Chris Boyer on the Power of Personalized Marketing
We interviewed Chris Boyer, Senior Vice President, Digital at ReviveHealth, following his presentation with Chris Bevolo, EVP at ReviveHealth, at this year’s Healthcare Marketing & Physician Strategies Summit.
Their presentation “Personalized Marketing: Moving From Persona to Person” offers a vision of what healthcare marketing can become with the right strategies, competencies, tools, and technologies. Where is your organization on the continuum from mass marketing to 1-to-1 marketing? Here are some excerpts from this illuminating interview:
eHST: What is personalized marketing, and why is it important to hospitals and health systems?
CB: The term “personalized marketing” has multiple definitions. But if we think about it in the purest sense, personalized marketing is about the ability to develop ways to take anonymous interactions with people and start to identify them and their preferences with the intention of ultimately communicating with them on an individual, one-to-one basis. Imagine, as a health system, being able to communicate with patients, family members, and other stakeholders on a level of personalization where you can understand who they are, how they engage with your system, what their interests are, and what their propensity is for future engagement with your organization.
eHST: What are the challenges that personalized marketing addresses?
CB: The biggest challenge, as Chris Bevolo identified in his second book, Joe Public II: Embracing the New Paradigm, is about building engagement. Engagement is the way that health systems are going to develop that top-of-mind awareness and loyalty within their communities. Engagement is also critical to population health management. It sounds almost utopian when you think about that—to develop a way where you can engage and communicate individually to millions of people that your hospital serves.
eHST: Is anyone actually doing this right now?
CB: When we talk with health systems about this, we say personalized marketing is a spectrum. On one end is traditional broadcast marketing. On the other end, it’s personalized, one-to-one marketing. Many organizations today fall somewhere in between. What we try to do is share tips and approaches to move further down that spectrum, closer to personalized marketing. When we talk about personalized marketing, it’s about using tools, technology, and processes to deliver the right content to the right individuals at the right time.
For our full interview with Chris, including why personalization is so crucially important to effective content marketing, read the full story now: What Does a Cutting-Edge Personalized Marketing Strategy Look Like for Hospitals and Health Systems?