For healthcare organizations looking for a multi-channel solution that allows their team to oversee the entire marketing content lifecycle, a digital experience platform (DXP) like Optimizely One for Healthcare is an obvious choice.
A DXP enables your team to provide next-level digital experiences to your patients, staff, and website visitors with content management features that go above and beyond your standard content management system.
But even for healthcare marketers aware of a DXP’s core functionalities and the ways they can streamline their daily workflows, there are some lesser-known features that can impact the way an organization attracts, engages with, and retains patients.
Let’s dive into a few of these lesser-known DXP features and the benefits they can deliver to healthcare organizations.
1. Personalization
Personalization isn’t just a marketing buzzword — it’s a growing trend that many of today’s consumers demand from their digital experiences.
With a DXP like Optimizely One, healthcare marketers can go beyond simply creating and posting content to create personalized experiences that drive improved results.
Optimizely One allows for rules-based personalization, audience- and geographic-based targeting, and A/B and multivariate testing, all supported by reporting and analytics tools that help them make confident, informed decisions.
By delivering content and recommendations that align with patient demographics, past interactions, and even search intent, marketers can build trust and reduce friction in the patient’s journey, ultimately increasing engagement and conversion rates.
2. AI-generated content insights and recommendations
There’s no escaping artificial intelligence (AI) in the marketing space, especially when it comes to findability and how consumers search for information online.
But with a DXP, embedded AI tools can help you simplify your content workflows and stay ahead of the curve with content generation tools as well as AI-based tagging and recommendations.
3. Support for headless architecture
As healthcare organizations expand their digital ecosystems, having a flexible content delivery approach becomes critical. Headless architectures, supported by DXPs like Optimizely One, decouple the content management system (CMS) from the front-end presentation layer. This allows content to be delivered across multiple channels, such as multiple websites or a mobile app.
For example, a health system could use headless capabilities to ensure consistent messaging across its website and mobile app while tailoring content formats for each channel’s unique user experience. This is particularly useful for organizations with multilingual audiences or those experimenting with emerging technologies like voice search.
4. App integrations for seamless operations
A DXP like Optimizely One can also integrate with programs in your tech stack, creating a unified ecosystem that enhances operational efficiency and patient experiences.
Optimizely can integrate with Microsoft Office, Google Analytics, Eventbrite, SurveyMonkey, and more, enabling you to work more productively with the tools you already use.
Ready to experience these DXP benefits?
In a competitive landscape where patient expectations are evolving rapidly, leveraging the full capabilities of a DXP like Optimizely One can provide your organization with a distinct advantage. By embracing features like personalization, AI-driven content insights, headless architectures, and app integrations, marketers can deliver experiences that not only meet but exceed patient expectations.
If you’re interested in learning more about DXPs for healthcare, check out our blog posts on how a DXP can help growing healthcare organizations and why you may want to consider a DXP over a traditional CMS.
When you’re ready to see Optimizely One in action and the benefits it can deliver for your organization, contact our team for a demo!
