Healthcare Marketing, Medical Marketing Strategies, and Precision Medicine
Marketing Hyper-Personalization and Precision Medicine Elevate Their Game Due to COVID-19
Personalized Marketing Meets Precision Medicine
It almost feels like a cliché to say that everything changed when COVID-19 hit. However, anyone working in a communications, public relations, marketing, or sales capacity cannot deny the impact the pandemic has had on the industry as a whole — particularly in healthcare marketing.
Healthcare providers have had to adjust virtually overnight to a vast array of digital communication tools and have been forced to create a personalized experience without being face to face with their patients. Telemedicine via Zoom, answering questions on Facebook Live, WhatsApp appointments from the parking lot, Facetime chats with nurses and loved ones, vaccine appointments via text messages – these new digital marketing strategies seemed to be against every HIPPA and security level of caution that the industry was used to taking. As a result, it also caught the healthcare marketing industry off balance.
Physicians were also trying to leverage technology and data being collected to further focus their ability to customize a treatment plan. By doing so, they were taking the one-on-one relationship with their patients to a whole new level, whether in person or not.
Given today’s evolving technologies and medical demands, data-driven one-on-one approaches being implemented by both healthcare marketing teams and physicians are creating a new set of expectations. Target marketing within the healthcare industry has now turned its attention to hyper-personalization while personalized medicine has become focused on precision medicine.
Coming into 2021, it has become more important than ever to have a healthcare branding, messaging, digital marketing, and public relations experience that develops strategic medical marketing programs that are modern and in alignment with the hyper-personalization and precision medicine trends that are driving successful patient experiences.
How Does Hyper-Personalization Impact Marketing?
Target Marketing to the Extreme. As defined by Business2Community, “Hyper-personalization is the use of data to provide more personalized and targeted products, services and content.”
Marketing Technology and Data. Hyper-personalization leverages data to coordinate omni-channels to deliver targeted customers experiences in a timely fashion. Starbucks is especially good at hyper-personalization – they target each customer individually across multiple interaction points to establish an emotional connection with their target audience. That is one of the reasons why Starbucks ranks third in Fortune’s most admired companies list.
“Brands adopting hyper-personalization are transforming ways users engage and are, undoubtedly, standing strong in terms of customer retention.” S. Vijay
There is nothing more personal than a medical visit. In turn, trusting a healthcare provider when you are most vulnerable is essential. With the surge of digital integration into their everyday efforts, many departments handling marketing for hospitals, laboratories and medical private practices were not prepared. Furthermore, because patients had so much experience working with digital and social media platforms, patients expected the use of these channels to support a personal, interactive, and integrated digital experience during telemedicine calls and other communications with healthcare providers.
This has become so important that patients who may have been wary of the data collection done by many social media and digital marketing platforms in the past, are now willing to forgo this level of security to have a more personal experience. In fact, according to an Accenture survey, 47% of e-consumers strongly feel the need to have real-time personalized promotions delivered to their smartphones – openly willing to trade their private data for more personalized experiences.
“We have seen that the need to have personalized experiences surpasses the dilemma of relinquishing personal information.” Medium.com
Healthcare Marketing Data Drives Hyper-Personalization
Marketing companies and marketing departments that successfully achieve hyper-personalization utilize technology and consumer data platforms that allow them to create a 360-degree view of their target audience and go after them with precision. These tools allow healthcare marketing agencies to bring together information from a variety of sources, message accordingly to micro-segments built within a target list and leverage artificial intelligence and advanced analytics to identify opportunities for further personalization. These Consumer Data Platforms (CDPs) support hyper-personalization by providing:
- Real-Time Marketing Customer Data. Marketers can monitor and get real-time information about when a buyer is engaged – even allowing them to communicate during the buying process.
- Marketing Databases That Are Tagged and Segmented. These digital tools also allow marketing companies to take large databases and segment them based on broader categories as well as micro-details that support hyper-personalized messaging and marketing efforts.
- Easy Digital Marketing Engagement Tools. Digital Marketing that is aligned to hyper-personalization can act like a tech-savvy receptionist and mind-reader at a medical office, laboratory, or hospital. Tools that focus on personalized data can also incorporate predictive analytics and calendaring that allow you to contact and engage with your target audience to stay top of mind. When messaged appropriately, this type of proactive engagement can effectively convey a sense of care coming from your brand.
According to a survey conducted by the Customer Experience Index (CEI), 86% of customers are ready to pay more for a better customer experience.
What Does Hyper-Personalization Marketing, Healthcare Marketing, Precision Medicine and Starbucks Have in Common?
Like in other industries, when it comes to healthcare marketing, patients no longer want cookie-cutter products or services. Thanks to the increase in online information, patients are now more savvy and better informed than ever before.
When a marketer communicates the same message over and over, it turns audiences off and creates little attention to a brand. Marketers must create efficient one-on-one communication with individual customers to build consumer confidence and conversion based on today’s market dynamics.
What is Precision Medicine?
Treatment Targeting to the Extreme. Precision medicine is an emerging approach for disease treatment and prevention that considers an individual’s data when determining the best options for each person. This would include multiple factors such as variability in genes, environment, and lifestyle.
Precision medicine is one of the most exciting approaches for treating patients and combating disease – especially for those patients suffering from cancer, neurodegenerative diseases and rare genetic conditions. The increase in demand for personalized preventative and next-generation sequencing technologies (called NGS), have reached unprecedented levels since COVID19. Like hyper-personalization marketing, precision medicine activities create an enormous amount of focused data that allows doctors to treat patients in a targeted fashion.
How Does Precision Medicine Relate Back to Healthcare Marketing and Hyper-Personalization?
Healthcare Marketing Needs to Set a Modern Medical Tone. As healthcare marketers, we must stay in alignment with physicians and the industry by delivering the right treatment message to the right patient at the right time. Until recently, pharmaceutical messaging and campaigns only required us to get close to that goal. Now healthcare marketing that considers environmental, genetic, and physiological factors are dominating the target marketing approaches being utilized by hospitals, laboratories, and medical practices.
Just like the data-centric science achievements occurring within the field of genomics and precision medicine, hyper-personalization has become a critical component needed to support the brand of hospitals, medical manufacturers, and physicians that are focused on providing new levels of precision medicine.
Marketo stated that 78% of consumers take advantage of an offer only if you personalize it to reflect their previous engagement with the brand. Robotic and repetitive messaging is a concept long forgotten.
Across multiple industries, marketing as a whole is becoming revolutionized by campaigns that focus on hyper-personalization. Customers are hungry for higher levels of personalized recommendations and brand interactions and these trends are expected to outlive the length of the COVID19 crisis. Only brands that adopt hyper-personalization will thrive and have customers engage amid the overflowing content on their screens.
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