Best Practices for Creating Personalized Experiences That Customers Value

// By Marlene Kurban //

While 75 percent of consumers prefer to do business with organizations that create a personal, relevant shopping experience, 60 percent don’t think the communications they receive from healthcare institutions meet the mark.

With more and more patient acquisition processes occurring online — from health research to appointment scheduling — dynamic personalization presents an opportunity to enhance the customer experience. Consumers get value by quickly and efficiently finding relevant information they desire, while health systems can cross-promote services, improve loyalty, and increase patient volume.

Done correctly, personalization is a win-win, but it has not necessarily been embraced by compliance departments. Delivering a truly personalized experience requires storing information about a visitor’s engagements and interests, and healthcare marketers are understandably concerned about protecting patient privacy and abiding by HIPAA laws and the HITECH Act. But it is possible to be HIPAA-compliant and still present relevant and timely web information to visitors without being intrusive.

John Ours, CEO of Paragon, Matt Hummel, chief experience officer at Paragon, and Jeff Cheal, director of product strategy at Episerver, shared real-world examples and best practices to optimize hospital websites during the recent eHealthcare Strategy & Trends webinar, “Dynamic Personalization in Healthcare Websites: How to Use Personalization to Enhance the Customer Journey While Ensuring HIPAA Compliance.”

The three experts, who have worked with organizations such as Duke Health, Cleveland Clinic, and Johns Hopkins, discussed how to use personalization tools to customize healthcare experiences, protect PHI, and drive patient volume by delivering the “Amazon-like” digital experience that consumers have come to expect.

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