CRM Data Targeting Increase Conversions and Engagement

Target Customers

CRM data targeting brings together offline and online advertising to produce the digital equivalent of a laser beam: precise ad targeting based on CRM data.

What’s the Difference Between Retargeting and CRM Data Targeting?

Retargeting matches ads to a website visitor’s browsing history so that they see ads from sites they’ve visited. This enables a company’s ad to “follow” potential customers after they’ve visited their site.

CRM data targeting takes this a step further by using the information they have on their customers that is stored in their CRM system to align ads with interests. It combines both site visitor history (retargeting) with customer data from the customer’s interactions with the company (CRM).

Why Use CRM Data Targeting?

In ye olden days (i.e., before the internet), marketers used data from customer databases to match interests with advertisements. Direct marketers, for example, would scout magazine data sheets to find interests that aligned with their products, then send catalogs or direct mail advertisements that roughly corresponded to user interests. The problem with this is that a generalized interest may or may not match the products being sold.

Enter the digital age in which your every move online is tracked in some way. Although it sounds creepy in a Big Brother-ish type way, it’s actually quite helpful. The data collected on one site can be used across multiple channels.

CRM data targeting uses the best of both worlds: your customer’s history found in your CRM and their current browsing history. Aligning both sets of data can result in highly targeted ads and content that supports branding, acquisition and retention.

Digital Footprints, Digital Fingerprints

CRM data targeting brings targeting from the general (anonymous user has visited a website) to the specific (“Did you forget something in your cart, Susan?”). It allows you to know customers for better marketing, communications and services, and advertise to them to push products out the door.

Get Started Today

Want to get started in CRM data targeting? We can create an effective campaign to help you maximize your CRM data and make the most of your retargeting ads online. It’s both an art and a science. Fortunately, we’ve majored in both. 

Missed last month's article? Click here to read Retargeting: Increase Conversion Rates and Brand Awareness.


Boosting Patient Engagement in Healthcare

By Casey Williams

Two unrelenting forces are on a crash-course in healthcare: The rising volume of patient out-of-pocket payments and increasing patient demands for personalized engagement. Health systems and private practitioners alike need to meet the challenge head-on to show leadership in engagement and keep patients satisfied. Buck the status quo by treating patients as they see themselves: savvy consumers.

Adopting a consumer-obsessed engagement model is key to improving patient satisfaction and converting billing to revenue. Here are five ways health systems and practices can lean into patient engagement with strategic consumer outreach solutions.

1. Personalize Payment Portals
Simple personalization practices help patients feel that their online experience is tailored to them. Greet the patient with a personalized message using their first name and give patients the ability to set preferred out-of-pocket payment methods and contact information for appointment reminders and confirmations. 

2. Facilitate Patient Satisfaction
The loss of a patient due to dissatisfaction can result in a loss of more than $200,000 of revenue over the lifetime of a practice. Revenue cycle management leaders suggest helping patients help you by providing multiple payment and communication touchpoints, including patient-initiated payment plans, intelligent statements, secure payment processing and mobile capabilities to improve patient satisfaction.

3. Offer Pricing Transparency
Bring online shopping’s price transparency to the patient’s bill by explaining charges up front. By finding opportunities to inform the patient of their financial accountability and keeping those communication channels open, patients are more likely to take ownership of their bills and pay them on time.

4. Automate Billing Interactions
More than 80 percent of internet-connected U.S. households pay bills online — and over 90 percent use more than one online bill payment option. Patient payment portals should facilitate the entire payment process from payment-due alerts to one-time payments to recurring payment plan setup.

5. Deliver Optimized Technologies
Healthcare can be confusing, but the portal where patients access their billing information shouldn’t be. Patients need all aspects of their portal to work from any device or location so they can effortlessly access and manage their care records.

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Data-Driven Radiology Practice

Three Resolutions for a More Data-Driven Radiology Practice

By Chris Meenan

Radiology leaders have a strong interest in using data to guide decision-making processes, improve workflow and meet operational goals. However, resolve often dissipates in the transition from data gathering, to intelligence insight, to action. There is a real opportunity for healthcare providers to achieve operational cost savings that can then be reinvested into patient care. To do that, there are three New Year’s resolutions every radiology department should make.

Resolution #1: Why Being “Data Aware” Is No Longer Enough Limited access to real-time data, and trying to drive change with spreadsheet-based reports, are some of the biggest challenges for radiology departments today. This type of reporting provides only historic information that is days or weeks old. Static reporting may make departments “data aware,” but it is no longer sufficient in today’s healthcare environment of value-based care.

Resolution #2: Use Real-time Analytics to Identify, Prioritize Improvement Gains In order to become data-driven, radiology leaders must make better, faster decisions. To do that, we need to move beyond simple reporting to next-generation tools that provide a broader view that can help us predict what will likely happen. The value of real-time data is that it helps radiology leaders identify and prioritize opportunities for both short- and long-term improvement gains.

Resolution #3: Data Analytics Can Change the Way You Run Business We often don’t stick to our New Year’s resolutions because change is hard. We fall back to old habits or revert to what we’ve always done because it’s comforting, it’s easier, it’s worked. The first step to keeping a resolution is to believe that it can be done. In your mind, see the benefits of an aligned organization working together to meet goals and drive improvements. Envision a new departmental culture where everyone has a shared view of challenges and accountability to solve problems and sustain improvements. A department that is empowered not just by data, but by meaningful insights can drive change. Operational analytics tools can offer many of these benefits today and will increasingly provide more capabilities over the next several years.

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Sean Reilly
Sean Reilly
Publisher & Integrated Media Consultant Midwest
Stephanie A. Ellis
Stephanie A. Ellis
Integrated Media Consultant West
Louise Clemens
Louise Clemens
Integrated Media Consultant East