Don't look now, but targeted marketing, similar to techniques used by websites such as Amazon.com, is making its way into the healthcare sector. In other words, based on your recent purchase of Product A (a car, a telephone, a widget), you may be interested in Product B (tires, an extension cord, a widget adapter); likewise, based on your recent hospital visit for heart disease or a broken leg, you may be interested in a new heart-assessment test or a walking boot.
The "automation of data"--i.e., physician referrals and electronic medical records--is one of the main enablers allowing for patient-specific marketing, reports American Medical News. Essentially, because the information is more easily accessible, it is easier to market directly to each individual consumer. Customer relationship management (CRM) software--offered by companies like Atlanta-based ALT-Invest--actually brings the concept to life.
"Anything we can do to stay in touch with our patients and keep them informed is certainly positive," Dr. James Lengemann of the Naperville, Ill.-based Edward Medical Group told amednews. Edward Hospital & Health Services uses CRM technology that encourages patients to sign up for a personalized URL with the hospital's website. Patients who choose to sign up receive messages specific to their needs in the form of web advertisements and emails based on data pulled from their medical histories.
"Tailored patient education and reminders about screenings are exciting tools that help keep healthcare top-of-mind and give us the chance to identify serious or life-threatening conditions," Lengemann added.
Still, Josh Sweeney, ALT-Invest's CEO, knows that not all patients are keen on the idea of their personal health information being used for marketing purposes, emphasizing to amednews that trust is the key to continuing such a practice. "Most people have a certain amount of leeway that they give for people to make mistakes in general environments, but not with their personal healthcare knowledge," Sweeney said. "They don't allow many mistakes in that area, if any."
To learn more:
- read this amednews piece