Phase2’s Director of Digital Strategy, Mike Mangi, explains the fundamental principles of personalization, and shows how Memorial Sloan Kettering, Kaiser Permanente, and ZoomCare are using personalization to enhance their digital patient experience.
Personalization is a tricky strategy for healthcare providers to navigate.
Unlike consumer-focused industries like fast food or online shopping, there’s far greater security and ethical implications when collecting, storing, and using patient data to customize an online experience.
But as patient expectations grow, greater numbers of hospitals and health systems are experimenting with some form of personalization, implementing more intimate and customized experiences across their digital and traditional touch points as a way to improve patient engagement.
Below are a few simple ways to begin implementing effective healthcare digital strategy and website personalization.
BEGIN BY CREATING DYNAMIC VISITOR PORTRAITS.
Analytics, marketing automation, and personalization software can give you important device, location, and behavioral data that you can use to transform an anonymous visitor into a loyal user. For instance, let’s say a new visitor uses their mobile device to geolocate your facility and navigates to an article about heart health with a call to action to subscribe to a weekly heart health newsletter.
Now you know that visitor’s:
health concerns (once opted in)
All this information can now be used to more effectively personalize their experience.
TARGET REGISTERED USERS WITH PERSONALIZED CONTENT.
Once you have the data, you can really begin to effectively tailor the content a user receives.
Let’s continue talking about the same user registered above. Based on the interest in heart health and subscription to the heart health newsletter, you can recommend recipes for a heart healthy diet, articles and programs for heart healthy activities, or even an interactive diet planning tool.
This sort of personalization not only fosters trust and efficiency between patients and healthcare providers, it also develops touchpoints for your brand outside of a patient’s immediate health care needs. In addition, regular doses of relevant information can increase a patient’s compliance to doctors’ health recommendations and encourage pro-active, rather than re-active, personal health management.
OFFER SELF-SELECTION WHENEVER POSSIBLE.
While creating visitor portraits and tracking patient behavior on your site is a great way to begin personalizing content, it is also very time-consuming. If given the opportunity, users will often take advantage of self-selection, allowing you to more easily target them with appropriate content.
Self-selection may take the form of a drop down menu on your homepage which allows your visitors to select from roles, i.e. adult patient, child patient, researcher, or it may take the form of a map that geolocates all of your nearby facilities and provides event details in the patient’s area.
By providing a way for users to identify themselves and their interests you can create a more meaningful patient experience.
Watch our full webinar on healthcare personalization and how omni-channel solutions can transform the digital patient experience.
Looking for more information about how Phase2 is working with leading healthcare organizations and building cutting-edge digital experience platforms? Contact our experts.