Transforming Healthcare Systems with Data-Driven Marketing Strategies - Binary Fountain

February 21, 2019

Transforming Healthcare Systems with Data-Driven Marketing Strategies

By: Kayla Zamary

healthcare data analyticsMarketing methods have changed a lot in the past decade. The vast majority of consumers now own a smartphone, have internet access, and use search algorithms to find the products and services they want.

Healthcare providers can adapt their marketing strategies to promote their brand, acquire new customers, and keep customers engaged using the insights data-driven marketing provides.

While companies once primarily relied on outbound marketing tactics (advertisements, mailing lists, etc.) to capture attention, today most people prefer seeking information themselves. They will look up reviews, testimonials, prices, and other available information to make informed decisions.

It follows, then, that healthcare organizations must pay close attention to their online presence and reputation.

This shift in marketing gives healthcare organizations an opportunity to engage with and learn more about their patients and potential customers via healthcare data analytics.

Healthcare Data Analytics to Improve Patient Experience and Acquire New Patients

Data has become the new object of value for modern marketing. The more a healthcare provider knows about its current and potential customers, the better equipped it is to reach them.

For instance, Natural Language Processing (NLP) technology collects relevant data from multiple text-based online sources and analyzes it to find keywords and phrases.

For healthcare marketers, NLP can hone in on patient reviews and comments from social media sites and post-care surveys. In doing so, organizations can gain valuable insights into patient experiences and industry trends, giving them the information to make important operational changes.

Improving patient experience is just one benefit of incorporating a data-driven marketing strategy. Healthcare data analytics also helps marketers narrow the field of potential customers by geography, preferences, demographics, and other factors.

Tightening this scope saves healthcare providers time and money as marketing resources only go where they will be most effective.

For instance, providers with physical locations can use data analytics to target keywords that enhance a localized search engine optimization (SEO) campaign.

Using Data to Engage Customers

A powerful healthcare marketing strategy is not only concerned with finding new customers. Patient engagement is just as important a task.

Keeping patients engaged boosts brand loyalty, increases word-of-mouth, and helps providers maintain their reputation. Marketers can use healthcare data analytics to engage patients both online and offline.

The insights gathered through NLP and other data-driven tools can help healthcare providers learn their customers’ habits to increase engagement.

For example, how long do patients stay on the company’s website? Do they struggle to find certain information? Do they reply to emails and fill out surveys or review forms?

Every patient will interact differently with these things, but data analytics helps pinpoint areas where engagement is lacking and could be improved. For instance, a website might want to add a chatbot or restructure its layout so that useful links are more easily found and clicked.

Of course, providers also want to keep patients engaged offline. Using healthcare data analytics, marketers can more easily determine the effectiveness of mailing list and phone call campaigns.

By optimizing offline marketing approaches, healthcare providers can increase engagement and receive more feedback.

Data-Driven Brand Reputation Management

Approximately 97% of consumers consult online reviews before making a decision. This means that online brand reputation management is more important than ever for all businesses.

While healthcare data analytics cannot magically make negative reviews disappear, it can help healthcare providers craft optimal, timely responses to all reviews, good or bad. Good information also allows providers to improve their messaging and operation.

Brand reputation management programs allow healthcare marketers to view trends and key terms gathered from reviews and comments across the web. This increased awareness helps providers respond to all reviews more quickly, increasing engagement and addressing important and common concerns.

These tools may also give providers insight into how their reputation compares with competitors.

The benefits of data analytics in healthcare cannot be overstated. While internet access and social media have added complexity to the marketing world, they have also created opportunities for healthcare providers to improve their patients’ lives, engage their customers, and improve their reputation.

Providers must embrace and utilize this technology to develop a truly data-driven marketing strategy.

About the Author

Kayla Zamary
Marketing Manager

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