Identity Resolution: The Cornerstone of Patient-Centricity in Healthcare Marketing
In the digital age, identity resolution has become the cornerstone capability underpinning impactful, patient-centric marketing and engagement. By creating a unified customer profile view, healthcare brands can finally deliver seamless omnichannel personalization at scale.
What is Identity Resolution?
Identity resolution, also called customer data platform (CDP) technology, involves connecting all the disparate data touchpoints associated with an individual to form a single “golden record” or identity. This could include attributes like name, contact info, demographics, behavioral data, transactional history, and more.
The Power of a Unified Profile
This unified identity delivers three game-changing abilities:
- Recognizing patients across channels
- Understanding patients deeply as individuals
- Engaging patients contextually across the entire journey
With identity resolution, brands can apply intelligence learned in one channel to orchestrate personalized experiences in the next, and implement true 1:1 marketing based on holistic customer insights.
Keys to Effective Identity Resolution
To execute identity resolution well, brands should focus on:
- Consent and compliance – Patients must explicitly permit unifying data from separate sources. Transparency is mandatory.
- Breadth and depth of data – Connecting CRM records with behavioral, transactional, and preference data reveals complete intelligence.
- Linking based on multiple identifiers – Name, email, mobile ID, login credentials etc. create a robust ID mesh.
- Ongoing hygiene – Processes to maintain accuracy through change of address, combining household profiles etc.
Driving Personalization Through Identity
Armed with a 360-degree patient view, healthcare brands can deliver experiences like:
- Tailored content based on interests and needs
- Relevant recommendations aligned to medical history
- Seamless omnichannel message consistency
- Personalized care suggestions based on gaps or risks
- Improved clinical trial matching and recruitment
- Proactive patient services and improved adherence
- Coordinated rep/nurse outreach based on persona nuances
The Impact on Patient Relationships
Identity resolution ultimately builds patient trust and loyalty. By demonstrating an intricate understanding of their needs, healthcare brands forge meaningful relationships through relevant, timely engagement. Patients feel valued as partners rather than anonymous entities.
This end-to-end personalization also boosts satisfaction and outcomes. When marketing meets individual needs, positive perceptions grow. Smart experiences based on a holistic view of the patient improve the quality and equity of care.
The Bottom Line
In today’s experience economy, identity resolution is a prerequisite for impactful patient-centricity and true 1:1 engagement. Connecting data dots into a single customer profile is the foundation for next-level personalization. Healthcare brands that embrace identity will gain an unbeatable competitive advantage.
