07/31/2019 in Blog
Picture a typical healthcare customer journey: A patient might search for orthopedic surgeons who can talk to her about hip replacement procedures, a week or two later she makes an appointment, again shows up for steroid shots at yet another clinic miles away and six months later, schedules surgery at a prestigious regional hospital. An effective CRM captures each point of this customer's journey and is an effective ally for healthcare marketers.
Here's the rub though: Things are changing in healthcare. The pressure is on to turn patients into leads, and leads into connected consumers with high lifetime values.
As a healthcare marketer, you are already leveraging the insightful data from your CRM to pull this off, but you're hungry for more. You're looking to track the entire patient journey, to leverage such information at scale, so you can set your healthcare enterprise apart.
CRMs can be powerful marketing tools, and indeed, they deliver valuable insights when tapped into effectively.
CRMs lay the groundwork for marketing campaigns and yield consumer segmentation for marketing analysts to slice and dice. CRMs tend to break your consumers into broad, condition- or risk-based segments that work well for mass targeting.
But today's high-voltage healthcare marketing demands you dig deeper. You need to align your perspective about your customers with their own. This means moving away from a fragmented approach. The hip patient for example, would not be viewed as a disparate series of discrete interactions but as a singular person with information that factors in her needs, intents, and behavior.
Better segmentation helps you get more out of your marketing dollar by connecting with your patients.
It leverages the ways and places they're most likely to respond, especially over their lifetime as customers. Your patients are more likely to see themselves as “busy professionals" or “primary care decision makers" in their day-to-day lives than merely as a walking set of health challenges.
Optimal segmentation leverages a whole host of patient information, including real-time behavioral data and social determinants of heath. The results are therefore much more nuanced. Here are what examples might look like:
These are the identities and traits that your patients recognize in themselves, and should therefore be at the center of your own healthcare marketing initiatives. After all, when your patients see their struggles mirrored in your marketing campaigns, they are more likely to convert.
Digging into those factors requires masterful acquisition and analysis of data. The best tool for that job is a customer data platform or CDP.
CDPs empower you to see your healthcare consumers for who they are and then optimize your segmentation for increased campaign productivity.
CDP unifies the entire landscape of your consumer data and applies deep machine learning to then generate actionable insights and better results. With a CDP, more data doesn't just mean “more data" — it means increased accuracy in AI predictions and a big step toward creating the experiences that will be the most relevant to your customer's lives.
Marketers will see the benefits of customized campaigns including channel mix and media buy recommendations, as well as finely tuned messaging based on real-time observations of consumers' behavior. Your team will be able to dive into local or even national prospect data and draw out new, high-value audience segments based on condition propensity, geography and more.
CDPs understand audience size and identify the high-yield areas where you have opportunity to gain market share and counter your competitors' initiatives.
You'll see the best results with CDPs that are purpose-built for healthcare. You will be able to leverage the power of AI to able to calculate vital information, such as when patients are most likely to return for a follow-up appointment. You'll be able to process historical data and look-alike models within industry-specific contexts to identify the super-personalized service line offers that drive consumer decision-making. For marketers, this all happens with the help of high-speed, intelligence-driven campaigns and continuous message refinement based on scientific testing and measurement.
There's a reason CDPs are frequently referred to as a “source of truth." They're the first time healthcare marketers have been presented with a tool that transcends tech and actually connects with patients. This makes CDPs an indispensable ally to healthcare marketers who want to stay competitive in tomorrow's patient-centered landscape of healthcare.