Position for Success: A Guided Approach to Content Personalization in Healthcare

Meeting consumer expectations for healthcare brands to "know them" is often encumbered by the complexity of HIPAA regulation and data privacy. It is critical for organizations to learn how to contextualize personalized content through an approach that not only provides enterprise value to the organization, but also overcomes the challenges of personalization in a healthcare setting.

Understanding how to deliver customized experiences – in the right way – is the key difference between simple personalization and a healthcare personalization strategy. VCU Health and MERGE employed an iterative and measured approach to plan, execute and measure personalization in a digital healthcare experience. Join us as we show you examples of how we implemented a personalized approach, based on multi-persona users and an escalating strategy for strong results – one step at a time.

Three Learning Objectives:

1. Learn how to deliver content with context in a healthcare setting - because consumers know the difference between “real” conversations and staged communications
   
   
2. Understand the four stages of the customer journey - and how (and when) to approach your audiences
   
   
3. Learn how to create an engagement value scale and establish KPIs that map to organizational goals and business value

Presented by:

Beth Cronin
Digital Marketing Strategist
VCU Health System

Jess Beard
VP, Client Service Leader
MERGE

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