Actionable First-Party Data for Healthcare Marketers

First-party data

Headshot of Bob Waddell

Bob Waddell

June 2023

In today’s data-driven world, personalization and tailored experiences have become essential for successful marketing strategies. For healthcare marketers, the ability to leverage actionable first party data is crucial in creating a better user experience that aligns with consumer search criteria and needs.

Let’s explore the value of exchanging personal information at the digital front door, the significance of proprietary data in a post-cookie era, and how this data can be leveraged by marketing, clinical operations, and human resources teams at health systems.

The Value of Exchanging Personal Information

In the digital era, consumers are increasingly willing to exchange personal information for a more tailored user experience. In healthcare, this exchange becomes even more significant as it allows marketers to deliver relevant content, services, and recommendations based on the consumer’s search criteria and needs. By collecting and analyzing first-party data, healthcare marketers can gain valuable insights into consumer preferences, demographics, behaviors, and health-related information.

Actionable first-party data enables healthcare marketers to personalize communications, target specific audience segments, and provide relevant and timely information. By understanding consumer preferences and needs, healthcare marketers can deliver targeted messaging that resonates with individuals, enhancing engagement and building trust. Personalized experiences not only improve patient satisfaction but also drive better health outcomes by delivering information and resources that are most relevant to the individual.

The End of Digital Cookies and the Need for Proprietary Data

The evolving privacy landscape and increased consumer privacy concerns have led to the phasing out of third-party cookies, making proprietary data even more valuable. Traditional data collection methods relied heavily on third- party cookies to track and target consumers. However, the demise of digital cookies poses a challenge for healthcare marketers who rely on data-driven insights.

MD MatchUp, with its proprietary data on consumers, patients, providers, and geographic markets, fills the void left by the demise of digital cookies. By leveraging its unique dataset, MD MatchUp offers healthcare marketers a valuable resource for understanding patient preferences, behavior patterns, and demographics. This proprietary data provides marketers with insights that cannot be obtained elsewhere, enabling them to craft highly targeted and effective marketing campaigns that lead to more patient appointments.

In addition, the proprietary data provided by MD MatchUp is collected with the explicit consent of individuals, ensuring compliance with privacy regulations. This ensures that healthcare organizations can ethically leverage the data to create personalized experiences while respecting patient privacy.

Leveraging Data Across Marketing, Clinical Operations, and Human Resources

Actionable first-party data has implications beyond marketing departments. Healthcare organizations can leverage this data to improve various aspects of their operations, including clinical operations and human resources.

• Marketing: By understanding patient preferences and behaviors, healthcare marketers can create personalized marketing campaigns, deliver targeted content, and optimize advertising efforts. This data- driven approach helps attract and retain patients while improving ROI on marketing investments. For example, personalized email campaigns can be tailored to specific patient segments, offering relevant health tips, appointment reminders, and provider recommendations.

• Clinical Operations: First party data can provide valuable insights into patient outcomes, treatment effectiveness, and resource allocation. By analyzing patient data, clinical operations teams can identify trends, develop targeted interventions, and enhance care delivery processes. This data can help identify areas where interventions are needed to improve patient outcomes and can inform decisions about resource allocation, such as identifying the need for additional specialists or equipment in certain areas.

• Human Resources: Proprietary data can be utilized by human resources teams to optimize staffing, identify skill gaps, and improve recruitment and retention efforts. By understanding provider preferences, patient demographics, and market trends, HR teams can tailor their strategies to attract and retain the right talent. For example, insights into patient demographics can help inform recruitment efforts, ensuring that providers with specific language skills or cultural competencies are recruited to serve diverse patient populations.

Closing Thoughts

Actionable first party data is a game-changer for healthcare marketers, offering the opportunity to create more personalized and tailored experiences for consumers. With the end of digital cookies, proprietary data, such as that provided by MD MatchUp, becomes even more vital in understanding patient preferences, behaviors, and demographics.

By leveraging this data, healthcare organizations can enhance marketing efforts, optimize clinical operations, and improve HR strategies. As the healthcare industry continues to evolve, actionable first party data will become even more valuable in delivering targeted and effective experiences for patients, providers, and the health systems that broker those relationships.