Data opens many doors when it comes to reaching customers and prospects. It makes it possible to personalize any communication, and it truly allows any business to make better-informed marketing decisions.
The key is to collect the right types of data in order to improve customers’ experiences. Understanding customer behavior enables you to create relevant communications, timed perfectly to meet their needs.
What’s more, analyzing data and behavioral insights give anyone the power to create more targeted communications, with strategies that can build engagement, not to mention brand loyalty.
This tactic isn’t just for brands though. The healthcare industry also reaps the rewards of creating data-driven campaigns for members.
By sending personalized direct mail, you are creating a conversation with your customer, prospect, or member. For the best data-driven campaign results, be sure to design your direct mail piece with multiple response channel options.
We see data-driven print communications playing an even bigger role than ever before within the healthcare industry. Here are two ways in which providers can use personalized communications to engage members:
1) Personalized patient outreach
Providers who want to successfully engage members know that personalized patient outreach is pivotal. They understand what kinds of data to harness that encompasses a member’s life, not just a transaction. Even better, the more actionable information a member is provided, the more members can take charge of their own healthcare. And that benefits all of us in the long run.
2) Influencing healthy behaviors
Many healthcare facilities do a good job of influencing healthy behaviors in-house, but there is some work to be done on the outside. They must get better as a whole when it comes to communicating screenings, patient actions and follow-up care communications – something that is accomplished efficiently with data-driven print.
For example, my veterinarian sure does an excellent job of reminding me when it’s time for “Max’s” next check-up or annual shot. Shouldn’t we as humans receive the same follow-up care?
Providing general health education is also part of it. For example, awarding members for watching a video or taking a health assessment online can be a great way to engage and promote healthy behaviors.
At Mount Vernon, we have technology that allows our customer base to utilize print within a data-driven campaign. This gives customers the opportunity to create personalized communications using print-ready files that not only include the printed piece, but also provides them with the ability to have it mailed – straight from our facility – providing the most cost-effective direct mail to fit any budget.
Imagine the positive influence if we all received healthcare communications, keeping us up-to-date on next steps for OUR specific healthcare. The right communications can have a profound ability to educate, inform and motivate members to take charge of their own care.
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