In today’s fast-paced, digital-first world, health care companies can no longer rely on traditional marketing tactics alone to grow and nurture a business. Customers expect more from the brands they turn to for products and services: a wealth of resources and education, multiple ways to interact with a brand, fast and accessible communications and personalized attention.
Health care marketing automation can help your company proactively engage and nurture customers through their journey. Keep reading to learn more.
What Is Marketing Automation?
Health care marketing automation is a software platform that automates marketing processes, campaigns and sales activities across multiple channels. Automation tools help your business identify target audiences, segment audiences based on demographics and behaviors, create content and messaging to reach certain audiences and personalize customer communications.
Marketing automation streamlines repetitive marketing processes that would otherwise need to be completed manually: qualifying leads, lead nurturing and scoring, audience segmentation, cross-selling and upselling, and data tracking and measurement. Automation reduces the need for sales reps and marketing team members to waste time and resources on repetitive tasks, like manually pressing “send” on every email or social post.
Instead, campaigns and communications are triggered based on a set schedule or specific customer actions, behaviors and demographics. You can send automated communications to customers through email, text, social media and web landing pages.
Good marketing automation software can help you identify where customers are in the customer journey and send them the right messaging to guide them to the next touchpoint in the conversion process. Automation strategies save time, money and resources, while driving more toward ROI.
3 Ways Marketing Automation Can Help Your Health Care Company
- Provide ongoing engagement. Successful marketing is about putting the right content in front of the right people at the right time. Automation helps ensure that customer communication is timely, relevant and consistent. Your health care company can use automation software to send appointment reminders (via text or email), general health information (for example, a reminder that flu season is approaching), educational resources (like blogs) and more. Using audience segmentation, you can ensure that customers are only receiving the content that’s relevant to them. For example, let’s say you run a family medical practice. In August, send out a friendly email blast to the parent population, reminding them to bring their kids in for a back-to-school check-up. At the same time, craft an email to send to your elderly patients with multiple prescriptions reminding them to make sure they have all their medications in order as hurricane season approaches. When customers receive consistent communication that’s relevant to them, they’re more likely to stay engaged and depend on your brand to help meet their needs.
- Improve the customer experience. Personalization is one of the primary elements that improves the customer experience. Providing relevant information to customers based on the specific actions they’ve taken with your brand or services they’ve purchased builds trustworthiness, brand loyalty and customer retention. Additionally, consistently communicating and engaging with your customer base will ensure that you remain top of mind when they need health care products and services. Loyal brand supporters are also more likely to recommend your services to friends and family.
- Improve campaign performance. Health care marketing automation software collects and tracks data from campaigns. One of the primary benefits of marketing automation is that it taps into a part of the conversion process that can be difficult to measure: the customer journey. Data collected from automated campaigns gives you fresh insight into how many touchpoints customers have with your brand and how effective your messaging and communications are. For example, tracking email campaign data can help you determine what kinds of subject lines inspire higher open rates and what kinds of messaging encourages customers to call in or take another action after reading your email. Using this data, your marketing team can fine-tune campaigns and messaging to resonate with customers.
Let NewGen Marketing Help Streamline Your Marketing Processes
The executive team at NewGen Marketing has proven experience driving marketing and sales campaigns for top brands in the health care industry. Our team uses performance-based strategies to streamline customer acquisition, launch multi-channel marketing campaigns, analyze data, allocate resources effectively to high-performing channels and turn more quality leads and conversions into sales revenue.
Performance-based marketing can help drive more to your bottom line. If you’re ready to discuss solutions, contact NewGen Marketing today for a free consultation.
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