According to a study conducted by the A/B testing and personalization platform Kameleoon and Forrester Research, healthcare brands that use A/B testing and personalization are 5x more likely to report faster growth than those that do not. The three Vs are what keep so many brands back:
- They are overwhelmed by the amount of data.
- Velocity: They are being bombarded with data at an alarming rate.
- There are far too many different types of data.
As a result, Despite the fact that eight out of ten healthcare brands say they will improve their use of data and analytics to create better patient experiences, only two out of ten actually do so.
Healthcare brands are also having difficulty understanding the connection between data type, regulatory risk, and optimization. According to the study, nearly half of healthcare brands believe that using anonymous data for UX optimization is risky or extremely risky.
This all sounds very familiar to me. Healthcare brands are right to prioritize data privacy and security as guardians of some of our most personal data. But, as a result of my work at Winona, I’ve learned that HIPAA compliance does not have to come at the expense of providing a better patient experience.
Do you want to know more about healthcare optimization statistics? Continue reading from Kameleoon.
Winona is a telehealth company that offers women anti-aging and wellness treatments based on doctor-recommended medical advice. We set out, like many brands, to provide exceptional experiences to our customers while also being data-driven from the start. However, like most businesses, particularly those in regulated industries, we were unsure where to begin.
Management was terrified of government oversight. Everyone was occupied. When we discussed optimization, our discussions quickly devolved into the most sophisticated ideas, which quickly fizzled.
Let’s fast forward to today. We’ve learned through trial and error that by being customer-centric, we can easily measure and optimize patient experience. Our investments in analytics and optimization solutions are paying off.
Here are six actions we’ve discovered that can help healthcare organizations get the most out of their martech stack.
Use martech solutions and services that are HIPAA-compliant.
Work with solutions that can sign business associate agreements in addition to HIPAA compliance (BAA). Rather than switching to a HIPAA-compliant solution later, start with one that can sign BAA immediately if you are serious about improving conversion rates and engagement. You don’t want to begin with one that can’t handle protected health information (PHI) or personally identifiable information (PII) (PII).
There are also HIPAA-compliant agencies to choose from with strong data security practices. Any agency that will have access to your data must also follow HIPAA-compliant practices and sign a BAA.
Use available integrations to make your entire martech stack work for you.
You have access to cutting-edge technology. Utilize available integrations to fully utilize its capabilities. In Mixpanel, our preferred product analytics platform, we create “cohorts” of customers. We target cohorts with A/B tests and, where appropriate, personalized experiences using the Mixpanel-Kameleoon integration. In real time, Kameleoon sends test performance data back to our Mixpanel dashboards.
The users who saw variant #2 in the Onboarding A/B Test saw a significant increase in both monthly active users and revenue generated from that group when compared to the control group, as shown in the screenshot below. Nobody had to pull a report, stay late, or create a presentation deck to explain the business impact of our optimization.