O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

The Power of Personalized Content in Healthcare

217 visualizações

Publicada em

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.

Publicada em: Marketing
  • Seja o primeiro a comentar

  • Seja a primeira pessoa a gostar disto

The Power of Personalized Content in Healthcare

  1. 1. The Power of Personalized Content in Healthcare @UBERFLIP
  2. 2. @uberflip Agenda ● The state of healthcare marketing ● The power of personalization in healthcare ● A framework for building personalized experiences ● Personalized marketing examples
  3. 3. @uberflip Healthcare and the Three Cs Consumerism, Chronic Disease & Costs
  4. 4. @uberflip Industry Shift To Consumerism Driven by Consumer Choice & Transparency
  5. 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. 6. @uberflip Today’s Patient Journey Personalized Patient Journey
  7. 7. @uberflip Today’s Buyers Are Digital First
  8. 8. @uberflip of buying decisions happen before speaking to sales 70% — SiriusDecisions
  9. 9. @uberflip Content Is How You Influence and Shape the Conversation
  10. 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. 11. How Well Do You Influence Buying Decisions with Content?
  12. 12. @uberflip WHAT DOES A GOOD CONTENT EXPERIENCE LOOK LIKE? ENVIRONMENT STRUCTURE ENGAGEMENT
  13. 13. @uberflip Placement ENVIRONMENT Design Display Visual aesthetics
  14. 14. @uberflip Organization Navigation Tagging Curation STRUCTURE
  15. 15. @uberflip ENGAGEMENT Personalization Relevance Consistency Contextual CTAs
  16. 16. @uberflip Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins
  17. 17. @uberflip PERSONALIZED CONTENT EXPERIENCES 7 CONTENT ASSETS PER VISIT. That was 3x the average visitor to their resource center.
  18. 18. @uberflip Personalization When it Matters Right Person Right Message Right Time =
  19. 19. @uberflip HOW CAN I CREATE PERSONALIZED CONTENT EXPERIENCES AT SCALE?
  20. 20. @uberflip The Content Experience Framework
  21. 21. RANDY FRISCH | @RandyFrisch | #conex NEED CONTROL OVER ENVIRONMENT
  22. 22. RANDY FRISCH | @RandyFrisch | #conex
  23. 23. RANDY FRISCH | @RandyFrisch | #conex
  24. 24. RANDY FRISCH | @RandyFrisch | #conex TAGGING STRUCTURE
  25. 25. RANDY FRISCH | @RandyFrisch | #conex INBOUND
  26. 26. RANDY FRISCH | @RandyFrisch | #conex DEMAND GENERATION
  27. 27. RANDY FRISCH | @RandyFrisch | #conex ACCOUNT BASED MARKETING
  28. 28. RANDY FRISCH | @RandyFrisch | #conex SALES ENABLEMENT
  29. 29. RANDY FRISCH | @RandyFrisch | #conex $100,000 IN PIPELINE FROM ONE EMAIL NURTURE
  30. 30. RANDY FRISCH | @RandyFrisch | #conex CONTENT INFLUENCED PIPELINE AND REVENUE
  31. 31. RANDY FRISCH | @RandyFrisch | #conex 100% INCREASE IN MONTHLY LEADS GENERATED.
  32. 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. 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. 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. 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. 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. 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. 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. 39. Screenshot hereCreate dedicated content experiences for each campaign. Evolent Health creates experiences for events and personalized sales outreach. Dedicated Campaign Destinations
  40. 40. Screenshot hereCreate dedicated content experiences for each campaign. Evolent Health creates experiences for events and personalized sales outreach. Dedicated Campaign Destinations
  41. 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. 42. Jason Oakley Senior Product Marketing Manager at Uberflip Kyle Chandler Vice President, Marketing Services at Hileman Group

×