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3 Personalization Trends Healthcare Leaders Can’t Ignore in 2020

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It’s no secret that healthcare systems are working hard to evolve to be more customer-centric. Brands like Facebook, Amazon, and Spotify have used personalization tactics to create brand loyalty for years and consumers have now come to expect personalized interactions with any brand.
Not surprisingly, patients (who are also consumers) have come to expect this same level of personalization from their healthcare providers.

In this webinar, digital patient experience experts from Phase2 and Acquia will unpack 3 key personalization trends that every healthcare system should have on their radar while planning for 2020.

In this webinar we will discuss:
- Top patient experience martech trends you should consider
- How to leverage patient marketing data to improve the experience while maintaining privacy & compliance
- Why leading healthcare systems are investing in bespoke marketing platforms with integrated best of breed tools

You’ll come away from this webinar with actionable insights to evolve your martech strategy to provide one-to-one connection in healthcare to drive patient acquisition, better outcomes, improve healthcare value, and grow brand loyalty.

Published in: Technology
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3 Personalization Trends Healthcare Leaders Can’t Ignore in 2020

  1. 1. 3 Personalization Trends Healthcare Leaders Can’t Ignore in 2020
  2. 2. Speakers Mike Mangi Innovation Director and Healthcare Expert Phase2 Karina Schuelke Martech Strategist Phase2 Theresa Anderson Personalization Strategist Acquia
  3. 3. Personalization
  4. 4. Why Personalize In Healthcare? Improve patient experience and health outcomes Improve patient acquisition Improve patient retention Compete in a changing market 1 2 3 4
  5. 5. would pay more for notifications when preventative or follow-up care is needed of the respondents said they use a wearable or mobile app to manage their lifestyle and healthcare conditions Based on a recent study conducted by Accenture Changing Patient Digital Expectations
  6. 6. Personalizing The Patient Experience
  7. 7. Leveraging Patient Data For Personalization Anonymous User Behavior Data Third-Party Data Opt-In Data EHR
  8. 8. Demographic Personalization
  9. 9. Understanding the patient journey
  10. 10. Understanding the patient journey
  11. 11. 3 Key Personalization Trends to look out for in 2020 Moving Beyond The Cookie Cutter Patient Portal Personalization Tool Maturity in the Martech space Improving Patient Experiences With Biometrics 1 2 3
  12. 12. Personalization Tool Maturity1 Trend
  13. 13. The Tools of Personalization DATA MANAGEMENT CONTENT SYNDICATION
  14. 14. Digital Experience Platform in Action Experience DeliverySocial Mobile DeliveryEmailWeb
  15. 15. Each Platform Contains Valuable Data Experience DeliverySocial Mobile DeliveryEmailWeb Data Data Data Data
  16. 16. And Relevant Content Based on That Data Experience DeliverySocial Mobile DeliveryEmailWeb Content Data Content Data Content Data Content Data
  17. 17. Digital Experience Platform in Action Experience DeliverySocial Mobile DeliveryEmailWeb
  18. 18. To Automate, Personalize, and Measure the Entire Patient Lifecycle Intelligent orchestration Web Automated, 1:1, real-time experiences on the right channel DELIVERY ORCHESTRATION CONTENT + DATA DataContent Social Mobile Email
  19. 19. CRM vs. CDP
  20. 20. Rise of Customer Data Platforms (CDPs) for Healthcare ● Single view of the patient for all patient data outside the EHR Used to create a cohesive patient experience based on this single database ● Sits at the heart of creating a personalized patient experience
  21. 21. Improving Patient Experiences With Biometrics2Trend
  22. 22. Beyond The Clipboard https://www.newyorker.com/cartoon/a20017 Has your address, insurance, or family relationship changed since you started filling out these forms? ““
  23. 23. Biometrics Trend #2
  24. 24. ENCOURAGING ENGAGEMENT WITH DESIGN & GAMIFICATION
  25. 25. Moving Beyond The Cookie Cutter Patient Portal3Trend
  26. 26. 20 Million Connected Healthcare Devices in 2018 Health Data Digital Channels Marketers need an inexpensive way to connect to healthcare devices in order to consolidate the data and push relevant information to their patients.
  27. 27. Marketers Need a Connected Technology Solution Simple way to get consistent and relevant messaging to their customers - across all digital channelsSIMPLE FLEXIBLE SCALABLE Flexible system that can meet both current digital requirements and allow for future growth opportunities Scalable infrastructure that can maintain multiple digital experiences while reducing development costs and operating costs
  28. 28. The Value of Open Source Freedom Proprietary software = locked source code, slow release cycles, limited integrations No licensing fees Lowers total cost of ownership Minimize IT costs with cloud-computing technologies
  29. 29. The Value of Open API API Key
  30. 30. Acquia’s Digital Experience Platform EXPERIENCE FACTORY MARKETING HUB Customer Success & Support Services Endpoints&MartechIntegrations ACQUIA DAM MAUTIC OPEN MARKETING CLOUD ACQUIA LIFT ACQUIA JOURNEY ACQUIA COMMERCE MANAGER DRUPAL (ACQUIA LIGHTNING) UNIFIED PROFILE MANAGEMENT ACQUIA CLOUD ACQUIA CLOUD SITE FACTORY Dev Tools — Acquia Dev Desktop / Acquia Cloud CD / Acquia Pipelines
  31. 31. Acquia’s Marketing Hub Acquia Journey Connects to any disparate systems and touchpoints to orchestrate advanced DXP use cases Acquia Profile Manager Collect data to build unified user profiles and segment visitors based on unique characteristics Acquia Lift Personalize website content to drive engagement, conversions, and loyalty Mautic Multichannel campaign management for simple automation of web, email, SMS
  32. 32. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Using Acquia Lift to: Place right message in front of user at right time. Customize each user experience based on data. Increase conversions on site for Request Appointment, Download, Form Completion The Result: ● 3x conversion rate for users who saw personalized content for “Request an Appointment” compared to those who did not. ● 91% conversion rate for “Request an Appointment” for users who saw personalized experience Prioritizing Personalization on ecommunity.com
  33. 33. Getting Started
  34. 34. PEOPLE TECHNOLOGY DATA PROCESS
  35. 35. Understanding Your Tech Stack
  36. 36. Questions? Thank You! Acquia Contact Info: acquia@themarketingteam.com

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