Let’s cut to the chase: If your engagement strategy isn’t personalized, it’s probably not performing.
Today’s CMOs of health systems and health plans face a defining moment—one where marketing must evolve from transactional messaging to transformational momentum. It’s no longer enough to send reminder emails and hope for clicks. Today’s healthcare consumer—whether patient or member—expects relevance, precision, and connection at every touchpoint.
That’s why personalization is the new competitive advantage—and a cornerstone of ab+a’s GiG Model: Grow. Impact. Good.
Because in a landscape where the next disruptor is always one click away, personalization isn’t just a tactic. It’s a strategy. A mindset. And for forward-thinking healthcare organizations serious about driving growth and deepening loyalty, it’s a must-have muscle.
GROW: From One-Size-Fits-All to One-of-a-Kind
Let’s be blunt: running “more ads” won’t drive real growth. Running smarter, more personalized campaigns will.
Personalized engagement maps directly to strategic marketing priorities for both systems and plans:
- 23% increase in patient retention when outreach is customized by health history.
(Source: NRC Health, 2024) - 30% improvement in appointment adherence when AI-powered reminders are personalized by behavior.
(Source: HIMSS, 2023 Analytics Adoption Model)
This is what “Grow” means in the GiG Model:
- Smart segmentation
- Predictive nudges
- Micro-targeted messaging
- Scalable omnichannel campaigns that actually convert
And it’s not hypothetical. Healthcare organizations applying this approach are slashing leakage, boosting Medicare Advantage retention, improving wellness engagement, and reclaiming share from retail disruptors like Amazon Clinic, One Medical, and CVS Health.
Quick Win:
Use your CRM to identify patients or members overdue for screenings and send behavior-triggered reminders with one-click scheduling. Better outcomes. Better ROI. Faster.
IMPACT: Execution Is the New Strategy
Let’s face it—most marketing failures aren’t from bad ideas. They’re from broken execution.
You need flawless delivery at scale. Because personalization without precision? That’s just noise.
With the Impact phase of GiG, we focus on:
- AI-powered workflows to eliminate lag and optimize channel mix in real-time
- Real-time performance dashboards that track engagement across segments and flag drop-offs before they become losses
- Content automation that adapts based on care plans, gaps, and behavior
91% of consumers say relevant communication improves their trust in a provider or payer.
(Source: Salesforce Connected Healthcare Consumer Report, 2023)
And trusted brands? They win. Every time.
Quick Win:
Deploy an AI chatbot on your portal or app that answers FAQs, nudges next steps, and adapts to where the patient or member is in their journey.
GOOD: Purpose-Driven Engagement That Actually Delivers
Here’s the secret about “doing good” in healthcare marketing: it’s not fluff. It’s fuel.
Personalized engagement builds not just satisfaction, but loyalty—especially when it reflects an organization’s values.
- Millennials and Gen Z are 2.6x more likely to trust organizations that show tangible commitment to equity and community impact.
(Source: Edelman Trust Barometer, 2024) - Brands built on purpose outperform the S&P 500 by nearly 400%.
*(Source: Jim Stengel, “Grow”)
In GiG terms, personalization becomes your purpose amplifier. Use it to:
- Close care gaps in underserved ZIP codes
- Target high-risk populations with culturally relevant content
- Track sentiment and adjust outreach to reflect what matters to your audience
Quick Win:
Launch a “Brand Good Tracker” inside your portal—highlighting each patient’s or member’s health progress and the system’s impact in their community (e.g., “You helped lower ER wait times by completing your wellness visit!”)
What the Leaders Are Doing
Top-performing health systems and health plans aren’t waiting. They’re investing in:
- AI-driven personalization engines that tailor communication and outreach
- Omnichannel strategies that move people seamlessly across touchpoints based on behavior—not guesswork
- Personalization dashboards that tie engagement directly to revenue growth, HEDIS scores, Star Ratings, and VBC performance
And they’re seeing results.
According to a 2024 McKinsey report:
“Organizations that integrate personalization across marketing and operations see 40% higher lifetime value and **2x faster revenue growth.””
Personalization That Performs = GiG in Action
Let’s bring it home:
- Grow: Personalization drives strategic acquisition and loyalty.
- Impact: Flawless execution multiplies ROI.
- Good: Trust and relevance turn into retention and advocacy.
Personalization isn’t an initiative. It’s an imperative. And for healthcare CMOs ready to lead—not just compete—it’s the next logical move.
Let’s Build a Strategy That Performs
Want to explore how personalization maps to your growth priorities, tech stack, and audiences? Let’s run a quick diagnostic together—no fluff, just performance insight.
Your next patient or member connection shouldn’t feel generic.
It should feel like you know them.
Because you do. And if you don’t? You should.
