

  • Becomes a cost-effective initiative when combined with efficient tools

With personalization, providers can deliver more value-based care because they're focusing efforts on individuals who are ready and prepared to receive it, moving them through the treatment journey more efficiently. For instance, imagine a patient who is searching for information based on a certain ailment or injury. By collecting data about the user's digital search patterns, personalized marketing communications can provide them with contextual information tailored to fit their needs.

A robust CRM system will make it easy to send personalized communications and quickly gauge their effectiveness. A sophisticated CRM solution can build 360° profiles to activate data insights across marketing channels. These profiles are used to identify opportunities, build targeted strategies, assess at-risk populations, and create campaigns. For example, paired with the appropriate predictive models, a 360° profile could determine the most effective time of day to send information to a certain patient, the best channel to use, and the most resonant messages for specific types of patients. Features like this make personalization worth the investment.