As healthcare marketers start to look to 2023, it’s clear that data privacy has become a critical consideration as it relates to reaching key healthcare professional (HCP) audiences. Technology changes, such as Apple’s iOS 15 update and Google’s plan to remove third-party cookies, are also altering the landscape for digital marketers. How can healthcare marketers ensure their omnichannel marketing efforts can withstand current – and future – turbulence?
Ensuring your approach to HCP marketing is responsive and compliant to the data privacy and technology changes is priority number one. The first step is to evaluate your data strategy and identify any gaps or potential problems. When evaluating current identity data investments and partners, ask yourself the following:
- Is the same identity data used across all business needs? For HCP marketing to work effectively, each channel should use the same identity data to ensure consistent message delivery, HCP journey management, and analysis. But too often healthcare marketers take a scattershot approach when it comes to sourcing data and communicating with target audiences. Dr. Smith got the email you sent – but did the same Dr. Smith see your display campaign? Disparate audience data sets are not as effective as a single source of truth. The consistent use of a single set of identity data across all marketing channels that is the same identity set for marketing as other business uses, such as audience identification, claims data, and prescription data helps ensure the highest level of efficiency and effectiveness when reaching out to HCP audiences.
- Will your approach pass current and future data privacy laws? Data privacy laws in the U.S. are in flux as several states, such as California, are bringing in more stringent regulations meant to safeguard consumers’ personal information and data – and this includes the data of HCPs. Discussions about data privacy also continue among policymakers at the federal level. Having a strategic data privacy framework that ensures the ability to stay ahead of current and future legislative changes at both the state and federal levels is critically important to your marketing efforts. Reacting to each new data privacy law as they arise will only lead to a stop and start approach with regards to campaigns.
If, after careful evaluation, you find your current approach to data privacy does not fit with the legislative and technology changes taking place, you may want to adopt a Consent At Scale strategy. Consent At Scale is a permission-based framework that supports effective digital engagement with healthcare professionals, now and in the future.
Consent At Scale offers many advantages, including reaching enough of a target audience in a manner that achieves business goals; meeting the industry’s unique need for individual level data sharing; providing a single source of identity data that optimizes marketing activities and data-driven insights; and ensuring that organizations prosper in an evolving legal and technological environment.
To learn more about Consent At Scale, and how it can elevate your digital marketing, please visit us at: www.dmdconnects.com/consent-at-scale.
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