| By Phil Fiero
Chief Analytics Officer
A lot of organizations are spending a lot of time and resources on consumer engagement efforts, but they aren’t seeing the ROI they desire. One reason for this disconnect is the lack of personalization in healthcare, blasting offerings and resources to the masses, which in turn are tuning out offers for irrelevant resources.
Organizations can change this trend, by targeting the right individuals with relevant programs, and using their preferred methods of communication to offer them. How is this possible? Here are 6 tips for driving consumer engagement with predictive analytics:
1. Make it personal
It’s safe to say that all consumers are different, so the way you target them and what you target them with should be different too. Instead, use analytics data to personalize the outreach to their preferences and needs to motivate behavior change.
2. Leverage data
Find a partner that can enhance the data you already have by layering on additional claims, clinical and consumer data, including SDOH insights. Then, use healthcare predictive analytics technologies, such as machine learning, to build more accurate lists of individuals to target who are at current or future risk for a certain condition and likely to take action on your messaging.
3. Apply real-time analytics
People and their needs and situations are constantly changing which means your approach to targeting and the messaging you use should be changing too. Use real-time analytics to account for real-life change, and adjust what you are offering them based on updated insights.
4. Keep it simple
Predictive analytics can help identify who to target with a specific message and what message will resonate the most. Send messages that are clear, actionable and use appropriate and relevant language.
5. Use multiple communications channels
Predictive analytics can also identify how consumers want to be contacted, like who wants to get an email or who prefers text messaging. Work these preferences into your marketing plans so you aren’t leaving opportunity on the table.
6. Use data to pinpoint the right programs
Do you feel like people aren’t using the programs you are offering? Analyzing data can also identify which programs your population needs so you make smarter investments. For example, predictive models can identify what percentage of your population is at risk for diabetes, as well as who to target with personalized outreach to drive higher engagement.
Leveraging predictive analytics gives you the insights you need to bring focus to your health and wellbeing strategy. By utilizing the power of predictive analytics and working with partners who do the heavy lifting, you can meet consumers where they are today and predict where they are going tomorrow.