The Power of Personalized Content in Healthcare
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Personalized content has become a standard feature in offering a better, more satisfying user experience. Brands like Facebook, Amazon, and Spotify have been using personalization for years and consumers have now come to expect their content needs will be anticipated and met. This idea of personalization is even more significant and in greater demand within the healthcare industry. According to a study by Gravitate Design, 86% of patients conduct a health-related search before booking a doctor’s appointment. As these patients research, potentially under a great deal of stress, they have to quickly find the answers they need–wherever they are in their patient journey. This presentation explores how you can offer the same one-to-one connection in healthcare marketing that will result in a greater return on your investment.
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The Power of Personalized Content in Healthcare
- 1. The Power of Personalized Content in Healthcare @UBERFLIP
- 2. @uberflip Agenda ● The state of healthcare marketing ● The power of personalization in healthcare ● A framework for building personalized experiences ● Personalized marketing examples
- 3. @uberflip Healthcare and the Three Cs Consumerism, Chronic Disease & Costs
- 4. @uberflip Industry Shift To Consumerism Driven by Consumer Choice & Transparency
- 5. @uberflip Digital Trends in Healthcare One in 20 Google searches are for health-related information. (Source: Google) 79% of Americans are willing to use a wearable device to manage their health. (Source: Makovsky/Kelton) 62% of smartphone owners have used their phone in the past year to look up information about a health condition. (Source: Pew Research Center) 42% of individuals viewing health information on social media look at health-related consumer reviews. (Source: PWC)
- 6. @uberflip Today’s Patient Journey Personalized Patient Journey
- 7. @uberflip Today’s Buyers Are Digital First
- 8. @uberflip of buying decisions happen before speaking to sales 70% — SiriusDecisions
- 9. @uberflip Content Is How You Influence and Shape the Conversation
- 10. @uberflip Awareness Interest Engage Desire Action Blog Content Digital Treatment Guides Health Assessments/Tools Patient Video Testimonials Health Information Content Virtual/In-Person Events Appointment Request Form Targeted Landing Pages Webinars/Podcasts Today’s Patient Journey
- 11. How Well Do You Influence Buying Decisions with Content?
- 12. @uberflip WHAT DOES A GOOD CONTENT EXPERIENCE LOOK LIKE? ENVIRONMENT STRUCTURE ENGAGEMENT
- 16. @uberflip Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
- 17. @uberflip PERSONALIZED CONTENT EXPERIENCES 7 CONTENT ASSETS PER VISIT. That was 3x the average visitor to their resource center.
- 18. @uberflip Personalization When it Matters Right Person Right Message Right Time =
- 19. @uberflip HOW CAN I CREATE PERSONALIZED CONTENT EXPERIENCES AT SCALE?
- 20. @uberflip The Content Experience Framework
- 21. RANDY FRISCH | @RandyFrisch | #conex NEED CONTROL OVER ENVIRONMENT
- 22. RANDY FRISCH | @RandyFrisch | #conex
- 23. RANDY FRISCH | @RandyFrisch | #conex
- 24. RANDY FRISCH | @RandyFrisch | #conex TAGGING STRUCTURE
- 25. RANDY FRISCH | @RandyFrisch | #conex INBOUND
- 26. RANDY FRISCH | @RandyFrisch | #conex DEMAND GENERATION
- 27. RANDY FRISCH | @RandyFrisch | #conex ACCOUNT BASED MARKETING
- 28. RANDY FRISCH | @RandyFrisch | #conex SALES ENABLEMENT
- 29. RANDY FRISCH | @RandyFrisch | #conex $100,000 IN PIPELINE FROM ONE EMAIL NURTURE
- 30. RANDY FRISCH | @RandyFrisch | #conex CONTENT INFLUENCED PIPELINE AND REVENUE
- 31. RANDY FRISCH | @RandyFrisch | #conex 100% INCREASE IN MONTHLY LEADS GENERATED.
- 32. Screenshot here Personalization throughout the full patient journey was mapped out and then customized content and behavior triggers were defined to ensure the right content was deployed to the right person at the right time. Large Health System Orthopedic Service Line
- 33. Screenshot hereHealthcare providers have more than one audience, each looking for something different. Providence Healthcare uses multiple content Hubs to personalize the experience for each audience. Contextual Content Experiences
- 34. Screenshot hereHealthcare providers have more than one audience, each looking for something different. Providence Healthcare uses multiple content Hubs to personalize the experience for each audience. Contextual Content Experiences
- 35. Screenshot hereHealthcare providers have more than one audience, each looking for something different. Providence Healthcare uses multiple content Hubs to personalize the experience for each audience. Contextual Content Experiences
- 36. Screenshot hereHealthcare providers have more than one audience, each looking for something different. Providence Healthcare uses multiple content Hubs to personalize the experience for each audience. Contextual Content Experiences
- 37. Screenshot hereHealthcare providers have more than one audience, each looking for something different. Providence Healthcare uses multiple content Hubs to personalize the experience for each audience. Contextual Content Experiences
- 38. Screenshot here Personalization can also be achieved through A/B testing of different value propositions like seeing if convenience wins out over accessibility or access to care. Large Health System New Movers Campaign
- 39. Screenshot hereCreate dedicated content experiences for each campaign. Evolent Health creates experiences for events and personalized sales outreach. Dedicated Campaign Destinations
- 40. Screenshot hereCreate dedicated content experiences for each campaign. Evolent Health creates experiences for events and personalized sales outreach. Dedicated Campaign Destinations
- 41. Screenshot hereWith the continued growth in virtual care and types of telehealth, educating prospective patients via personalized content helps explain the value proposition of alternative care options when connected to clinical excellence. Large Health System Telehealth Campaign
- 42. Jason Oakley Senior Product Marketing Manager at Uberflip Kyle Chandler Vice President, Marketing Services at Hileman Group
Notas do Editor
- JASON
- These three c’s continue to shape the face of healthcare in the US The cost of healthcare in the U.S. continues to soar, and chronic disease is a major driver. According to the Centers for Disease Control and Prevention, managing chronic diseases, such as heart disease, cancer and diabetes, accounts for roughly 75% of the nation’s healthcare spending. The combination of pervasive chronic disease and steep costs is creating an increasingly oppressive burden for healthcare consumers and providers.
- At the same time, healthcare, like other industries, is increasingly being driven by consumer choice. At a time when companies like Uber and Airbnb are disrupting their respective industries by introducing technology to put consumers in control, prospective patients are researching their conditions and are increasingly driven by convenience and cost transparency over system loyalty or even quality. According to Deloitte’s 2016 Consumer Priorities in Health Care Survey, “Convenience in accessing care is highly valued; consumers want access when, where, and how it best suits them and increasingly it dictates their behavior in the health care system”. This is great news if you’re a healthcare marketer! At the intersection of the Three Cs, the healthcare marketer can expand their messaging from the traditional message around high quality “sick care” to include the consumer tools that provide programs supporting consumer “well care” that delay chronic disease, reduce costs and improve quality of life. Healthcare marketers are uniquely qualified to drive engagement with exactly these types of tools and information.
- With this shift of consumerism + technology driving the healthcare industry. The creation of highly personalized content is extremely important for healthcare marketers. Having unique content and tools for prospective patients to engage in during their unique patient journey’s is paramount in continuing to compete in this highly complex marketplace for healthcare.
- Let’s face it, a patient’s healthcare journey is often complex and it is the first time they are taking that journey Through a patient-centric approach and personalized content, per persona, you are able to simplify the journey for these prospective patients while increasing brand trust and recognition By aligning and simplifying the journey it drives higher lead to patient conversion rates as well as shortens the overall buying cycle for healthcare decisions Win Win = Revenue for healthcare org, patient satisfaction for end user
- Content is king But we need to think of the person and content within the journey that is key Experience with the content is important context
- But churning out content isn’t the answer, it’s really a matter of how well you leverage it to shape and influence that buying decision. We see most consumer brands influence a buying decision through Customer Experience, which is the product of an interaction between an organization and a customer over the duration of their relationship. One of my favorite personal Customer Experiences is with Ikea...
- Screenshot link for better one: https://www.youtube.com/watch?v=WZIRm5FeI-0 Watching a video on YouTube about about a Sony camera, then YouTube recommends a Nikon camera video, or a video about a cat using a camera. We link videos in YouTube, when really we should be “welcoming them home.”
- Stantec multiple hubs/languages
- Back to the Blockbuster vs. Netflix example. Show different ways Netflix organizes content. Blockbuster went bankrupt because of a poor content experience. Netflix is far superior because of the way they tag their content.
- You should always have a tagging structure for you to not only organize content and scale it, but for internal and external discoverability.
- Use this example https://docs.google.com/drawings/d/14dMCgGyTPAotQ82DvjoKPW8uXR8C6LXN5Q1p-hO9kfw/edit https://docs.google.com/drawings/d/1C7zXaZ_cwbMU7EOY9nqGJsEKqzVEtwkFPPWN_CoFtak/edit
- Healthcare example: donor outreach, physician outreach
- Once Blackbaud have identified contacts to nurture, they don’t just send out emails with the hope of getting a click. They build personalized content experiences that not only have beautiful and consistent designs that flow from emails to stream to individual content assets, they structure it in a way that once someone clicks on that CTA, they’re dropped into a content stream that’s specific to the industry and stage of the journey. By delivering a better, more personalized, and binge-worthy experience, Blackbaud is able to build trust with their target buyer and help that person understand how their service can solve the customer’s needs.
- To prove the value of your content impressions and engagement data no longer cut it. You must continually track how the content experiences you produce influence pipeline and revenue. As you can see in the high-level chart, tracking the metrics outlined at each stage of the sales funnel will set your team up to stay nimble when content isn’t hitting the mark to ensure you reach sales targets.
- Following the steps of the framework will help you to start generating results, and see what’s working and what isn’t so you can best align your marketing strategy. You must know your buyer and their journey inside out to be as effective as possible. The Generate Results step isn’t something that you do at the end of a process or that magically just happens where we sit back and see the money pour in while we drink our Coronas. It’s more of a mindset that we need to focus on at every stage. If we do, then at the end we should see impactful results. At every stage we’ve explored, from centralizing to personalizing, we’ve been noting little and big process changes to set ourselves up for a result-oriented outcome.
- Many consumers are becoming to be more familiar with episodic virtual care, where you can see a doctor online to securely diagnose commonly treated conditions However, many do not know that you can leverage virtual care as a follow-up visit or even ongoing support for chronic care management like diabetes or nutritional services In this campaign we used personalized content based on how end users had engaged in virtual care previously to custom tailor a nurture to help them better understand how they could better utilize the mobile application for more consistent care
- Finally, for those of you who made it to the end with us - thank you! And to say a special thanks, we’re giving you access to our testing template we use when we’re testing nurture emails and experiences. You can download it for the next 72 hours at uberflip.com/template. *Seed Questions:* This looks amazing, but like a lot of work! How long does your team take to plan and implement an end-to-end nurture like this? And what are the different tools you’re using to get this done? If you’re building out a new nurture -- one that didn’t previously exist at your company, and you’re leveraging content that you already have, the execution is mainly on the back end. I would say a day to map it out, a day or two to put it together, another day to QA, and another for testing, so give it a week. If you’re reviving a current nurture, you’re going to want to audit the content in the nurture and see how it performed, as well as the emails, so look at your metrics, goals. I’d say it would take a few weeks give or take other projects you’re balancing. As for the tools, a lot of it is automated. Obviously our marketing automation platform, we use Uberflip for content experiences, Bizible for engagement metrics and reporting, Salesforce to report on our campaigns and see where people are in the nurture. And measure success. And I should say that yes while nurtures can be very automated, they’re only automated after we put a lot of manual work upfront doing planning and segmentation. You’ve got this fully baked nurture plan, but how do you keep your sales team from contacting those leads before they’re nurtured? Great question. And one I think a lot of marketers struggle with because you can do all this work creating a great experience and it can completely be derailed when an overzealous salesperson steps in too early. Here I would say that process is important. Giving sales insight into what your nurture looks like, what you’re trying to achieve. You need to set up a lead scoring model that gives them confidence. After that you need to get their buy in that they’re only working leads once qualified. Making sure you’re sharing with them what the strategy is and what the experience looks like will help, but also explaining to them the drawbacks of not waiting should help them pump the breaks. How long does your team run an average A/B test before finalizing a winner and then implementing it? Depends on the test. So for a standard email test we use the same test over several weeks before declaring a winner that we would apply to our other emails. So for us it’s usually a couple of weeks of testing and we try to run different tests every month. A couple of weeks of testing. Above 10,000. The larger sample, the stronger the test.
- Remove?
- remove ?
- My team has been using this A/B testing template since the beginning of this year and the results are already astounding! It’s been challenging everything we THOUGHT would perform. And in the spirit of knowledge sharing, I’m giving away this bonus template for all the live attendees who stay on till the end ;) And with that, let’s get into the content!
- We as marketers spend a ton of time generating leads through our demand generation programs and feeding those leads into nurture campaigns that deliver personalized and irresistible content from top-of-the-funnel blog posts to middle-of-the-funnel webinars to push them down the buyer journey. Then you’ve got your sales team working those scored leads trying get them into the pipeline to close these high-ticket deals.
- Look at this stat from Marketing Sherpa 61% of B2B marketers send all leads directly to sales, despite only 27% of those leads being qualified. You may feel like this is pretty basic. But it’s not as well understood as you might think. Taking this approach not only destroys confidence that sales has in marketing, but also places you at risk for alienating your prospects. I don’t know about you, but when this happens to me, I delete the email and I have a hard time going back to that brand in the future if potentially considering a solution or product like theirs. In the end, this just can’t happen anymore.
- There are tons of scenarios where you could implement a nurture campaign both pre-sale and post-sale, and doing them isn’t enough. We need to do them well. We need to drive high-engagement in order to truly drive results. Poll Question (for slide 11): Now which of these pre-sale nurtures are you currently running, and have found success in? Email subscription Post-download Post-webinar Post-event Re-engagement Close-lost Other
- So when it comes to building engagement in your demand generation experiences, it comes down to a couple of things - channels and cadence. How often are you establishing touchpoints with your leads and what channels are you using -- be it email, ads, direct mail or social messages. Personalized content - we know that personalization is key to high engagement, but what ways are you personalizing and what qualities will trigger certain content being delivered? Experience - what does the environment look like, are you using a nurture stream or destination, are you recommending content and using CTAs to compel that next action? Have you thought about what’s next? And finally, how will you measure success? Engagement is important but without clear goals you won’t be able to determine if your program was successful. Sometimes that’s a demo request, an event registration, or often an MQL conversion
- As I mentioned before, we have a new ebook coming out in a couple of weeks, that I’ve made available to all of you in the resources section. And in it, I was searching for good examples of post-webinar nurtures. I had a hard time finding good ones. So I thought I’d ask. *POLL Question (Slide 33)* What would you want to receive after attending a webinar? More content on the same topic A call from a salesperson Just the recording please Personalized nurture stream Interesting.. Okay we’ll keep this in mind when we put together the follow-up for our webinars.