Leveraging Personalized Digital Communications and Psychographics to Maximize Marcom Effectiveness
// By Brian Griffin //
Learn how Riverside Health System used an automated audience segmentation strategy to increase patient engagement.
Eileen Varnson, vice president, marketing, communications, and digital strategy, Riverside Health System
Last year, Virginia-based Riverside Health System set out to enhance digital communications with its patients in pursuit of the Institute for Healthcare Improvement’s Triple Aim.
Eileen Varnson, vice president of marketing, communications, and digital strategy, determined that the best way to achieve this ambitious objective was to partner with Upfront Healthcare to adopt a personalized digital communications strategy. The strategy was steeped in consumer/behavioral science and psychographics to drive patient engagement, especially among diverse populations. “Their expertise in this arena perfectly aligned with what we wanted to accomplish,” says Varnson.
Paul Prikazsky, managing principal, client strategy, Upfront Healthcare
Paul Prikazsky, Upfront’s managing principal for client strategy, calls psychographics “a competitive differentiator” that enables marketers to develop a deep understanding of patients through segmentation based on behaviors, interests, values, and other characteristics. He says, “The detailed data is used to more precisely market to patients and prompt them to take actions that can improve their health and produce better medical outcomes.”
Another advantage, says Prikazsky, is that this type of personalization can be automated to reach and impact patients at scale while minimizing staff time investment.
Read on to learn how Riverside Health used the strategy to engage patients to achieve the Triple Aim.