Peter Drucker once said, “…know and understand the customer so well the product or service fits him and sells itself.” As healthcare marketers, we have more data on our customers than any other industry – so we have no excuse not to be relevant. Knowing your audience is crucial to successfully marketing procedures and increasing service line volume. The Understand tab in the Patientology™ application allows clients to more deeply analyze their audience. It can help them make more informed decisions in terms of tightening their targeting or optimizing their creative based on various attributes. By first gaining a deeper understanding of the individuals you communicate with, you can then tailor your messaging directly to recipients.
After building and updating a query in the Query Builder section of the Patientology application, you can get much more detailed information about your audience by clicking the “Understand” tab in the menu ribbon.
Once on the Understand tab, a series of widgets is revealed that shows more about your audience. The screenshots below are just a few samples of the widgets that are available:
Clients can use this information to:
- Decide whether or not to leverage digital variable printing by age range, gender or ethnicity before submitting a creative brief to a designer/copywriter/agency
- See what payer type dominates their query to ensure they are communicating with the targets they truly want to drive to their facilities
- View the Top 10 Risk Factors and Top 10 Self-Reported Ailments and look for
- Identify groups that may be excluded to align with budgetary needs
The above is only a snapshot of what the Understand Tab can reveal about an audience.
|If you want to learn more, Lead Client Strategist Mary Jane Mortell is hosting two upcoming client-only educational sessions that will focus on the Understand Tab. They will take place on Wednesday, February 15th at Noon Central, and Tuesday, February 28th at 2:00 p.m. Central. Tea Leaves Health clients can attend this session to become an expert in the portion of the application that provides them with total information awareness in terms of patients and prospects. To attend, request a meeting invite from any of your Client Services team members or email firstname.lastname@example.org.
If you’re not a current client but want to learn more, contact us here.