Posted: June 6, 2017

As the benefits of customized marketing continue to grow, so does the demand. Take this example: In a 2013 study, personalized marketing emails were found to produce six times the revenue of generic ones. Knowing so, why would any marketer want to run an email campaign without personalization?

When businesses use personalized ads, the results are even more favorable; retargeting has been shown to elevate ad response by 400 percent. By the year 2020, it's projected that smart personalization engines will help digital businesses increase profits by up to 15 percent through recognition of customer intent. Clearly, the trend towards personalized marketing is headed one way, fast.

Healthcare CRM adoption opens the door for better consumer insights based on rich demographic data, historical insights such as conditions and past procedures, and (with the right integrations) behaviorally-observed data captured via websites and forms, campaigns and call center interactions.

In an increasingly competitive healthcare marketing landscape, the opportunity to leverage healthcare CRM data for personalization is a huge competitive weapon. Indeed, rich consumer data has the potential to add value throughout the lifetime of a consumer’s journey and with each digital touch point.

There's more than one way to get the most out of your CRM tools, though. Here are a few suggestions for maximizing your healthcare CRM data in service of a more personalized and better overall healthcare consumer experience.

Start with Personas

Perhaps one of the easiest ways to leverage CRM data to advance your personalization strategy is to mine your current consumer data to understand the attributes of individuals in your most common consumer segments and develop rich personas based on those discoveries. Your CRM data is a treasure trove of information about who your current patients are, what healthcare concerns they face, and what demographic and behavioral attributes they share. Use these insights to create target personas that you then develop into highly appealing consumer journeys, accompanied by aligned campaign creative and calls to action.

Now Segment, Segment, Adjust!

A core value proposition of healthcare CRM is to help you identify the most appropriate audience for your campaign, like offering HRAs to demographic groups at-risk for cardiac events or birthing classes to the sub-segment of your female audience that are most likely to be growing their families.

Today, most deployed healthcare CRM systems leverage batch-uploaded data (usually updated monthly or bi-weekly) to provide a more targeted mailing list for print campaigns. These systems append known data with analytically-derived data (or predictive analytics) to aid marketers in understanding which prospects and patients in the database are most likely to need and respond to a print or email campaign, based on calculated medical risk using some combination of demographic and encounter data including age, gender, diagnoses and procedures, and financial class.

In the digital era, these systems have a hard time providing value when every other industry is teaching consumers to expect real-time personalization. What good is a CRM if it cannot leverage recent digital behaviors as part of its scoring method, or dynamically add to or remove from a campaign an individual consumer based on the recency and frequency of their digital interaction? Not much.

As a result, there is a next-generation of CRM systems being introduced that help marketers and their systems understand where individual consumers are in their personal healthcare journey in real-time, in the marketing moments of truth that matter most. These solutions look at recency and frequency of interaction with specific types of service line content and use each consumer’s behavior as a proxy for “medical interest” and even “readiness to buy.”

Finally, Personalize Your Offers and Calls to Action!

Integration between your contemporary healthcare CRM solution, marketing automation platform, and CMS can power personalized content and offers as healthcare consumers engage with your hospital’s website, digital campaigns, and service line marketing content. Undoubtedly, access to a richer dataset results in opportunities for more personalized calls to action, such as recommending near by locations or specialty physicians, as well as related patient stories, health articles, and classes and events.

  • 42% of CTAs that are targeted to a specific user convert better than generic ones, according to HubSpot.
  • 74% of online consumers get frustrated when they receive offers, ads, or promotions that have nothing to do with their interests, according to Janrain Study.

With advanced analytics you can identify your customers' digital steps. Knowing where they are and what they’re doing on the web is a CRM data goldmine. It allows you to segment individual consumers and then serve them according to the corresponding profile, style, preferences and needs.

Want to learn more about healthcare-specific CRM and how an evolved solution can drive more successful ROI? Download our white paper, Evolving Healthcare CRM.