The healthcare industry has traditionally relied on outdated marketing methods to reach its target audience. However, with the rise of marketing automation tools, organizations can modernize their marketing strategies, expand their service offerings, and improve the delivery of care.
In this article, we’ll dive into how old-fashioned health institutions use modern marketing automation tools to streamline their growth efforts, improve patient outcomes and engagement, and, ultimately, drive revenue growth.
We’ll explore some examples and discuss the benefits and challenges of implementing marketing automation in this industry.
The healthcare industry needs to adopt modern technology and automation faster to meet patient demands, particularly in marketing. Being late to the technology party is caused by a combination of factors, including regulatory obstacles, data privacy and security issues, and resistance to changes in organizational culture.
Overcoming Regulatory Obstacles in Healthcare Marketing
Regulatory challenges can be a significant roadblock when adopting new technologies or changing existing processes. The changes must comply with relevant laws and regulations, often taking considerable planning and legal approvals.
Additionally, permission from third-party stakeholders, such as government bodies, may be necessary before implementing any changes.
Prioritizing Data Privacy and Security in Healthcare Marketing
Data privacy and security considerations have been at the forefront of concerns for many healthcare companies.
As a result, investing in technology that allows secure data transfer is essential for them. They must take stringent measures to protect individuals’ data from malicious actors because of the high risk associated with specific activities, such as electronic health record (EHR) transfers.
Finally, employees often resist changing practices or introducing automation-based technologies into an organization’s workflow or internal processes. An inherent risk is associated with change on several levels—practical (people may not know how to use the new system), financial (companies may need to invest in training or new hardware), or emotional (fear of job displacement due to automation).
Therefore, companies must invest heavily in effective change management programs to help employees transition more smoothly into newer technologies.
Privacy, Security, and Compliance Are Rare
The modern world has seen accelerated development in technologies available to healthcare, allowing it greater capabilities than ever before.
However, using these advances brings unique challenges, especially when dealing with marketing automation and accessing potentially sensitive data. Finding the right technology that meets all necessary regulations can be onerous as hospitals and other care providers must adhere to specific laws and guidelines around patient data.
Implementing Technological Safeguards and Staff Training
To overcome these challenges, healthcare companies must prioritize data privacy and security.
The challenge of using patient information lies in protecting patient data while fulfilling the objectives of marketing new products and services. That requires a delicate balance between respecting patient privacy and adhering to all relevant regulations.
Healthcare companies launching marketing campaigns involving patient data must take the necessary steps to ensure patient confidentiality is maintained. Developing an action plan with procedures and processes designed to protect personal information will ensure any marketing efforts that use patient data run smoothly.
First, healthcare providers should be clear about how patient data will be used for marketing initiatives and obtain consent from those whose information will be used. Data should also be anonymized if possible—or encrypted if personally identifiable information must be included—to prevent unauthorized use or access by outside parties.
Second, the number of staff accessing patient data must be restricted. Permissions should only be granted on a need-to-know basis, with staff requiring access given clear instructions on security protocols during training. These include asking them to keep their passwords secure and creating internal policies based on compliance laws such as HIPAA to maintain uniformity concerning protections offered by the company.
Third, appropriate technological safeguards must also be implemented when collecting, using, and storing patients’ data. Companies should use software programs such as firewalls, authentication technologies, encryption, and intrusion detection systems to protect online records from security breaches while reducing risk exposure. If a cybersecurity breach happens, they must have an incident response plan to limit the damage and respond quickly.
Staying Compliant with Changing Data Protection Regulations
Finally, healthcare companies must monitor closely any changes in regulations related to personal data protection so they can remain compliant with all relevant laws and best practices throughout their activities involving client information.
Regularly running risk assessments may also help identify potential problems before they arise. With adequate foresight, planning, technology implementation, and employee education surrounding data security policies, healthcare companies can successfully mitigate potential risks associated with leveraging patient information for marketing purposes so everyone benefits safely from these strategies.
Integration Is the Way
Integrating data from multiple systems securely is vital to successful healthcare marketing operations.
Patient data is most often collected and stored across numerous platforms, such as EHRs, customer relationship management (CRM) systems, email marketing solutions, and more.
Pulling these disparate data sources together is challenging and requires technical know-how.
Leveraging AI and Machine Learning for Targeted Campaigns
By unifying sources of information, organizations can capture patient profiles, health indicators, medication history, and demographic details.
Rather than making decisions based on isolated or incomplete patient information, the marketing team has a data repository to help them target their messages.
The insights gained from combining data from different systems make it easier to customize segmentation strategies. Users can be further divided into distinct personas based on their needs.
For example, a health company could use combined datasets to determine in-demand elective care services based on age, gender, and location. That would enable it to create targeted campaigns with competitive prices for each demographic.
Furthermore, connecting patient feedback from social media or other sources helps healthcare companies identify potential risks or opportunities—aspects that otherwise would go unnoticed due to siloed approaches in the business when collecting such insights.
Enhancing Patient Experience Through Personalized Strategies
Additionally, with the help of machine learning technology, marketers can identify trends and apply them quickly across several channels, providing patients with a holistic experience.
For example, AI-based analytics capabilities can help detect specific user behavior patterns so marketers can adjust their strategies or take preventive measures when potential problems arise.
Putting together data from different software applications is essential for marketing teams to optimize campaigns while adhering to security protocols in the healthcare sector.
The integration provides them with greater accessibility to pertinent data. It allows them to design campaigns tailored to patients’ unique needs and with targeted messages showing they genuinely understand them and their health journey.
Prioritizing Data Privacy in Healthcare Marketing
Despite the benefits of modern technology, healthcare needs help adopting it into its marketing efforts.
Regulatory obstacles, data privacy and security concerns, and resistance to changes in the company culture are all contributing factors to this slow progress.
To overcome these challenges, healthcare providers must prioritize data privacy and security by implementing technological safeguards, restricting access to data, and staying updated with changes in data protection regulations.
Additionally, integrating data from multiple systems can provide a wealth of patient profiles, demographic details, and health indicators that can be used to create effective and personalized segmentation strategies.
By doing so, healthcare providers can provide a more comprehensive and engaging patient experience.
Kizen’s data platform is built with privacy and security at the forefront. We make industry-tailored, revenue-driving tools to supercharge your operations with data.
We have the resources and expertise to deploy in weeks to prepare your organization for whatever’s next in healthcare. Connect with us through our website, and we’ll schedule a time to chat.