Consumers are more in charge of their product research journey more than ever. Before they ever go to your website, shoppers have already done a Google search, looked at reviews, and asked their friends. This is one reason why providing substantial, targeted content is value for your marketing efforts. Many marketers have continued with newsletters and catalogs, but have moved to more personalized editorial content to boost interest. What happens to results if you switch from a general-education newsletter to a fully personalized one? One community-based healthcare system found out. After sending a traditional newsletter for years, the healthcare system began matching the content to what it knew of patients’ health conditions. Personalized content ranged from advances in treatments to schedules for clinical trials. After about a year, the healthcare system conducted a readership survey to find out how the new approach was being received. The results?

• 93% of respondents felt the articles were relevant and of interest.
• 73% read the entire newsletter every time it came in the mail.
• 77% said it was easier and quicker to read.
• 95% said they became aware of services that were previously unknown.

Not only did the healthcare system solidify its relationship with existing patients, but nearly every one of those patients learned about some of the provider’s services they didn’t know about before. Imagine the impact on customer care! Not every marketer can track to this level of detail, but there are many simple, cost-effective steps you can use to monitor your marketing effectiveness too. Personalized URLs, barcodes (visible and invisible), discount codes, and multiple landing pages for various iterations of the same campaign are all ways to track and to measure results. Talk to us about converting your marketing into personalized content marketing!