Contextualization is the Future of Healthcare Marketing

Contextualization is the Future of Healthcare Marketing

By Lara Nour EddineJan 25 /2016

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 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.

The right 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.

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

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.

Contextualization picks up on data from its users and provides relevant content when its users need it most. Healthcare organizations 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

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. 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?

PIVOTING YOUR PLAN with Inbound Marketing

Lara Nour Eddine
The Author

Lara Nour Eddine

With years of experience as a brand journalist, Lara shifted roles within Kuno to manage client relationships as an account manager. She puts her storytelling skills to use from her journalism days to help develop a big-picture strategy for clients and to execute tactics that best achieve results. Lara has worked in journalism and public relations. She also serves as an adjunct professor.