Healthcare marketers today face a unique and challenging ecosystem. Rising privacy regulations in addition to rapid technology advancements, economic pressures, and higher patient care standards have created a complex landscape to navigate – and win in.
Healthcare marketing is further complicated by siloed health data isolated within separate management systems or departments. This data, also known as fragmented data, prevents access to a unified and comprehensive patient view. Fragmented data isn’t something to overlook as it often leads to inefficient marketing and patient care, missed insights and engagement opportunities, and incomplete patient records. It’s not always easy for providers to access and connect patient information (and for good reason), but this leaves critical gaps across the healthcare ecosystem.
When healthcare marketers can’t reach the right patient with the right treatment at the right time, media investments become wasted. On average, it costs $286 to engage a new healthcare lead. But when patient information is clear and connected, marketers can better target audiences and spend marketing dollars where it counts for measurable performance.
Unifying protected health information (PHI) across the ecosystem with trustworthy, interoperable partners is now crucial, not only for marketers, but for advancing healthcare with excellent, personalized patient care.
Connect health data to unlock new opportunities for growth
By securely connecting fragmented health data and transforming it into actionable insights, healthcare marketers can move beyond generic campaigns to deliver truly personalized, meaningful patient experiences – and drive revenue growth. Personalized messages directly impact improved patient outcomes.
With LiveRamp’s RampID, the most durable, interoperable identifier for connecting the ecosystem, healthcare companies can responsibly connect health data to create unified, actionable patient profiles. For example, connecting health data for patients in their twenties with chronic skin conditions might show they aren’t ideal candidates for certain medications. While they may seem like a good fit at first glance, issues like drug interactions, insurance coverage gaps, or coexisting conditions often get in the way.
These insights can guide more relevant messaging, surface better treatment options, or highlight cost-saving promotions. With fresh, accurate patient insights, healthcare marketers can turn advertising investments into strategic, data-driven engines for ROI and business growth – all while providing better patient experiences and upholding their privacy.
Why should healthcare marketers partner with LiveRamp?
Companies that trust customer data and insights to LiveRamp see results. A Total Economic Impact™ study conducted by Forrester Consulting found that customers using the LiveRamp Data Collaboration Platform for marketing use cases achieved a 313% return on investment and $9.6 million in business benefits over three years, with a payback period of less than six months.
Leading healthcare innovators like Eli Lilly and AbbVie are partnering with LiveRamp to:
- Access tools for strong data governance, such as secure ID, expert determination for workflows, PHI-based solutions, and industry-leading healthcare expertise.
- Overcome data fragmentation by turning disparate patient data sources into trustworthy, actionable insights. RampID helps marketers maintain flexibility and scale across the digital ecosystem.
- Enable precise audience targeting and personalization that resonates deeply with potential and existing patients.
- Unlock robust cross-channel measurement and attribution, allowing healthcare marketers to directly connect spend to real-world patient outcomes and grow ROI.
Ready to turn your health data into marketing innovation, business growth, and better patient experiences? Learn how LiveRamp can help.
