Penrod Blog

5 Examples of Personalized Marketing in the Health and Life Sciences Space

09/11/19

Marketing is all about bringing the right message to the right person at the right time. And while personalized marketing isn’t necessarily new, its popularity is skyrocketing. Penrod looked at an array of examples and highlighted five standout ways that personalized marketing is changing healthcare as we know it.

Thanks to personalized healthcare marketing, providers can easily grow their patient bases, highlight expanded-care options, and increase engagement – all while offering information specially tailored to an individual’s specific needs. From telemedicine to curated content and patient portals, Penrod reviewed some of the most innovative ways personalization is having a huge impact in the health and life sciences vertical. Which of these can your organization benefit from using?

1. Telemedicine or “Doctor on Demand”

A doctor’s visit can be expensive and time-consuming, not to mention complicated with having to juggle work and family schedules. One option to help ease both the time crunch and financial burden is telemedicine. Telemedicine is the remote online delivery of healthcare services, such as health assessments or consultations. Providers can assess symptoms, diagnose conditions, and write prescriptions using phone or video conferencing technology. Because people often use it for minor and non-urgent medical needs, it’s a cost-effective option for providing healthcare. For those who are homebound or have physical limitations, it can help them stay in regular contact with their care team and make changes to their plan as needed.

 

2. Online Therapy and Support

Online therapy is a growing specialty area of telemedicine. These portals connect patients with licensed mental health therapists across the country or simply across town. Therapists provide personalized care for a variety of conditions and tailor their approach to each person and their unique needs. After taking a healthcare needs assessment, patients are matched to a mental health provider they can connect with via text, online chat options, or even video conferencing. It’s another way personalized healthcare is helping reach people wherever they are, whenever they need it, so they can be their best selves.

3. Personalized Health Recommendations from AI

Sometimes patients have medical-related questions that don’t quite warrant a doctor’s visit, but they still want guidance from a source that’s more reassuring, and reputable, than a random web search. Now individuals can get the information they seek with interactive virtual assistant apps. These apps use AI algorithms to search medical literature covering a multitude of conditions. Patients can “talk” with a chatbot about their questions and get personalized answers. The bots can also use this information to connect individuals with doctors in their area who treat specific conditions, should they want to see a provider in person.

4. Curated Content in Patient Portals

Many patients today have access to secure, online health portals where they can easily schedule appointments, review past appointments, order prescription refills, or even message their healthcare team. Providers often use this in connection with Salesforce healthcare instances, but some apps go even further. By connecting with the patient’s electronic health record (EHR), healthcare providers are able to build a dynamic dashboard with personalized content based on their profile and health data. Customized content may include diet-specific recipes, exercise recommendations, or tips on relaxation and stress management. With the information available right when they log into their portal, it’s an easy way for patients to stay actively engaged in their health.

 

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5. Personalized Emails – and Support – for New Moms

A new baby is a wonderful addition to families, but it’s also a big change, especially for first-time parents. Healthcare providers are always looking for new ways to help parents through this transition. Many healthcare systems have robust online resources, including tips, education seminars, and mom-centric groups, such as La Leche League. Now, thanks to email automation, healthcare providers can deliver this information straight to parents’ inboxes. With a few clicks, moms (and dads!) can select topics and receive emails tailored to their specific interests. It’s relevant information delivered right to their inbox – so they can spend less time searching websites and more time with their new bundle of joy.


It’s time to expand your organization’s personalized healthcare marketing efforts. Penrod can help! Contact us today.