Many healthcare marketers are struggling with multichannel campaign planning, design, execution and measurement. Often, a paradigm of thinking about member or customer campaigns as traditional direct mail, with perhaps some email marketing, still exists and other channels are viewed as “everything else.” In fact, the ownership for digital, web, mobile, etc., may exist in other departments. One of the biggest challenges facing healthcare marketing teams at all levels is to organize teams, resources, data and technology around what matters most – how your customers and members are engaging with you at all levels, all touch points.
Start With 2
An area we are speaking about with our clients, depending on their data and marketing technology maturity, is to start with a basic understanding of how their customers are engaging with their brand across a minimum of 2 channels and then build out from there. What do your members look like overall and then how do they interact with you in a specific channel, say digital, and what are the differences? Only in this way will you begin to get the valuable insights your business needs to make improvements, foster engagement and improve results over time.
There are three keys to success:
- Create a multichannel customer engagement “roadmap” – Does your channel and marketing team have a “roadmap” about how to improve engagement across channels with your customers over time? Are they tracking the right analytics, both online and offline, to make the right adjustments to improve the user experience?
- Develop customer engagement profiles – Do you know what types of customers are actually engaging with you over the web versus those that are not? For instance, many marketers may think that most web users are inherently younger than those that don’t engage through that channel. However, for one client, we determined that for some segments they were actually older!
- Deploy actionable insights that enhance your marketing and campaign strategy, what you are measuring and how results can impact the member or customer experience. For instance, you may be looking to create greater adoption of members servicing via the web as well as improving the user experience and satisfaction levels – two distinct measurement strategies requiring different approaches.
Lastly, healthcare marketers need to make sure to create an organization where they can start to test multichannel engagement and learn how to impact customer engagement experiences. Too many organizations today still operate in silos where the web or digital is viewed as separate from what is taking place with the call center or through direct mail and email contacts. Companies that move aggressively to integrate all channel activity so they get a complete view of the member’s experience will improve retention and satisfaction scores dramatically.