Using Consumer Data to Influence Your Organization's Marketing Strategy 

The business of marketing can be intimidating. More and more healthcare organizations are taking a proactive view of marketing within their organizations. Organizations are taking steps to actively engage within communities and are seeking out partners to work alongside them on this new journey. A key factor to this new approach is using data to best position an organization within the market. Knowing what to look for and how to advantageously use data is what these organizations are attempting to accomplish.

Data is everywhere, and by measuring the right factors we can gain tremendous insight into a variety of things, including consumer behavior, filling gaps in the market and building partnerships. Healthcare organizations can benefit strongly from the implementation and utilization of a Customer Relationship Management (CRM) tool. A CRM can provide a look into the behavior of consumers, demonstrate value to partners, creating a better understanding of how to acquire new consumers and maintain lasting relationships for long-term success.

As a healthcare provider, it’s important to have the right tools at hand that collect the information needed to weave consumer data into efforts across your business – growth, operations, clinical quality and consumer satisfaction.

“It starts with turning data into information and then shaping that information into something meaningful for your target audience, which may be payers, referral sources or direct to consumer,” says Deb Adler, senior associate at OPEN MINDS. “It’s about identifying the vital few key metrics and understanding how to position that data to drive your decisions, help market your program and put it in the best light.”

Having a true understanding of data and how to use it to effectively compete in the market is essential, but it can feel overwhelming to know where to get started. Consider the following things when determining how data fits into your organization’s marketing approach:

Establish and define your organization’s value.

What makes your organization different from other providers? As a healthcare partner, what are your differentiators? How does your program contribute to quality outcomes? Are you managing the health of a population within your community? Are you making healthcare more affordable? Are you using consumer data to strengthen your value story?

Understand the pain points of your payers.

Determine what problems or challenges exist that your organization or services can solve. Can you help manage complex cases and coordinate care? What does your organization do to help reduce the burden for providers or improve access to care for consumers?

Develop an analytics approach to dive into meaningful data.

Are you analyzing the right data? Determine the correct metrics or key performance indicators (KPIs) to help your organization understand critical data such as your consumers’ understanding of your program along with day-to-day operations, clinical outcomes and finical performance.

Create lasting relationships with partner providers.

You’ve established your value with your partners and consumers, but is your plan sustainable for long-term success? Ensure your organization fully understands your value proposition and has the technology, such as a good CRM, in place to help manage the strength and longevity of relationships.

When considering options that align with your organization’s marketing goals, look for CRM solutions that integrate into your electronic health record and allow your organization to improve efficiencies across marketing efforts along with the entire consumer experience.

Technology that allows us to measure and understand consumer behavior gives us a complete understanding of those seeking help and enables providers with insight to properly communicate back out into their communities. Technology can act as a single source of truth when tracking inquiries and referrals. The more information you collect, the more you can start to see the demands of your local market needs. The data your CRM collects for your organization enables you to better look at the individuals you serve and how their needs are being met.

The marketing and business part of healthcare can be confusing. With the right approach and the right technology in place to help you gather consumer data, you’ll be better positioned to understand your partners and consumers, attract the right type of relationship and leads and align the right KPIs specifically for your business needs – all of which are crucial to an organization’s long-term success.

Want to dive deeper? Watch The Intersection of Consumer Data and Technology, our webinar with OPEN MINDS and Centerstone, where we dive into how organizations can utilize consumer data to drive consumer referrals and improve customer experience.