Only 37% of marketers think their organizations have the tools needed to provide exceptional customer service and experiences. This white paper from the folks at IBM Silverpop look at the trends they see coming in 2016, we interpret them for healthcare.
Our Interpretations for Healthcare
- Cognitive technologies change the way businesses engage with customers. Probably not for healthcare marketers quite yet, but cognitive computing is entering healthcare through IBM Watson so it’s only a matter of time before this usage migrates from clinical use to marketing.
- Delivering a connected customer experience becomes increasingly critical for companies. This is already critical for healthcare. The patient journey can be convoluted and diagnosis long delayed so healthcare marketers are already spotting critical points in the journey to provide the right content. This will only increase in 2016.
- Retargeting reaches unprecedented levels of cross-channel sophistication. For healthcare cross-channel doesn’t mean just TV vs. social media, it also means crossing the chasm of doctor visit, prescription, and fulfillment. Working with firms such as Crossix to bridge that gap and identify marketing influence through full-journey attribution will move from experiments to full production.
- Social media and automation will combine in new ways to improve the customer journey. Pharmaceuticals and MedTech are about two years behind other industries on social but standard processes already possess a lot of written guidelines and rules so the conversion to programmatic customer service could happen sooner rather than later here.
- Video moves to center stage in the marketing mix. Content marketing is what powers decisions during the patient journey and video is one of the most engaging forms of content so we expect to see a continued increase in the amount of video used in healthcare marketing. The regulatory issues surrounding the medium are difficult, however, so the pace may not be the same as in retail or entertainment.
- Top companies bust the myth of the marketing suite. We see this in social especially where tools are good but can’t match the pace of change of the platforms. Marketers need to find good tools, but be ready to duct-tape the solution when (not if -Ed.) the solution lags.
- Leading marketers use predictive technology to further distance their companies from the pack. This one is often more difficult for healthcare marketers because the patient volumes may not be large enough to create the predictive models. It’s not impossible, and some conditions have enough patients to make it work, but we expect this to remain quite variable between companies in 2016.
- Internet of Things appliances and sensors become a real factor in customer engagement and data collection. Patient and caregiver use of IoT technologies only looks like it will accelerate in 2016 so marketers need to be ready. These devices accumulate huge amounts of data and inside that data are insights that can help entrepreneurial marketers get ahead of the pack.
- Loyalty programs expand across channels and touch points. Co-pay programs are alive and well and show no signs of going away. The integration of these programs into the social channel is happening and will probably move from corporate accounts or experimental sites to relatively standard platforms in 2016.
- Look-alike modeling transforms the role of social in list growth. Platforms such as Facebook are already allowing marketers to use their massive user databases to perform look-alike targeting and new services from companies such as Sysomos allow for off-platform creation of these look-alike lists which can then be fed back in to improve sponsored content targeting.
Source: IBM Silverpop