Personalized marketing is a powerful tool in delivering effective marketing messages. Experian research found that personalized marketing emails receive 29 percent higher open rates and 41 percent higher click-through rates. Another study found that personalized emails generated six times higher revenue per email than non-personalized emails. Personalization has become the gold standard in web design, especially in retail, so visitors see valuable, informative, and interactive content that results in reducing bounce rates and increasing the effectiveness of your overall marketing.
Personalization works for a reason. I’ve read that consumers see more than 5,000 advertisement and brand exposures per day. No one can process that many exposures each day so most of us struggle from information overload. Personalizing your message helps cut through the noise and gives consumers the specific information they need, and creates positive connections to your brand.
All industries need to be mindful about balancing the degree of personalization and what may potentially make the consumer uncomfortable. Healthcare marketers, particularly when privacy is a concern, need to be extra careful to balance the consumer’s desire for information that is specific to their health care needs and privacy.
Benefits of personalized marketing
Deliver targeted health information
Personalized marketing provides the opportunity to change the mass-marketing approach to health care marketing. Personalized information, especially when delivered digitally, can increase patient engagement and educate consumers on how to improve health. Health engagement tools, such as Medicom Health’s health assessments, enrich the conversations in which decisions occur between the healthcare provider and patient.
Using personalized marketing draws readers into your message and addresses their interests and needs. By grabbing readers’ attention, they are more likely to click on links, download information, register for a seminar or share your information through social media.
Improve the digital experience
Delivering messages that address your audience needs builds authenticity and connects on a personal level. When content appeals to an individual’s interests and health conditions, they are more likely to see you as a subject matter expert and the website to visit for their medical information.
Provides marketing people relate to
Personalization allows you to provide relevant information, to the right people, at the right time. Generic messages may indicate you don’t understand their needs. Personalization differentiates you from your competition as one that knows your patients and provides the information they need to improve their lives.