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How To Achieve Personalization In Healthcare eCommerce


By embracing data and technology, more companies make high-quality healthcare accessible and cheap. While healthcare has always been one of the last industries to adopt new technology, the epidemic has accelerated adoption.

Healthcare facilities must offer cutting-edge services and develop patient-centric marketing tactics to differentiate themselves from the competition, enhance retention and recruitment, and build meaningful relationships.

What is Personalized Health?

Traditional definitions of “personalized healthcare” include illness biomarker testing and treatment regimens tailored to the individual.

Personalized, evidence-based, and technology-enabled healthcare solutions and on-demand access to crucial healthcare information for each individual are now part of the definition. Early detection and accurate diagnosis, tailored care, quick and economical access to optimal care, remote care and monitoring (e.g., telemedicine), and hyper-relevant digital content are all part of the package.

Personalized healthcare instills trust in customers by predicting their needs, making ecommerce recommendations and promoting the appropriate offerings at the right moment.

7 Strategies for achieving Personalized Care eCommerce

In the post-COVID era, providing a tailored experience to healthcare customers at every touchpoint is critical.

Healthcare enterprises must all understand and accommodate consumer communication preferences, personal demands, and healthcare-shopping behaviors. To attract and keep patients, they must also employ technology that provides more accessible, flexible, and cheap care options.

Here are seven methods to make your patients’ digital healthcare experience more personalized:

Market Segmentation for Advertising & PPC

Data enables healthcare organizations to customize each interaction and communication with patients. According to Epsilon research, 80 percent of customers will do business with a company that provides a personalized experience.

Understanding your healthcare customers’ wants, requirements, and expectations allows you to reach out to them at the right point in their customer journey. Furthermore, knowing their demographics, geographic area, and socioeconomic standing will help you engage with them more successfully.

You may segment healthcare consumers and engage them with hyper-relevant pay-per-click (PPC) advertising using a robust customer relationship management (CRM) technology like Salesforce Hubspot, Health Cloud, ZenDesk for Healthcare, or On Pipeline Healthcare CRM. This advertising can lead to additional information (blog posts, landing pages, treatment manuals, healthcare surveys, and eBooks, for example).

Develop Stronger Customer Personas

Healthcare buyer personas are essential for organizations and brands to understand customers’ demands and needs based on demographics, health state, emotional attitudes, values, and personalities.

This information aids marketing teams in developing brilliant campaigns that elicit an emotional reaction to healthcare experiences and products.

Because buyer personas look, feel, and act like your customers, they humanize the healthcare experience, allowing healthcare marketers to create creative campaigns that resonate with them.

Buyer personas that are detailed and accurate can assist healthcare organizations in achieving the following goals:

  • Increased levels of engagement
  • Reduced marketing expenses
  • Marketing initiatives that work better
  • More informed keyword research
  • Increased organic traffic to your website
  • Lower bounce rates

Personalized Outreach & Targeted Email Campaigns

You can design hyper-personalized outreach programs that attract today’s healthcare customers and drive interaction once you’ve identified your target group, segmented efficiently, and created buyer personas to understand what motivates conversion. 

Marketing automation and email customization can yield a 400% ROI when used in conjunction with effective segmentation and content targeting tactics.

According to recent statistics from NotifyVisitors, personalization approaches are well received by more than 90% of U.S. consumers. They also state

  • Personal birthday email messages create over 400% more income than promotional emails.
  • personalized email marketing messages generate an ROI of +150%
  • Personal birthday email messages create over 400% more income than promotional emails, and personalized email marketing messages generate an ROI of +150%

Create content for your target audience’s website

Sharing valuable and relevant material with your audience aids in the development of trust and long-term relationships.

Like Amazon, eBay, and Netflix, you may tailor your user experience and offer content recommendations based on various user characteristics.

This is especially true for medical practices that provide secure online patient portals. You can recommend relevant blogs or web pages based on their previous search keywords, medical histories, current medical situations, or user preferences.

Understanding who your target audience is and what inspires them can assist you in making decisions such as:

The average American has a readability level roughly similar to a 7th or 8th student.

Your writing style should be conversational and instructional for most consumer audiences.

Global, national, statewide, and local health updates, as well as health themes most relevant to your target audience, should be included in your topics.

It may take some time to determine which content kinds have the highest conversion rates. Experiment with blogs, eBooks, case studies, emails, bespoke landing pages, and social media to evaluate which types of tailored content resonate best with your audience.

Develop a User-Friendly Website

Don’t get stuck in the conversion rut with a bland, difficult-to-navigate website.

As consumer desire for healthcare organizations to have a more significant digital presence grows, intuitive web design can help you stand out—especially if you have a mobile-friendly website.

According to a Pew Research Centre research from 2015, 62 percent of Americans used mobile devices to check for health information. Today, that number is almost certainly substantially greater.

Usability on the desktop is equally critical, especially for elderly users. Today’s Gen Xers (ages 42-57) are the primary financial providers for their aging parents and Gen Y or Z children, making many of them financially responsible for three generations.

Here are a few ways that businesses might improve their website’s patient experience:

  • Use Quizlet to engage with your customers in a fun and instructive way.
  • To develop trust with your customers and satisfy Google’s algorithm, including statistics (along with links to the sources).
  • To help more patients daily, provide a flexible, accessible, cheap telemedicine option.
  • Provide online appointment scheduling to make it easier for patients to meet with their doctors.
  • Include a resource section with FAQs, new patient documentation, good health plans, billing information, and contact information that is easily accessible.
  • Run a basic web vitals report to discover and correct poor user experiences on your website.

Develop an Omnichannel Experience

Consumers in the healthcare industry expect a consistent experience across all channels. Therefore marketers must implement an omnichannel approach that includes online and offline touchpoints.

It’s vital to provide healthcare consumers with hyper-relevant content when and when they want it if they want a tailored healthcare experience.

Patients want to feel intimately connected to the content and services given, whether they’re reading a treatment guide, browsing social media, or conducting a poll on your website.

Here are a few proven methods for adopting an omnichannel strategy in your company:

  • Send personalized appointment reminders to your contacts.
  • Limit the use of mass communication.
  • Provide online appointment scheduling options.
  • Allow patients to self-serve information through patient portals (e.g., lab results, the status of an insurance claim, etc.)
  • Send customized messages based on the requirements and preferences of the patients.

Get social

Social media platforms are a terrific method to personalize the user experience and enhance customer engagement, whether answering common inquiries or talking one-on-one with current or future patients.

Healthcare organizations can also use retargeting ad campaigns to deliver relevant information to their audience based on their previous online activity.

Adopting a patient-first approach to healthcare marketing—which nowadays entails embracing new technology and business models—is the first step toward building long-term relationships with healthcare consumers.

Personalization is an essential component of this process, and when done well, it may help your organization keep patient volume while increasing income.


By reducing healthcare expenses, medication development costs, and time, personalized healthcare has the potential to meet the need for improved health outcomes. This healthcare revolution will only be possible with the equal participation of patients and consumers in clinical trials, entrepreneurs and innovators developing innovative tools and analyzing genetic data, regulators educating consumers and providers and supporting policymakers in the necessary policy and regulatory revolutions, physicians understanding disease at the molecular level, and academic researchers accompanying a patient through a clinical trial, Novel Diagnostic tool and Target therapy.

The impact of personalized healthcare on the healthcare system has the potential to be favorable. With the tailored approach, each individual will obtain their complete genomic information on the day of their birth, which will be entered into an individual medical record. Physicians and doctors could use this information to develop more effective healthcare strategies based on patient exposure to various diseases.

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