Health network shows that yes, personalization is a thing — and it works

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Indiana-based nonprofit healthcare system Community Health Network (CHN) is leveraging personalization to improve patient experience and communication. That’s saying something considering the strict limits it faces regarding patient privacy thanks to HIPAA regulations. “We pride ourselves on offering convenient access to healthcare services where and when patients need them — in hospitals, health pavilions and doctor’s offices, as well as workplaces, schools and homes,” said Debbie Kenemer, executive director of digital marketing at Community Health Network. “Our digital properties have to be equally focused on our patients and their needs.” Community Health Network is the largest Indiana network of primary care physicians, managing over 200 sites of care and affiliates throughout Central Indiana. The network’s continuum of care also integrates hundreds of physicians, specialty and acute care hospitals, surgery centers, home care services, behavioral health and employer health services. Serving personalized content to patients — and keep up with HIPAA compliance — required CHN to take a “crawl, walk, run” approach that started with getting a better understanding of what types of content are most important to healthcare consumers. To do this, CHN integrated a combination of CRM data, paid social campaigns, to its personalization platform to measure content that different personas were consuming on the same landing page. Source: Acquia’s “Crawl, Walk, Run” approach to implementing personalization The team defined UTM parameters to identify which persona was visiting the landing page and track and measure engagement activities with different content blocks on the page. Their findings revealed that each persona had very different goals based on the calls-to-action they engage. “Personalization helps us better understand our site visitors and put more relevant and specific information and services in front of them,” Kenemer said. This data enabled the team to move forward in creating personalized patient journeys that deliver content to the user based on their persona and goals. Balancing the hype With consumers increasingly telling brands what they want through digital signals and direct feedback, it makes sense that marketers are focused on delivering personalized messaging and experiences to meet their needs. “It’s clear that consumers have had enough of irrelevant communication from brands that fail to leverage personal preferences and engagement history,” said John Nash, chief marketing and strategy officer at customer data platform Redpoint Global. “Every buyer expects to be treated as a unique individual.” Yet despite brands increasingly making room in their martech budgets for personalization …

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The Trade Desk SVP helps agencies understand the changing trends in media consumption

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The 8 Best Social Media Marketing Companies of 2020

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30-second summary: Data paralysis is a natural consequence of the marketing technology businesses use daily, but there are tools that can help manage the proliferation of data so that it can be used efficiently and effectively. In this post, we review five tools, each of which help mitigate the data paralysis connected to a specific area of data usage including CRM, lead management, business insights, customer experience, and website traffic/campaign analysis. The tools listed here are examples of the technology that exists to help manage and leverage data. There are many more tools available, so be sure to research solutions that fit within your budget and business type. Data paralysis is a real problem. The proliferation of martech tools and marketing touchpoints has created a wealth of data which, while a boon for businesses, can also present challenges when it comes to data management, analysis, security, and consistency. A 2018 …

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