WHY IS PERSONALISED MARKETING IMPORTANT FOR HEALTH INDUSTRY?

Publish date:

• 17th November, 2023

Players in the health industry ( hospitals, nursing homes, doctors, insurance companies, and so on ) have been given a gift by Salesforce Inc. the gift of a cloud-based product just meant for those working in the health industry. It’s called the health cloud and is deployed via Salesforce Implementation Services. It’s so cool that it has been singing its plans for years. It creates loyalty & bond with patients as well as increases revenue.

Below are the ways personalised marketing brings dividends to the health industry businesses via Salesforce Implementation Services:

1. Service queue optimisation. Service line optimization enables healthcare providers to recognise the relevant department for the patients. This strategy ensures the best care and reduces administrative time & expenses. In marketing terminology, service line optimisation is the healthcare synonym for multi-channel engagement & journey optimisation.  It’s about engaging with patients ( and their families ) via different mediums with customised messaging to educate them on the right service line/queue that’s just right for them. Then direct them to relevant lines on follow-ups and so on. Healthcare providers need to realise the value in personalised email / texts / WhatsApp messaging that is meant for one patient. No cookie cutter approach say firms providing Salesforce Implementation Services. Devote time, energy, and automation in the personal and relevant touch. It delivers long-term results. In years they will notice CRM-led revenue and appointment success.

2. Customised engagement gets patients to show up for appointments or follow-up sessions. Appointment adherence is a major issue for healthcare businesses – nearly 20% of patients don’t show up for appointments. This leads to a loss in major revenue for the establishments.  Plus, many patients come without the prepping needed for follow-ups rendering them useless. For patients in line for surgeries, A welcome email can be sent weeks before the appointment, a pre-appointment testing reminder in advance before the date of the operation, a surgery prep email a week in advance, and so on till the day before admission. The engagement journey is sustained post-surgery.  Detailed email with recovery tips post discharge and what to expect for days and weeks after that. All communications are brief, practical, and important, helping patients and families deal with before and after scenarios. Moral of the story. Keep it simple. Enable your patients to keep their appointments state Salesforce Implementation Services companies. Engage with patients via customised outreach via different channels of their choice.

3. Medical insurance companies need to obtain a detailed view of each client. The good news is that personalisation is insurance companies forge relationships with their clients & providing updated suggestions if clients switch to another healthcare provider. Proactive messaging that is meaningful helps medical insurers keep customers loyal. This is especially important in the Indian context as government-run medical insurers are losing to private insurers because of rigidness, bureaucracy, and so on.

For deploying Health Cloud via our Salesforce Implementation Services, connect today for a virtual discovery session on this magical tech tool for your business.

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About the Author

Rahul Ray

Rahul is a seasoned consultant in travel, transport and hospitality sector subject matter expert with over 20 years of experience and constantly challenging himself to re-define travel distribution and channels, Dedicated Son, Love Nature and Politics both