Takeaways

What is personalized marketing? 

• Personalized marketing often takes different definitions. To align expectations internally and with clients, Revive developed a formal definition.
• Revive definition: Personalized marketing is a data-driven strategy that delivers increasingly relevant value to consumers through tailored solutions, content, and experiences. It is enabled through continuous and automated data collection, analysis, testing, and optimization.

The spectrum of personalized marketing 

• With different definitions come different levels of execution. These include static brand awareness, contextual marketing, enhanced insights with combined first and third-party data, funnel segmentation, creating a single view of the customer, and predictive optimization.
• If you don't have a CRM and want to enhance your personalized marketing capabilities, consider implementing one as your first step.
• Partner with internal stakeholders like your IT department to evaluate the data you have on hand and the infrastructure you need to get the information you need.

Planning a successful personalized marketing program 

• Health systems' planning for personalized marketing should consider the following three phases.
  • Phase 1 - Who: The process of using first, second, and third-party data to analyze information about target segments and individual consumers that provides insights into their traits, preferences, and behaviors
     
  • Phase 2 - What: Based on a rich, data-driven understanding of target segments, develop tailored solutions, content, and experiences to engage individual consumers and move them to take specific actions 
    
     
  • Phase 3 - How: Identify channels to reach and engage target segments and individual consumers and then, based on data from resulting interactions, test, measure, and refine personalized content to optimize engagement, resulting actions, and value 
    
     
• As you make these decisions consider your consumers' living, thinking, and solving moments and how your system can stay top of mind in each moment.
• Living moments are when consumers aren't thinking about their health, solving moments are moments when consumers start to evaluate their health, and solving moments are when consumers seek to remedy a condition.
• Data signals like search traffic volume and web content engagement can indicate consumer needs in their living, thinking, and solving moments.

Rebooting service lines 

• With already thin margins and a 90% economy, health systems need to maintain or increase patient volume in key service lines to remain profitable.
• Screenings are down across service lines, indicating that patients are delaying or skipping care.
• Health system marketers can restore volume by looking to first-party data to identify those who haven't been screened for a condition. Once identified, marketers can tailor content to address these consumers and invest in creating a frictionless transition back to patient care.
• New mover campaigns are another quick way to drive volume back into your service lines. Look to see who is moving into your area and consider outreach to those to create brand awareness.