Personalization has become a standard marketing tool. Consumers have come to expect their searches will influence what they see online and that content will be tailored to their interests. That’s how personalization pioneer Amazon.com generates 35 percent of its revenue—from its recommendation engine based on user behavior while on the site.
But now, personalization has a strong partner in contextualization. Contextualization takes personalization to the next level by providing the right content to the right user at the right time on the right device. It anticipates the needs a customer will have and serves up the most relevant, customized content based on those needs.
Healthcare marketers, in particular, must be careful to comply with privacy laws when using contextualization. It’s important to remember that information gathered from reading content on a healthcare website is stored in an entirely different location than information entered by a doctor in a patient portal, and the two cannot mix. So patients getting the latest healthcare information can rest easy knowing their confidential information is secure, and marketers can help contextualize content without breaking any laws.
Here’s how healthcare marketers can tailor their marketing efforts to individual patient needs and drive engagement to better serve consumer needs by adopting a comprehensive healthcare content marketing strategy.
The Evolving Healthcare Industry
The healthcare industry is undergoing a significant transformation, driven by technological advancements, changing patient expectations, and shifting regulatory landscapes. As a result, healthcare marketing trends are evolving to meet the needs of this new landscape. Healthcare marketers must stay ahead of the curve to effectively reach and engage with their target audience. In this section, we will explore the key trends shaping the healthcare industry and how they impact healthcare marketing strategies.
Key Trends in Healthcare Marketing
Several key trends are emerging in healthcare marketing, including the increasing importance of personalization, the rise of telehealth, and the growing use of artificial intelligence (AI) and data analytics. Healthcare marketers must understand these trends and how to leverage them to create effective marketing strategies. Additionally, the COVID-19 pandemic has accelerated the adoption of digital technologies in healthcare, and marketers must be prepared to adapt to this new reality.
The Importance of Personalization in Healthcare Marketing
Personalization is critical in healthcare marketing, as patients expect tailored experiences that meet their unique needs and preferences. Healthcare marketers can use data analytics and AI to segment their audience and create targeted content that resonates with each group. Personalization can also help healthcare organizations build trust with their patients and establish long-lasting relationships. By prioritizing personalization, healthcare marketers can create more effective marketing campaigns that drive patient engagement and satisfaction.
Leveraging Technology in Healthcare
Technology is revolutionizing the healthcare industry, and healthcare marketers must be prepared to leverage these advancements to reach and engage with their target audience. From telehealth platforms to AI-powered chatbots, technology is enabling healthcare organizations to provide more personalized and convenient care experiences. Healthcare marketers can use technology to streamline their marketing efforts, improve patient engagement, and drive better health outcomes.
Omnichannel Marketing for Healthcare Providers
Omnichannel marketing is a customer-centric approach that integrates all marketing channels to provide a seamless brand experience. In healthcare, omnichannel marketing is critical for providing patients with a cohesive and personalized experience across all touchpoints. Healthcare providers can use omnichannel marketing to engage with patients on their preferred channels, provide consistent messaging and branding, and drive better health outcomes. By adopting an omnichannel approach, healthcare marketers can create more effective marketing strategies that meet the evolving needs of their patients.
The Right Healthcare Marketing Strategy Content
Understand what your users want. What do they expect to see when they come to your website? Providing a wide range of healthcare content and the ability to capture leads through calls to action (CTAs) helps determine what types of content would most interest a particular user. And not just any CTAs—personalizing them has a 42 percent higher conversion rate than generic CTAs, according to HubSpot. Healthcare marketing campaigns that prioritize patient experience and incorporate new technologies can enhance marketing effectiveness.
Users who download a guide on a particular health subject likely would want more quality content on that condition. Showing relevant topics based on the user’s activity on your site will make them feel that you are paying attention to them. Perhaps include content about fitness locations in their area if they have previously viewed content related to weight loss.
When capturing their information from a form on a landing page, do not ask them to provide details specific to their conditions or reveal any personal health-related information. These pages should ask for generic information—their email address, their name and whether they would like to subscribe to your blog—which does not violate privacy regulations.
The Right Time for Healthcare Providers
You want your healthcare organization’s content to be available when users need it and to stay top of mind with users when they need services or information. Healthcare marketing efforts should include creating and maintaining a blog that will provide a wealth of information and make sure to send emails that will promote trending topics, such as heart-related topics in February (National Heart Month) or men’s health-related topics in November (also known as Movember for Men’s Health Month).
Make sure your information is timely and current according to the most updated research and regulations. Decide whether you plan to monitor your blog for comments to provide an interactive experience; doing so can enhance the quality of your content and continue the conversation, but requires a time commitment.
The Right Device
Imagine if your phone could prompt you to live a healthier lifestyle based on your health conditions. Suppose you have Celiac disease and are grocery shopping. Your phone recognizes you are in the store and provides you with coupons for gluten-free products. Or maybe you are trying to lose weight and your phone gives you a route you can walk to the store rather than drive.
Health apps such as ShopWell provide a personalized experience based on the information a user enters, but takes it one step further to help users avoid eating foods that trigger allergic reactions. Using health information a user has entered does not violate HIPAA regulations as long as they have consented to release this information.
Healthcare companies can take part in this digital revolution first and foremost by creating a mobile user experience with a mobile-friendly site. Healthcare consumers now expect access to healthcare information while they are on the go—many need to schedule appointments and look for directions while they are in the parking lot at another location. Patients may wonder what else a healthcare organization is lacking if it can’t deliver this convenience.
The Bottom Line on Patient Data
Healthcare consumers can get overwhelmed by the vast amount of content that is interesting and relevant to their needs. But like other consumers, they also demand convenience and patient satisfaction. So a healthcare organization that provides quality content when and where the patients expect it will see more conversions.
The age of consumer-driven healthcare has arrived. Are you ready?
