Exploring the wider potential for automated marketing in health
Posted by TeamPC on 26 Apr 2017
The pressures on the UK healthcare sector are great. From dealing with mental health issues, age-related health problems, discouraging poor social habits, and promotion of healthy lifestyle messages, the NHS commissioners have a complex and growing workload to deal with.
Technology is now being used to personalise and automate social marketing health campaigns
Any technology is crucial in helping to deliver efficient and effective marketing campaigns and messages. This is particularly true of behaviour change programmes, initiated by key healthcare providers like the NHS.
Getting people to buy into behaviour change campaigns involves sophisticated profiling (based on their website usage, interests, downloads digital activity etc ), automated and personalised marketing, and ongoing monitoring and development of outcomes.
Automated marketing software – how it works
Once software has helped social marketers to profile targets with a key health issue or concern, and to understand their behaviour through detailed analysis of their digital habits, relevant campaign and personalised, automated content can be delivered.
Powerful data - the potential for improving health outcomes is huge
Just a few years ago, visitors to a website were anonymous. While a certain level of detail was available about people browsing your website, it’s now possible with the latest behavioural marketing technology, to develop detailed profiles of visitors.
Over time, as the level of detail builds, this data can provide social marketers with a depth of intelligence, that allows them to accurately and effectively focus on encouraging people to positively change, or modify their health behaviours, leading to wider social and community benefits.
Where will the future take behavioural marketing?
As automation software develops and more and more positive health outcomes are delivered, the question is where will the technology go next?
From converting whole families to healthy eating, to encouraging young men to come forward for healthy heart screening, and making communities more aware of the need for infant inoculations, everything is possible with the latest behaviour marketing technology.
The power of automated marketing
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