Elevating The Digital Patient Experience
Tealium’s Digital Velocity San Francisco delighted attendees with main-stage sessions from top brands, inspired thought provoking discussions on all things digital marketing in a plethora of roundtables and had epic parties to celebrate the day’s success.
This DVSF blog post series will highlight top takeaways and distinctions for each of the main sessions that were designed to inspire, transform and help attendees activate all that they had learned.
Providence St. Joseph Health knows that delivering an exceptional customer experience can be a challenge for any organization. This critical task can be even more daunting for brands in the healthcare industry as patients are complex customers, seeking information on a myriad of very personal topics from wellness research to doctor’s appointments to treatments – and customized interactions are not only critical but expected.
Madelyn Mills, Director of Analytics & CRM at Providence St. Joseph Health, shared her organization’s vision and partnership with Tealium in using online and offline data to provide consistent, personalized patient interactions across digital touchpoints and channels.
Healthcare today has extremely silo’d functions that operate independently from each other, with each different business unit having their own view of the patient. Having silo’d patient data can be extremely costly on a business and can have other effects like:
- Lack of personalization
- Higher advertising costs
- Digital waste
- Lower productivity
“Healthcare is a consumer-driven environment” – Madelyn Mills, Director, Analytics & CRM, Providence St. Joseph Health.
Going forward, healthcare providers should strive to put the customer at the center of their ecosystem. But how does one accomplish this?
By securely joining together offline and online data, a healthcare organization can provide more personalized interactions with the consumer.By securely joining together offline and online data, a healthcare organization can provide more personalized interactions with the consumer. Click To Tweet
Examples of joining together online and offline data and identifiers could be in:
- Survey responses
- Email newsletters
- Form fills
- Dynamically targeted dynamic number insertions (DNIs)
Anonymous users now become known users.
By synchronizing data sets the power of segmentation can really take flight – it allows for the ability to build segments off the accommodations of this data, which allows for the single view of the customer (one solid customer record).
“A continuous partnership cross-departmentally within an organization is crucial (innovation, marketing, information systems, customer service) in creating exceptional customer experiences” – Madelyn Mills, Director, Analytics & CRM, Providence St. Joseph Health.“A continuous partnership cross-departmentally within an organization is crucial in creating exceptional customer experiences” - Madelyn Mills, Director, Analytics & CRM, Providence St. Joseph Health. Click To Tweet
In healthcare marketers can have the ability to influence clinical outcomes and that is extremely powerful.
Stay tuned for the next post in our DVSF blog series where we highlight the top takeaways and distinctions from each of the sessions that were crafted to inspire, transform and help attendees activate all that they had learned.
Want to see even more about Digital Velocity San Francisco? Stay tuned for session recap recordings going live in our Video Hub here.