Medicom Health now offers integration with Marketo and Act-On
Marketing automation has made it possible for marketers to move from “one-to-many” to “one-to-few” messaging and reach highly targeted audiences with the right message. Personalized marketing can change the dynamics of the conversation between providers and current or prospective patients. Managing communication and being able to deliver information the patient needs at the right time, can improve outcomes and improve the bottom line.
According to ReviveHealth “Marketing automation can be defined as a set of communication strategies enabled by technology that allows you to connect with individuals in a personalized way, based on predetermined behaviors.” In other words, marketing automation allows you to identify a group of people based on where they are in marketing pipeline, and then send them messaging to guide them to the next step.
The automation allows you to message people based on different actions: whether they visit an individual web page or not, complete a quiz or just open it, click on a doctor’s profile, and much more. You can customize content to each of these groups: send heart health information to those visiting your cardiology page, invite them to finish the quiz, provide a link to book an appointment.
Benefits of Marketing Automation
Improve patient relationships
Patients want to know what’s going on at your hospital. By setting up automated emails, newsletters, updates, and healthy living tips, you can engage and stay top of mind with current and prospective patients. By targeting individuals with messages that are relevant to their needs, you can build and improve relationships between your providers and consumers.
Save time and money
Marketing automation allows you to run multiple campaigns at once, saving time and resources. For example, you can run parallel campaigns on heart health and orthopedics by analyzing website visitor’s digital behavior and sending the appropriate message. You can schedule emails and content ahead of time, reducing the need for manually sending information and collecting data.
Provide consistent messaging
By knowing the visitor’s action, you can create messages based on specific behaviors. Mapping out your visitor’s activities and determining the next steps will help you build consistent messages. The messages are going to drive the behaviors you want, like schedule an appointment or sign up for a weight-loss program.
Analyze and improve campaign performance
Marketing automation software allows you to analyze in-depth customer and data. By A/B testing, tracking, and analyzing campaign results, you can quickly determine how to improve your campaign performance.
In today’s digital world, with high consumer expectations (think Amazon and Zappos), it’s important to send the right message at the right time.
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