Precision medicine, the medical model that customizes patient care to the individual, provides a lesson in healthcare marketing about the value of tailoring messaging strategies to the needs, goals, and lifestyles of your patients. What better way to increase conversion rates and patient engagement than with personalized touchpoints that resonate with the right messaging at exactly the right time? Here are several strategies healthcare marketers should employ.
Establish Demand Generation and Nurture Campaigns for the Entire Patient Journey
Particularly in the healthcare B2C space, demand generation and nurture campaigns should consider the entire patient journey and be based on as many details as the data in your CRM can deliver. The more robust and refined the data, the more targeted your messaging strategies can be. For example, demographics that help you segment your audience for digital campaigns directed at Medicare patients will help you increase the open rates, engagement, and ROI for those particular campaigns. And details about previous product purchases can inform demand generation strategies for offers of similar or related products and services.
Likewise, you may need to prepare for the length of your demand generation and nurture campaigns to extend further than the typical campaign (and those not in the healthcare marketing space) because the specific needs of your target audience may be lifelong and can change dramatically over time. For example, a touchpoint that doesn’t resonate early in a diabetes diagnosis, may very well be the catalyst for response months or even years later as symptoms progress.
Additionally, recognize that one size fits all doesn’t fit with healthcare marketing. Ensure the cadence and messaging strategies of your digital campaigns evolve over the patient journey. Using the diabetes diagnosis example again, the patient may need time to absorb the diagnosis before they can consider what they want to do about diabetes testing supplies. Perhaps you’ll find that supportive messaging at the beginning of your campaign, such as content offerings that explain the disease and what to expect, have a natural build toward offering diabetes testing supplies. Likewise, offering complementary solutions like diabetes skin care products or glucose tablets may not resonate with a diabetes patient until they have had time to experience some of the symptoms associated with the disease in person rather than just theory.
Increase Patient Satisfaction With Campaigns Based on Care Goals and Roles
Healthcare marketers can also create campaigns centered around patient satisfaction with outcomes or demand gen campaigns based on the changing needs of a patient and the role individuals play in the patient journey.
For example, a campaign geared toward individuals who are preparing for surgery and going through a lengthy recovery process may work well with campaign components that support that specific journey. Imagine the value a patient will see in receiving a content offering from the hospital system they are using that sets expectations for the surgery they are scheduled to have, followed by support messages and tips that guide them through the recovery process, and follow-up campaigns that ask them about their progress and satisfaction with outcomes.
Campaign messaging for patients dealing with health issues that impact their independence may appreciate campaign messages that discuss tips for struggling with giving up personal independence or product offerings that support their ability to keep their independence for as long as possible.
You may also find that a campaign geared toward family caregivers is more successful when it begins with several content offerings that support what they’re going through. This allows you to build trust over time and helps to keep you top of mind when action that requires your products or services becomes necessary.
Leverage Data-Driven Digital Marketing for Higher Conversion Rates and Lower Cost Per Acquisition
In healthcare marketing, the competition for patient acquisition and retention is not just high in relation to direct competitors (healthcare organizations of similar size and services). You must also compete with a broad range of complementary healthcare services, such as those provided by less or more specialized healthcare providers, alternative medicine sources, or those that can offer more convenient access to similar products and services. For example, a hospital system faces direct competition, but must also, depending on the services the hospital provides, compete with urgent care centers, outpatient service providers, telemedicine providers, and more.
This is where the power and value of your CRM really comes into play. Clean data is a competitive advantage. It allows you to effectively segment and reach your target audience. It helps you craft and refine precision messaging that resonates with the right audience at the right time. And, when it’s accurate and robust, you can create data-driven digital marketing that helps you not only acquire the most appropriate leads, but also support and engage customers for maximum lifetime value.
In one example from Penn Medicine, ranked a top 10 hospital by US News & World Report, they implemented a precision marketing approach and a healthcare CRM platform built for patient, physician, and care engagement to successfully execute over 100 digital CRM campaigns. The result? They experienced a 56% year-over-year improvement in conversion rate and a 46% year-over-year decrease in cost per acquisition.
Quality CRM Data and Precision Messaging Go Hand In Hand
Clearly, healthcare marketing success is dependent on high-quality data and enhanced by highly personalized messaging. The more you improve and leverage your CRM database, understand your audience, and A/B test your digital marketing strategies, the more you’ll improve patient satisfaction, increase patient engagement, and boost lead conversion.
Data integrity solutions from Validity can help, including BriteVerify email verification solutions that ensure the campaign messages you worked so hard to develop and refine are deliverable and data cleansing tools, like DemandTools, that help you achieve and maintain the most accurate CRM data.