A patient’s treatment journey is personal and complex. They want to choose a provider they connect with – one that understands their needs. Because of that, healthcare marketers must do all they can to reach patients in effective ways at exactly the right time.
In this episode of “Here’s the deal…” LiveRamp’s Jason Brenner, RVP for Healthcare and Life Sciences, shares how healthcare companies can achieve better real-time marketing results for more effective patient targeting and personalization with data collaboration.
“The largest players in the space understand that data collaboration isn’t a nice-to-have,” Brenner said. “If they really want to compete and win, it’s necessary.”
Watch this video to see how even the most regulated industries can tap into the potential of data collaboration to drive business growth, protect patient privacy, and offer better patient outcomes.
Work with health care marketers all the time, and data is becoming so central to all aspects of the business and really driving home their marketing strategies to be more effective. I’m Jason Brenner. I’m the RVP for health care and life sciences here at LiveRamp, and here’s the deal.
Health care is highly competitive, and it’s also getting really expensive.
You have a distinct and very brief window of time every year to, either retain a customer, or to actually grow the business. And data is a way that we’re really allowing marketers to more effectively compete and win and deliver better results for their current customers and help them reach out and convert new prospects. One of the the main ways that we are enabling brands to be more effective with their marketing is by allowing them to do a near real time analysis of how their marketing is performing. So you send a message out to, an individual.
Did I hit the right individual? Data’s gonna help you answer that question. Did I have the right creative in place of that individual? Data’s gonna help you, answer that question.
What’s the right frequency in which to hit and target that individual? Again, data’s gonna help you answer that question. So with every single step of the way, you need data from partners, from media partners, from data partners to be able to answer the question of, is my marketing driving the results that I need? And if it’s not, how quickly can I pivot so that I can reach the outcomes that I’m looking to, achieve?
It’s actually easier than a lot of people think. When people think health care, they think heavily regulated, they think about privacy controls, all of which is true. But if you have the right partnerships, if you are working with entities that take privacy by design seriously and throughout their business practice and not just as a marketing slogan, you can actually leverage data highly effectively to actually produce superior health care outcomes, get people into the right programs that benefit their unique individual health care needs, and ultimately, save the, health care, payer expenses, by making sure that they have their help their consumers into the right plan.
The largest players that are in the space, I’d say, for the last several years have really understood, that, you know, data collaboration isn’t a nice to have, that if they really wanna compete and win, and show results to their leadership, that it it it it’s necessary.
