CRM Best Practices

Personalization 101


As the healthcare industry continues to evolve, more patients expect providers to personalize their outreach efforts and tailor the messages they send. Boilerplate messaging is easy to ignore, increasing the risk that patients will overlook essential treatment information — and that healthcare marketers will miss opportunities for conversion.

Personalization has been part of marketing for decades, but patients now expect your organization to streamline the care process by retaining specific information they’ve already shared. Health systems that can meet this expectation and anticipate care needs by developing a deep understanding of the consumer ecosystem will uncover opportunities before their competitors and will be able to reach consumers more effectively. Personalization helps patients by more efficiently and reliably providing them with vital information that drives them to seek care.

As part of our series on CRM best practices, we dug deeper into the importance of personalization in marketing and how consumers and health systems alike benefit from one-to-one marketing.

What is personalization?

Personalization is the result of identifying an individual consumer’s relevant attributes and presenting them with only the most applicable content, to maximize their experience. It’s about synthesizing all available consumer data and shaping your message to meet the recipient’s anticipated needs based on your insights.

For instance, imagine a patient who is searching for information based on a certain ailment or injury. By collecting data about the user’s digital search patterns, you can provide them with contextual information tailored to fit their needs.

How can personalization help healthcare marketers?

While personalization ultimately benefits patients, customized messaging is also good for hospital marketers, as it leads to higher rates of conversion. In fact, a survey conducted by Researchscape found that 63% of respondents reported increased conversion rates as the top benefit from using personalization. Other benefits mentioned include:

  • Helps develop consumer trust by enabling more contextual content
  • Increases engagement with consumers across your system
  • Promotes positive behavior change and outcomes
  • Increases loyalty and nurtures long-term patient relationships
  • Becomes a cost-effective initiative when combined with efficient tools

With personalization, providers can deliver more value-based care because they're focusing efforts on individuals who are ready and prepared to receive it, moving them through the treatment journey more efficiently.

How can CRM make personalization easier and more effective?

With a sophisticated CRM platform, you can deliver personalized communication and gauge its effectiveness more easily and efficiently. CRM allows you to assess and use data to maximum advantage. Healthgrades, for instance, offers powerful advantages to its CRM clients by providing consumer insights with unparalleled depth, thanks to the company’s access to a wide variety and volume of data sources, including

Marketers can also use Healthgrades CRM to build 360° profiles to activate data insights across channels. These profiles help marketers better identify opportunities, build targeted strategies, assess at-risk populations, and create campaigns for those audiences. For example, by employing the industry's most robust predictive models, a Healthgrades 360° profile feature forecasts the most effective time of day to send information, the best channel to use, and the most resonant messages for specific types of patients. Features like this make personalization worth the investment.

By using technology to drive personalized engagement and reach consumers more successfully, hospitals can provide the highest-quality care at the most appropriate times. For more information on personalization and investing in CRM solutions, contact Healthgrades today.

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Read the next installment of this series: Predictive modeling >>

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