| 21 Jul 2015
Since the customer base is categorized, the messages that go out to customers are personalized. This eliminates the annoyance aspect for those who are not even remotely looking at subscribing to such services.
For instance, there is a database of men who attended a free health checkup program organized by your healthcare company the previous. This year around, when your organization plans the free checkup program again, it can use marketing automation to deliver messages that apply only to that particular set of people, ensuring definite participation.
This is what sets marketing automation apart, and brands it a powerful marketing tool.
There are several analytics programs that marketing automation platforms offer to track the development at each stage of an online marketing campaign – beginning from lead generation to lead nurturing, and moving on to lead conversion in the final stage, eventually helping to retain customers. Yet another powerful attribute of marketing automation is that it helps you compare the successes of various marketing tactics to make suitable adjustments. The efficiency of techniques that do not bring desired results can be improved. Also, it allows you to measure and analyze the expenses incurred and profits generated to calculate the effect on return on investment (ROI).
Clearly, leveraging marketing automation can prove to be extremely beneficial for healthcare brands in engaging with potential consumers on several platforms, apart from positioning themselves as the healthcare service provider of choice.
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