Trying to market to seniors in the healthcare markets requires a keen knowledge of the process a customer goes through in their buying decision. At Immersion Active, we’ve leveraged the senior care continuum to target customers based on predictive analytics. Using this method, we’ve created a real-time system for evaluation and a framework for successful engagement all based on data, where previously only “best practices” dominated the marketing plan.
The senior care continuum is a fairly familiar concept that most senior marketers understand. This process simply identifies the journey a senior takes, from their initial health crisis all the way through outpatient care, in-home care, and the move into assisted living or a CCRC environment. This continuum is the road map for the buyer journey in health care.
Getting Specific on With Marketing Data
The continuum has increased value when you can apply it to a specific health condition. When we have studied a specific condition for a healthcare client, we have found it useful to first define the continuum for that specific condition, and then to overlay it with lead data and data from the client’s CRM. This allows us to determine types of care that patients are most likely to seek at each stage of the care continuum. This powerful use of data allows you to see into the effectiveness of your marketing and gauge your overall coverage of the complete continuum of your ideal customer.
The key to this process is using data to validate and predict where along the continuum your clients will be at the time of engagement. Imagine a scenario where your customer is engaging with content on a specific topic related to one of your products. The customer is an existing customer, and your knowledge of their condition and its place on the continuum now brings new opportunity as the data aligns to a pattern you’ve seen before. You can now target the potential purchase of a new service based on the predictive timing you’ve developed from your existing marketing data. With more data, you can move further ahead of the curve and know when a customer is moving into the buying cycle at the earliest moment possible.
It sounds complicated, but it’s actually a simple process to get started. However, there are always a few questions when we begin creating a predictive targeting model for seniors for one of our clients.
Do I have to harvest my own data or can I use third-party data?
Great question! We prefer your own data, but you can usually start with the condition and stage, and bring in third-party data to support your ideas. Yet what you want to find is where your product fits into that continuum. A third-party data set will not do a good job of finding that. You can have a custom care continuum study done to find where your customer lands and then go back to your data.
Do I have the right data?
This is determined in large part by the amount of data you have. The minimally viable level of data would be sales data (purchase data), with customer behavior data integration through your CRM. The key to the mix here is that you can tie the two pieces of data together to create a complete picture of the customer journey with your product or service. Many of our clients have software like Google Analytics, Sales Force, Hubspot, Infusionsoft. or Eloqua. Having one of these tools can make the process even easier.
Without a tool, if you are able to gain access to your web analytic data, you need to have care stage tie-in. This means that you can draw the connection between your Web analytics and the specific condition to a stage of the continuum. Additionally, your content marketing strategy can tell you a lot. We’ve used content to further segment customers, which aids in the overall prediction accuracy.
In most cases, you do have the right data. It’s just a matter of putting it all together.
What will I gain if I do this?
The big take-away from predictive targeting is that it can help you have a clear understanding of what your best customer looks like, and can allow you to target them more quickly and accurately. The process saves thousands of dollars in the long run, due to the increased efficiency of targeting seniors for your product. You’ll be a hero in the boardroom, and no longer will political decision rule the roost. Your predictive targeting will drive a new understanding of both the customer process and of your marketing as a whole.