field notes

You don’t need a crystal ball to tell me what’s coming next in healthcare marketing. As most marketers here know, just look at B2B and B2C - you’ll see the tools and technologies coming into our industry. 

I have lots of conversations with hospital and healthcare leaders about patient empowerment. And for years, those conversations have centered on finding ways to help health systems offer educational, financial, and administrative resources through better digital experiences. In other words, using technology to give patients greater control over their own health experience. 

Shared resources almost always come before individual resources. 

Across industries, companies are on the brink of a second wave of digital transformation, fueled by AI and emerging technologies. But in healthcare, many organizations haven’t even completed their first digital transformation. While other sectors are pushing forward with cutting-edge tools and personalized digital experiences, too many healthcare websites still struggle with the basics of content management, user experience, and accessibility.

Last week I saw a quote that resonated with me: 

 “All behavior makes sense with enough information.” 

It’s a simple way of illustrating the B2me approach we use at White Rhino. Behind every choice or belief is a person with a history of personal and emotional experiences. And the actions we take - no matter how they come across to other people - are a result of those experiences. 

Knowledge built on knowledge is what separates human beings from all other creatures on the planet. In large part, the current lives we enjoy are thanks to millenia of cumulative knowledge. 

Today’s media is buzzing with pretty dramatic headlines declaring the end of cookies on the web. But here's the thing: it's not all doom and gloom for marketers. For marketers who have relied heavily on third-party cookies over the past several years, the shift to a cookie-less web can feel daunting. But our ability to personalize messages and offers is not going away. We just need to be more mindful and strategic about the way we collect and use data. 

Creating moments of customer serendipity

Where “serendipity” is used to describe the coincidental occurrence of events in a beneficial way, the concept of customer serendipity is not a matter 
of chance at all.

With right strategy and technology, you can deliver the right content at exactly the right time that it matters. It seems like surprise to your users and yet it is a trusted and welcomed interaction.

Today’s modern and personalized web architectures allow you to give each user a unique experience tailored to their needs.