At a recent healthcare strategy and marketing conference, I decided to focus my time on attending the Digital Engagement and Data and Research Analytics tracks, as these play an integral role to my job and the success of our client campaigns.

The information presented in these two tracks overlapped quite a bit, which was exciting to see. Most organizations know that using data insights to engage the right patients is critical for successful marketing, but as it was best summarized in one of the sessions, the diagnosis for healthcare is “Data Rich, Insight Poor.”

In this session, we discussed how organizations have volumes and volumes of data available to them, but are unsure of how to utilize it to drive successful marketing strategies. The presenter stated that, “Organizations need to start looking at this data not as big data, but big answers.” After being immersed in the data analytics used in the PREDICT Customer Relationship Management (CRM) system and working on our Audience Insights tool, this really struck home with me.

In one case study presented in the education sessions, an organization wanted to gain more of the market in their key service areas. To do this, they first determined the best potential patients and where they were located to identify the areas with the greatest potential for growth. They used segmentation based on key factors to determine the size of each segment, and then using additional data, they determined the best way to market to each segment. They also added additional channels to capture some of the audience they were missing, which led to higher site traffic and click-through rates.

As in most success stories I heard, the first step to building a great marketing strategy is understanding the audience. I heard this message many times in many different ways at the conference, and while I am excited to see where the advancement of data insights takes the industry, I still see a gap in how organizations plan to use this information to bring their marketing efforts full circle.

What I learned at the conference made me really appreciate what we are doing at Influence Health because we provide what is needed to close this gap. Being able to know the right audience, the most effective channels for the audience, how the channels and campaigns are performing in real-time, where to adjust campaigns throughout their lifecycle based on lead volume and ROI based on call center and real patient data is powerful and much needed in the healthcare industry.

People always say that knowledge is power, and knowledge in healthcare marketing is no exception.

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