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How Data and Customer Experience are Transforming Healthcare Marketing

Debora Haskel

As I mentioned in last week’s summary of the Loyalty Expo, I went from there to Manhattan for MM&M’s Transforming Healthcare Conference to learn about the latest trends in healthcare marketing. I last attended this conference in 2013 when the focus was on the impact of the Affordable Care Act (aka Obamacare) on Healthcare Communications. This year, my colleagues Michelle Peel, Tom Hexamer and I were intrigued to hear how the theme, “Day of Disruption,” would fill the sessions.

The first speaker, Michelle Polz, Head of Patient Insights at Biogen, had everyone listening intently as she described what it takes to merge drug treatments with design, services and solutions to best meet the demands for better quality care at lower cost. In order to engage consumers, the healthcare community must now understand customer experience, technology and big data. We know the same applies to engaging consumers in direct marketing.

Speakers throughout the conference referred back to Michelle’s session and echoed her observations. One observation that resonated with us was Michelle’s statement that it’s important to listen to the voice of the patient, not just data, to make progress with disease management and wellness initiatives. As she said, “data tells you where to go, but you need to apply a human touch to drive desired results.” We heard a similar theme at the Loyalty Expo.

Next up on the agenda was another topic with reach beyond the healthcare community. “Inspiring the Future 40” was a panel discussion that focused on how to bring the best talent into healthcare and inspire them to greatness. The panelists, all named by MM&M as “Top 40 Healthcare Transformers,” had some great ideas. Here are two I captured and underlined for emphasis in my notes:

  • Focus on those who have potential, not just the performers.
  • Where others say “no,” try to find the “how.”

When we talk about customer experience at IWCO Direct, we often note that expectations about our collective professional experiences are based on our personal experiences as consumers. The same applies in healthcare where expectations for customer experience are based on other experiences. This means that healthcare consumers now expect a series of “orchestrated and personalized touchpoints.”

It was fascinating to hear Drew Miller, Creative Director at frog design, talk about how the mandated shift toward “outcomes-based care” is driving a change in the approach used by various members of the healthcare community to deliver a better user experience. Part of that change in approach is a focus on “personalized medicine” and “precision medicine.” At the risk of sounding glib, we developed our Proprietary Intelligence model to deliver personalized direct marketing with precision.

While the theme of the conference was “Day of Disruption,” we walked away with a different impression. It was a day of insight for us. We’ll be writing more about how healthcare marketing is being transformed – especially for Millennials who we learned are being described as “The Worried Well.” Check back soon to learn more.

link https://www.iwco.com/blog/2015/05/13/transforming-healthcare-marketing/
Debora Haskel

Author

Debora Haskel

Vice President Marketing and Corporate Communications. Graduate of Syracuse University. Member of the Forbes Communications Council. Bringing the “there’s no such thing as good enough” philosophy to IWCO Direct since 2000. Single Source Award winner while at Banta, antique auction aficionado, and New York Yankees supporter since age 4.

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