Today, personalisation isn’t just a nice-to-have for healthcare brands looking to provide a better customer experience – it’s a must. People are willing to provide organisations with their data in return for a personalised experience. And if you’re not doing it, they will go to a competitor who can.
Delivering personalised content at the right time, to the right person, on the right channel, can significantly boost customer engagement and ultimately help achieve your organisation’s digital goals.
Companies that lead in customer experience outperform laggards by nearly 80%. 1
When someone visits a healthcare provider’s website, whether as a patient or a consumer, it’s usually because that person has a need. Providing the right content at the right moment not only helps people discover the thing they need quickly, but it can also create a trusted connection with your organisation.
For the healthcare brand that truly cares about its customers, personalisation is essential.
Here’s our four reasons healthcare marketing should use personalisation.
1. Customers expect it
Changes in consumer demographics and healthcare needs over the past decade have driven a huge rise in new private sector entrants to the healthcare market, and with it, more competition. This increase in competition has allowed consumers to become choosier and demand results from their healthcare choices. Today’s patients expect better outcomes from their healthcare provider.
As more discerning, 'digitally-savvy' consumers exert greater influence on the healthcare system, new entrants from industries such as retail, telecommunications, technology, and wellness and fitness have been appearing. And these industries have been leading the way for some time in delivering better digital experiences for consumers. Healthcare providers need to catch up quickly!
Consumers today expect a consistent, relevant experience across all organisation touch-points, and they expect your organisation to know who they are, what their problem is, and what they need.
By using personalisation, healthcare brands can deliver patients and customers relevant information that will benefit them, guide them through the products and services they'll be interested in, and adapt to their behaviour, in real-time.
2. Improve the digital experience
Research from PwC found that close to half of all consumers – 49% – believe that the healthcare customer experience they’ve encountered is satisfactory.2
Healthcare consumers today expect the digital experience to be the same, if not better than, the real-world face-to-face experience. It’s usually the channel upon which people make the decision to use your services or buy your products – or not.
Each visitor to your website will be taking different journeys to and through it, in order to find out more information, download a leaflet, secure an appointment, book a session, or purchase a product. If a visitor hits a website that tailors their journey and offers them relevant content or products at the right time, they’ll be more likely to convert, and return to the website in the future.
Digital transformation is critical for the long-term survival of healthcare providers, and digital experience will be the differentiator.
With a digital experience platform like Sitecore running your website, you can specify the conditions under which content on your website is delivered to a visitor. This can be based on where they’ve come from or what they do. Visitor profiles/personas can also be used to dynamically adapt the content shown to different website visitors, in real time. You can even design customer journeys, assess where people are on that journey, and use triggers to move them through the journey based on where they are at any given moment.
Healthcare organisation need to invest in a digital experience platform that will not only meet customer needs and expectations, but will surpass them.
3. Beat the competition
Urgency around improving the digital customer experience doesn’t seem to yet be a priority for the majority of healthcare organisations. It’s a simple fact that many brands in the healthcare industry are not meeting consumer expectations when it comes to personalisation.
This lack of uptake presents a huge opportunity for the healthcare organisation that wants to invest and make a start on delivering individual experiences to consumers that surprises, delights, but most of all, meets their needs. The benefits are vast.
There have been numerous examples of how improving the digital experience can result in better operational efficiency and enhanced financial performance.
Instead of running the risk of dissatisfied potential customers and patients deserting your website and heading over to a competitor’s, you should be investing in the right technology, and exploring ways to outperform your competition by tailoring the online experience to customer needs.
Healthcare organisations need to act now to deliver a digital experience that drives awareness and consideration, builds trust, and treats each patient or consumer as an individual, or risk losing out to the competition.
4. Save cost, increase revenue
If you’ve read our guide, How Improving the Digital Experience Can Drive Better Outcomes for Healthcare Brands, you’ll have seen that predictive analysis, of which personalisation is a huge part, is big business across all industries.
Healthcare is no exception.
47% of healthcare organisations are already using patient data predictive analytics.3 Both predictive analytics and personalisation are helping organisations save cost and make long-term commercial bets on revenue and profitability. In fact, 57% of healthcare companies think predictive analytics will save them 25% per year.4
From forecasting what illnesses and diseases will become major problems in the future to personalising healthcare for patients based on their medical background and current state of health, such as recommendations on improving fitness through to lifestyle advice, predictive analytics and personalisation will deliver a better customer experience, improve conversion rates, and ultimately create more revenue.
Organisations that personalise the digital experience can see a 19% increase in key digital conversions and revenue increases of up to 10%.5
How we can help
Personalisation is a powerful tool that is critical to the survival of healthcare brands. In order to meet consumer and patient demands, and in order to compete, healthcare organisations need to invest in technology and digital channels centred on customer needs.
Investing in a digital experience platform with the right personalisation and marketing automation tools in place, so that your organisation can start to create and deliver content in context at the right time, in the right place, on the right device, will help lead to better outcomes for the business, and for the customer.
We’ve worked with companies across the healthcare industry – from med-tech to fitness – helping them deliver an amazing personalised experience for their customers, leading to better customer retention, increased acquisition, and improved revenue.
If you’d like to know more how we could help your organisation get started and beat the competition, just get in touch.
- 1 Forbes, 50 Stats that Prove the Value of Customer Experience, 24 September 2019
- 2 PwC. The Birth of the Healthcare Consumer
- 3 Society of Actuaries, Healthcare Analytics Report
- 4 PwC, Healthcare Report – Emerging Trends
- 5 Sitecore / Qubit research
4 Reasons Healthcare should us Personalisation is part of our series of articles dedicated to the healthcare profession: