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Marketing:

Data-Driven Marketing For Healthcare

February 19, 2019 Tami Weigold Category: BlogTags: patient acquisition, CRM, data-driven, nurturing, personalization, opt-in

Data-Driven Marketing For Healthcare

When it comes to data-driven marketing, healthcare is behind the curve.

Most DTC Marketing Is Data-Driven

Take a quick look at your phone. I bet in the first 15 seconds, you can spot 10 apps that use data to market to you. Some of it second nature, by now. We no longer even notice our participation. For instance, we understand that Amazon search topics will show up in our Facebook newsfeed, right? And taking it a step further, people whom resemble you (demographically, psychographically, geographically, etc.) will see similar sponsored posts in their newsfeeds. We know this to be true. I could give you ten more examples off the top of my head.

Not Much Healthcare Marketing Is Data-Driven

As healthcare marketers, we have access to significant personal information. Usually far more and more important data points than DTC companies. The trouble is, we haven’t yet mastered how to use it. A hospital may know if a privately insured woman is pregnant. But are they using that data proactively. They could rightly promote breastfeeding, child birth prep or sibling-to-be classes to her. Maybe your hospital is doing that. But are you reaching out to the man that you know is is 9 months late for his colonoscopy? Why not? Too difficult?

Sure, CRM has made this much easier. But we all know it still requires skilled people and concerted effort to build out these workflows. It takes an understanding of both the data/technical side and content/nurturing side. Not to mention cooperation from multiple internal departments.

We Can Help

In the HRA world data-driven nurturing gets much simpler. Using our HRA admin portal, for example, you can send follow-up emails generated based on how someone answers questions. Questions like: “Are you a smoker?” “What’s your blood pressure?” “Do you have diabetes?” Setting up the automated email responses is a quick way to start nurturing healthcare consumers.

We know that once a consumer shares this level of personal information, they expect the personalized follow-up. They want responses tailored to their individual needs. This is what make companies like Stitch Fix and Blue Apron so successful – they personalize, nurture, and they respond. Having a follow-up plan built out before a campaign begins is critical. Not only will it allow for more valuable interactions, it will ease the burden on your internal resources.

In the Society for Healthcare Strategy & Market Development’s recently released “Bridging Worlds: The Future Role of the Healthcare Strategist” it’s stated that, “People don’t make decisions about their health in a vacuum; what they do is affected by  their environments, finances, lifestyle, and networks.” We need to find simple solutions to make all of the data actionable.

Without action, it’s just a pile of ones and zeros, sitting on a server somewhere.

Tami Weigold

Director of Client Success

Tami has been in the healthcare marketing space for nearly two decades – working in both large hospital systems and independent medical groups. The majority of her career was spent in San Diego, leading marketing and communications efforts for both Sharp Healthcare and Palomar Health. With a hefty focus on CRM, ROI analysis and the patient experience, Tami was an early adopter of digital technology.

After a recent move to Connecticut, with her husband Justin and children Molly and Max, Tami is excited to join the Client Success team at Medicom Health and looks to be a valued strategic resource to her clients.

More by Tami Weigold

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The response has been excellent. We have had 151 run-throughs, 40 emails and 7 physician referrals. If one of the referrals gets referred for a mid-major cardiac procedure, the app has paid for itself three-fold. The tool is working like a charm and my predictions have been right on thus far!

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Mount Sinai Medical Center, Miami

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