How AI Can Help Understand Patient Propensities in Digital Health

Table of Contents

1. Introduction
2. The Role of VP of Marketing at Virtual Health
3. The Evolution of the Marketing Role
4. Priorities for 2022
5. Addressing Changing Expectations in Healthcare
6. The Importance of Branding in Healthcare
7. Leveraging CRM for Digital Engagement
8. Differentiating in a Competitive Landscape
9. Building Trust and Personalization
10. Getting a Seat at the Table
11. The Role of Technology in Marketing

The Role of Marketing in the Digital Transformation of Healthcare

👉 Introduction

Healthcare organizations have undergone significant digital transformations in recent years, and one integral component of this evolution is marketing. In this article, we will explore the role of marketing in the digital transformation journey of Virtual Health, a medium-sized health system based in Southern New Jersey. We will delve into the responsibilities of the Vice President of Marketing, discuss the evolving nature of the marketing role, and explore the priorities for 2022.

👉 The Role of VP of Marketing at Virtual Health

As the VP of Marketing at Virtual Health, Ryan Younger oversees a wide range of responsibilities. His role encompasses managing the brand, developing creative strategies, analyzing marketing analytics, and spearheading digital initiatives. Additionally, Ryan collaborates with various departments across the organization, including operations, clinical teams, recruitment, and philanthropy. The expansive nature of his role highlights the importance of marketing in supporting nearly every aspect of Virtual Health's operations.

👉 The Evolution of the Marketing Role

The marketing role has significantly evolved over the last few years, especially in response to the global pandemic. While many changes were already underway, the pandemic accelerated the need for organizations to prioritize digital communication, creative strategies, data analytics, and change management. Marketing is increasingly being recognized as a pivotal function that influences an organization's overall strategy and digital health initiatives. Looking ahead, 2022 will continue to emphasize the importance of marketing in driving organizational growth and meeting consumer expectations.

👉 Priorities for 2022

Aligned with Virtual Health's strategic goals, the VP of Marketing identifies orienting to the consumer as a key priority for 2022. This consumer-centric approach emphasizes the importance of understanding the needs and expectations of the healthcare consumer. Virtual Health aims to connect with the consumer across various touchpoints, providing personalized and convenient experiences. Additionally, the organization seeks to strengthen its brand and content strategies, building trust and loyalty among its target audience.

👉 Addressing Changing Expectations in Healthcare

Healthcare has traditionally not been considered a consumer-focused industry. However, Virtual Health recognizes the shifting expectations of consumers and aims to address these changes proactively. The organization acknowledges that different generations have unique expectations, with millennials seeking convenience, accessibility, and influence in their healthcare decisions. Virtual Health leverages its marketing expertise and technologies to provide tailored experiences, convenience, and access to healthcare services, catering to the evolving consumer demands.

👉 The Importance of Branding in Healthcare

Branding plays a crucial role in healthcare, especially as competition increases with the entry of non-traditional players into the industry. Virtual Health focuses on building trust, emphasizing its regional presence, and personalizing its messaging to establish a strong brand. By listening to its consumers, Virtual Health ensures its brand resonates with its target population, instilling confidence, and fostering long-term relationships.

👉 Leveraging CRM for Digital Engagement

Virtual Health leverages Customer Relationship Management (CRM) technology to drive digital engagement with its patients. The organization utilizes data analytics and AI-powered tools to understand patient propensities and connect them with Relevant healthcare services. By personalized targeting and continuous communication, Virtual Health increases the likelihood of patients accessing the appropriate care. Texting capabilities are also being explored to enhance communication and ensure patient satisfaction.

👉 Differentiating in a Competitive Landscape

The healthcare industry is experiencing increased competition from non-traditional players. To differentiate itself, Virtual Health emphasizes trust, personalization, and its regional presence. Through effective communication and community engagement, Virtual Health establishes itself as a trusted partner and ensures its services Align with patient needs and expectations. By focusing on the patient experience and healthcare outcomes, Virtual Health strives to stand out in a competitive landscape.

👉 Building Trust and Personalization

Trust is paramount in healthcare. Virtual Health aims to foster trust by prioritizing patient confidentiality, understanding patient preferences, and delivering personalized experiences. By incorporating patient feedback and preferences through strategic research initiatives, Virtual Health ensures its communication, services, and technology align with patient expectations. Personalization and individualized care are central to Virtual Health's mission of helping people be well, get well, and stay well.

👉 Getting a Seat at the Table

For marketing professionals aiming to elevate their role within their organization, it is crucial to demonstrate the value and impact of marketing on overall business goals. By embracing marketing as a connector and advocate for the consumer, professionals can showcase their ability to influence strategy, develop Meaningful partnerships, and contribute to the organization's success. Leaning into the power of marketing to understand and connect with the target audience is vital in obtaining a seat at the decision-making table.

👉 The Role of Technology in Marketing

Artificial intelligence (AI) is revolutionizing marketing efforts, enabling organizations to better understand consumer behavior, personalize messaging, and optimize communication channels. Virtual Health leverages AI-powered tools within its CRM system to predict patient propensities and launch targeted campaigns. Additionally, the organization explores integrating texting capabilities to enhance patient communication and satisfaction. AI technology, coupled with effective data management, enables Virtual Health to make informed decisions and drive successful marketing outcomes.

🔮 Highlights:

• Virtual Health focuses on orienting to the consumer, fostering trust, and delivering personalized experiences.
• The marketing role at Virtual Health encompasses brand management, creative strategies, digital initiatives, and data analytics.
• The organization leverages AI-powered CRM technology to predict patient needs and increase engagement.
• Virtual Health prioritizes community engagement, personalization, and regional presence to differentiate itself in a competitive healthcare landscape.

📚 Resources:

• CRM: https://www.salesforce.com/solutions/customer-relationship-management/
• AI in Marketing: https://www.ibm.com/watson/marketing/resources/artificial-intelligence-marketing

FAQ

Q: How does Virtual Health address the changing expectations of healthcare consumers? A: Virtual Health acknowledges the evolving expectations of healthcare consumers, particularly driven by millennials and their desire for convenience, accessibility, and influence in decision-making. The organization leverages its marketing expertise and technologies to provide personalized experiences, convenient access to healthcare services, and alternative channels of care.

Q: How does Virtual Health differentiate itself in a competitive healthcare landscape? A: Virtual Health differentiates itself by focusing on trust, personalization, and its regional presence. By prioritizing patient satisfaction, utilizing patient feedback, and fostering strong community engagement, the organization establishes itself as a trusted partner. Virtual Health also emphasizes its commitment to delivering individualized care and aligning its services with patient needs and expectations.

Q: What role does AI play in Virtual Health's marketing efforts? A: AI plays a crucial role in Virtual Health's marketing efforts. With AI-powered CRM technology, the organization can predict patient propensities and launch targeted marketing campaigns. AI also enables Virtual Health to personalize messaging, optimize communication channels, and make data-driven decisions to drive successful marketing outcomes.

Q: How does Virtual Health leverage its CRM system for digital engagement? A: Virtual Health utilizes its CRM system to understand patient propensities and connect them with relevant healthcare services. By leveraging data analytics and AI-powered tools, the organization can deliver personalized and targeted communication to increase patient engagement. The CRM system also enables Virtual Health to track patient interactions and optimize messaging based on patient preferences and behaviors.

Q: What are the top priorities for Virtual Health in 2022? A: Virtual Health's top priorities for 2022 include orienting to the consumer, strengthening the brand, and focusing on personalized experiences. The organization aims to connect with the consumer across various touchpoints, understanding their needs and expectations. By building trust, providing convenience, and delivering value, Virtual Health strives to enhance the overall patient experience.