In the ever-evolving landscape of healthcare marketing, delivering seamless, personalized experiences is more important than ever. That’s where a digital experience platform (DXP) comes in — it’s your organization’s all-in-one tool for elevating your marketing strategies through personalization, optimization, and multi-channel campaigns.
But if this is your first experience researching the right DXP for your organization, you may not know what to look for — or how a DXP differs from a traditional content management system (CMS).
What is a DXP?
While similar to a traditional CMS, a digital experience platform goes above and beyond, offering a suite of integrated tools to manage and optimize the entire patient journey. From personalized content delivery to robust analytics, a DXP provides a level of sophistication that a CMS does not.
If you’re considering upgrading to a DXP, here are some key factors to evaluate before making your decision.
Personalization options
One of the most powerful features of a digital experience platform is its ability to deliver personalized experiences. Patients expect tailored content that meets their unique needs, whether information on a specific treatment, recommendations for local providers, or reminders for upcoming appointments.
Look for a DXP that enables advanced segmentation and personalization capabilities, allowing you to:
- Use patient data to create dynamic, customized content.
- Build targeted campaigns based on demographics, location, and online behaviors.
- Continuously refine experiences using A/B testing and machine learning tools.
The right DXP should empower your organization to deliver the right message to the right person at the right time.
Integration capabilities
Your healthcare organization likely relies on a variety of digital tools, including appointment scheduling systems, analytics platforms, and social media channels. A healthcare digital experience platform should seamlessly integrate with these tools to provide a unified view of patient interactions and streamline your workflows.
When evaluating platforms, consider whether the DXP can integrate with your existing tech stack, as well as if it has built-in capabilities to replace programs like your CMS and streamline your workflows.
Support for complex campaigns
Healthcare marketing often involves intricate digital campaigns that span multiple channels and touchpoints. From launching new service lines to promoting seasonal wellness initiatives, your healthcare digital experience platform needs to handle these complexities with ease.
Look for features such as:
- Multi-channel campaign management.
- Tools for creating and scheduling content across websites, email, and social media.
- Real-time analytics to monitor campaign performance and adjust strategies on the fly.
A platform capable of managing complex campaigns ensures that your organization can stay agile and responsive to patient needs.
Advanced analytics and optimization
In today’s data-driven world, having access to robust analytics is non-negotiable. Your DXP should provide advanced capabilities for analyzing your website or campaign performance, optimizing your marketing materials, and enhancing patient interactions across the digital landscape.
This includes:
- Dashboards that provide actionable insights into user data and campaign performance.
- User profiles that offer data into what content website visitors are searching for and how they’re interacting with your site.
- Tools for continuously improving the user experience through optimization.
With analytics and optimization options like these, your team can make data-backed decisions that improve engagement and drive better outcomes by leveraging these capabilities.
Healthcare focus
With all that in mind, it’s also essential to think about whether your DXP of choice was designed with healthcare marketers in mind and offers a partnership with a digital healthcare marketing agency that can not only get you onboarded but ensure you’re using the platform to its fullest potential.
One DXP checks all of those boxes and more: Optimizely One for Healthcare, backed up by a partnership with Geonetric.
Why Optimizely and Geonetric?
Optimizely One for Healthcare is a standout choice for healthcare organizations looking to level up their digital strategies. With robust personalization tools, seamless integrations, and advanced analytics, Optimizely delivers the capabilities you need to create exceptional patient experiences. From managing intricate campaigns to optimizing every digital touchpoint, it’s built to meet the unique challenges of healthcare marketing.
When you choose Optimizely One through Geonetric, you get more than 25 years of industry healthcare marketing experience and a dedicated team ready to make sure you get as much value out of the platform as possible. We’ll partner with you to ensure a smooth transition to Optimizely, help you maximize the platform’s potential, and guide you through the strategy and content decisions that will drive results.
If you’re ready to learn not only how a healthcare digital experience platform can transform your marketing strategies, but how to choose the best one for your team, Geonetric is here to help.
Contact us today to learn more and see Optimizely One in action!
