Direct-To-Patient Digital Marketing for 2023 and Beyond

 

Direct-To-Patient (DTP) digital marketing has evolved from its traditional origins focusing on persistency programs and acquisitions. As the healthcare industry shifts to a more patient-centric approach, the traditional concepts must be replaced with newer progressive models based on customer relations and patient education. To achieve this, progressive DTP campaigns must incorporate appropriate messaging, real-time metrics, and current best practices.

Personalization

By understanding the needs and desires of your customers, you can deliver a customized experience. While personalization is not new, it has taken a different form with the digital age. In fact, most consumers now expect to receive personalized experiences online. As a result, they gravitate toward brands that know them as individuals.

But personalizing healthcare experiences is not always easy. While most personalization strategies rely on third-party cookies or audience lists with identifiable characteristics, it can be challenging to do so with cancer patients. For one thing, some places don't allow advertisers to target cancer patients. It's also possible to err on the side of caution and use patient lists to target people with certain diseases.

AI

Investing in artificial intelligence (AI) is a great way to put patients in control of their health. Studies show that patients who use AI tools feel more in control of their care and follow medication regimens more closely. Patients also enjoy better experiences with healthcare services, which can decrease costs.

With AI, marketers can deliver highly personalized, intent-rich digital experiences to target specific customer segments. Micro-moments of influence - intent-rich split seconds between user actions and brand interactions - are a critical part of the customer journey, and marketers need to take advantage of these opportunities to stay ahead of the competition.

Digital transformation trends will continue to affect every sector, from health care to business telecom. By 2023, AI will play a central role in healthcare. It will be crucial for marketers to take advantage of this technology to create new experiences and improve patient outcomes. By 2023, influencer marketing will cost $16 billion.

Machine Learning

AI will harness NLP, image recognition, and deep audience analytics to provide real-time feedback on content, speech speed, graphics, and engagement. It will even provide feedback about a patient's body to help doctors better diagnose the patient. This will make direct-to-patient digital marketing easier and more effective.

As health care consumers become more reliant on online resources, healthcare companies need to be able to respond to their needs. Last year's pandemic exposed the healthcare sector's lack of data intelligence, and made it even more vital to improve this process.

AI enables computer systems to think like humans, learn from their experience, and make decisions. With the advent of machine learning, AI can be used to help predict the best way to respond to questions. A recent example of this technology is Hello Barbie. The toy's microphone picked up a child's question, which is then transmitted to a toytalk server. The server then analyzed the recording and selected the appropriate response from over 8,000 lines of dialogue. It then learned about the child's likes and dislikes and formulated a new response for the question.

Streaming TV

The future of TV advertising is undergoing seismic change. The composition of TV viewing has been shifting steadily for years, but recent upheavals have created a completely new landscape. With this in mind, marketers need to pivot their media mix and create strategies that are anchored in the current viewing habits of consumers.

First, marketers need to make sure they have first-party data on their consumers. Streaming services and connected TV devices can provide this information. Also, advertisers should ensure that they work with one partner for all their digital marketing efforts. This will help them measure the impact of connected TV ads and scale video creative. As a result, they can create brand awareness across different platforms.

Email Marketing

With the rise of direct-to-patient digital marketing, healthcare providers can make their marketing efforts more personalized and effective. Postalytics, a leading provider of healthcare marketing solutions, has introduced a breakthrough technology that allows marketers to send personalized mail based on triggers defined by their CRM. It allows healthcare providers to connect with prospective patients and nurture them into loyal patients.

As more physicians and patients are using digital tools to access healthcare information, direct-to-patient marketing is becoming an essential element of marketing strategy. In fact, 89% of marketers already use email to promote their businesses. This trend will continue into 2023. In addition to reaching existing customers and non-buyers, emails are also effective at increasing profit margins.