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.