Businesses like Amazon, Apple, and Starbucks have consumers programmed to expect personalization. The healthcare world is catching up: Healthcare marketing is becoming more personal to match the expectations of Americans.
Studies show that consumers, especially younger ones, want to receive an experience that is tailored to them. Just like with big brands, healthcare members expect their healthcare providers to connect with them on a personal, one-to-one level.
Speaking directly not only positively affects a healthcare company’s bottom line, but it also can have a big impact on everyone’s health, keeping check-ups or screenings top of mind, and new tailored offerings or programs front and center.
There are many things the healthcare industry can do to engage members. By creating personalized member collateral and enrollment materials, you will have patients feeling like more than just a number.
Members want to be heard and understood. They want to be given clear directions on next steps, and personalized printed enrollment materials are the first steps to providing information that is actionable – allowing them to be in better control of their health care.
Use data to get personal
Email marketing, including automated emails, can also help nurture your members with timely and personalized messages. Here are a few tips.
- Set up communications based on pre-defined triggers such as behaviors or demographics.
- Use email to ask for member feedback.
- Send relevant, healthcare-specific material.
- Make members feel special by sending birthday emails. Wish them another year of health and happiness.
When it comes to physical marketing materials, take advantage of technology that helps you utilize print as a tactic within a data-driven campaign. This method allows MCOs and other healthcare organizations to create personalized direct mail communications with print-ready files for printing and mailing as cost-effectively as possible.
Mailers can also leverage transactional documents, like EOBs and insurance information, along with promotional content that is often tied into account data. These pieces are tailored to the recipient and prevent wasting paper on inserts that do not apply to that member.
Ultimately, the goal is to provide communication solutions that maintain compliance but also demonstrate change and positively impact health care. Healthcare organizations must lock in the right partners to assist in their personalization quest, ensuring member data is safely and effectively harnessed to meet objectives for both organizations and members.
If successful, overall member engagement and satisfaction will continue to rise for your organization, as well as the health of each member, which is a win-win for all!
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