4. How do we attract more of the right customers?
Focus on acquiring new customers with the goal of achieving maximum growth through the most cost-efficient means possible. That means being highly targeted and more measurable, like augmenting your data with things like predictive analytics around the health care needs of consumers in your market.
Building “personas” and target customer profiles of who the more persuadable or “likely to switch” consumers are in your market allows you to craft more personalized messages. And finally, distributing them in highly precise media channels and optimizing the campaigns in those channels frequently provides better engagement and conversion rates.
Deploying precision marketing in this way makes marketing more effective and ultimately more cost-efficient.
To thrive in an increasingly consumer-centric marketplace, health care organizations need to act more like consumer-driven brands. That means focusing from the inside out to better understand your current customers and patients. It also means building stronger, longer-lasting personal relationships, ensuring your best customers remain loyal, refer friends and colleagues, and continue to choose your brand.
Finally, it means leveraging better data and insights to drive more cost-efficient, effective marketing programs that guarantee more measurable and consistent growth of new customers.