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3 ways to build a patient-centric marketing plan using data

About the webinar

In today’s competitive healthcare landscape, attracting and retaining patients requires careful planning, highly targeted messaging, and plenty of data to ensure patients feel seen and understood by your marketing efforts.

This webinar equips marketing teams at healthcare organizations with the tools and knowledge to leverage data and analytics for success. In under an hour, you can walk away with actionable strategies to develop data-driven marketing plans that will reach the right patients with the right message. Additionally, you’ll learn how to boost patient engagement and loyalty while improving your marketing campaign ROI.

In this session we will:

  • Learn how to analyze data to identify market opportunities, unmet needs, and service line expansion possibilities
  • Create audience segmentation and build patient personas for targeted marketing campaigns
  • Personalize your marketing content and messaging for each audience, navigate privacy concerns, and craft offers for maximum patient engagement

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Our speakers

Michelle Liro SVP, Marketing

Michelle Liro

SVP, Marketing

Michelle Liro is vice president of demand generation at Definitive Healthcare. She has been working in B2B marketing for more than 20 years, with a focus on developing successful omnichannel B2B demand generation and public relations strategies for companies in the technology, healthcare, and life sciences industries.

Sara Evers Senior Customer Success Manager

Sara Evers

Senior Customer Success Manager

Sara is a seasoned health care marketer turned Customer Success Manager with 9 years of marketing and healthcare experience. She supports Population Intelligence customers in leveraging data to extract meaningful insights about communities within their market. She’s passionate about helping her clients build marketing strategies that drive growth and result in positive experiences for their patients and consumers across every touchpoint in the care journey.

Read the webinar transcript

There’s recent data from, McKinsey, this forty percent that I referenced here. There’s a recent McKinsey marketing companies that personalized their marketing outreach, improve their results by as much as forty percent. And, you know, so not only from a revenue perspective is this important, it’s also going to just drive increased relevance. You’ll be able to deliver much more targeted messages that are going to resonate with the patient needs.

You’re going to reduce that extra marketing spend. You know, you don’t need to focus as much on, like, mass marketing. The other reason this is really important is back to what I mentioned before. There are more channels than ever.

I mean, there’s, like, TV, radio, billboard, you know, let alone all the digital all the social media channels. There’s just so many different ways to reach consumers today.

So doing this upfront segmentation, really understanding your audience is not only going to improve the effectiveness of your campaigns, it’s also going to allow you to do that in a more cost effective way, especially in a world now where you have to consider so many different channels that you need to reach people on.

So a few ideas for segmentation. I’m sure for most of you, these are kind of straightforward and obvious, but just want to talk through a few of them.

But, you know, you’ve got your standard demographic data, things like age, lifestyle, gender, income, location. You know, here we’ve got an example. You could target some wellness programs to young adults or offer a senior focused healthcare screening program.

Of course there’s also the behavioral data. Some of this you might actually be able to get from, I would call it like first party data. You’re going to get it from your own EHR system or, maybe not your website because of all the HIPAA compliance now and the ability to track what people are doing on your website is maybe a little bit more limited.

That being said, you know, you can look at things like appointment history, you know, you can use your EHR, EMR data to look at things like appointment history, preventative care utilization, right? So some of those behaviors that people might be exhibiting that wouldn’t indicate, that maybe it’s time in this example, you know, targeting patients overdue for a mammogram or offering educational services to people who have been researching a specific, health condition.

The other area I wanted to talk about that I think is a little bit maybe not talked about as much is using clinical propensity models.

So this goes beyond just demographic and behavioral data. This is really about identifying patients that are most likely to have a specific condition or specific behavior.

You know, Sara’s been giving us these examples, she’s going to talk again about an example, but, you know, like which patients, like finding patients that have the highest propensity that are likely to need a knee replacement. Right?

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