Personalization has become a common strategy in healthcare marketing. Because of this, consumers know that their searches are going to influence online content and that content is going to be optimized for consumers. Personalization was first pioneered by Amazon and it takes up 35 percent of its revenue. This is shown through Amazon’s recommendation engine which is based on the behavior of the user while he/she is on Amazon’s site.
Now, personalization comes with contextualization. Contextualization elevates personalization to the next level by giving the right content to the correct user at the right time on the right device. It anticipates the customer’s needs and provides the closest match, most relevant, customized content based on the needs of the customer. Those who engage in healthcare marketing have to be compliant with privacy laws when they use contextualization.
It is very important to remember that the data gathered from reading the content on a healthcare marketing website will be stored in a totally different location than the information entered by a doctor in a patient portal. You cannot mix the two. Patients that have the latest healthcare information can be rest assured with the knowledge that their confidential data is secure and that marketers can contextualize content without breaking laws.
You need to understand what your audience wants. Ask yourself what they expect to see when they visit your website. Giving a broad range of health-related content with the additional capability of capturing leads by means of CTAs or calls to action helps identify the kind of content that most interests a certain user. It must not be just any CTAs too. The CTAs should be personalized so that you get a 42 percent higher conversion rate compared to ordinary CTAs. This is according to Hubspot.
Users who download guides related to a certain health subject would probably want more content about that condition. Showing topics that are relevant based on the activity of users makes your users feel that you are paying attention to their wants and their needs. For example, you can show fitness locations in their area if they previously read content about weight loss.
Your healthcare marketing content should be available, ideally, when users need it so that the information can be easily committed to their recent memory when they need information or services. Healthcare marketing should include making and maintaining a blog that is going to give out tons of information. You should also send emails that are going to promote trending topics like heart-related issues when National Heart Month comes.
Ensuring that your information is current and timely based on the latest research and regulations means you are giving them accurate information and something that applies to their current situation. You also need to decide if you plan to monitor your site for comments to give an interactive experience. This will improve the quality of your content but requires commitment for a significant amount of time.
Just picture out a future where your phone can prompt you to practice healthier habits based on your current medical circumstances. Health apps like ShopWell give a personalized experience based on the information that a user enters. It takes it a step further by helping users avoid eating unhealthy foods or foods that trigger allergic reactions. Using health information entered by the user does not violate any HIPAA regulations granted that they gave consent to release the information.
Contextualization gathers data from users and generates relevant content when users need the content the most. Healthcare organizations can participate in the digital revolution through the creation of a mobile experience with a mobile-friendly site. Healthcare consumers can now access information while they are on the move. A lot of consumers need to schedule appointments or look for directions while in the parking lot or in another location.