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How to Create Opportunities Through Online Personalization in Healthcare Marketing

Make Healthcare Marketing More Personal

About three out of four online consumers are frustrated by website content that is not personalized and about the same number have chosen, recommended or paid more for a brand offering personalized experiences. These days, tailoring online user experiences with one-to-one messaging is no longer optional, it’s expected. And with few things as personal as our health, the demand for content customized to the individual patient is on the rise.

From booking appointments to researching conditions and purchasing treatments or services, more and more of the healthcare process is happening online. This shift has created (often untapped) opportunities for healthcare providers and professionals to tailor messaging on an individual basis without crossing privacy lines.

If you’re looking for ways to give your healthcare marketing an edge with increased personalization, here are two ways you can start transforming your messaging today.

Dynamic Content and Personalized Calls to Action

Potential patients searching “causes of cloudy vision” versus “cataract surgeons near me” are at very different stages on their eye healthcare journey. A person searching for answers to their cloudy vision may not need, want or be ready to receive information on cataract surgery or fill out a consultation request. Your website’s content and calls to action should reflect those differences and speak directly to each user’s specific needs and wants.

Dynamic website content allows you to personalize the user experience for each and every single visitor to your site depending on their browsing history, location, demographics and other known data. Instead of a static page, the user in the previous example can be served a call to action to explore helpful articles on the topic of cloudy vision, which might be more appropriate, more relevant and more likely to turn that visitor into a patient.

Segmented Email Marketing with Relevant Information

When it comes to email marketing, list segmentation offers nearly endless opportunities for personalized messaging. Because nearly all of us check our inbox at least once a day, it’s likely you know firsthand how well personalized emails can perform.

Dividing email lists into groups based on shared characteristics—like patients over 50, guardians of underage patients, etc.—has been proven to boost open and click-through rates by almost 19 percent and 22 percent respectively, according to MailChimp. That’s because this process allows your emails to be relevant, timely and valuable. In other words, your senior-aged patients won’t receive an email promoting a kids’ teeth cleaning special and vice versa.

Whether your healthcare practice’s goal is to attract new patients or nurture existing ones, the modern advertising landscape has made an all but complete shift favoring one-to-one messaging. Don’t let your business fall behind.


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