Search Disruption: A Healthcare Marketer's Playbook kdavis Fri, 05/03/2024 - 12:04 Topic Digital Strategy Summary Are you ready to navigate the seismic shifts in search dynamics?
Welcome to the forefront of change. The digital landscape is evolving faster than ever, and as a healthcare marketer, staying ahead is imperative. The Search Disruption: A Healthcare Marketer's Playbook is your definitive guide to thriving in the era of AI-powered search. Promo Image Search Disruption Whitepaper Cover Preview Graphic.jpg

The Remix — The Evolution of the Digital Front Door cloos Tue, 04/30/2024 - 13:02 Topic Digital Strategy Summary Over 20 years of evolution, the Digital Front Door has changed from a simple portal to a fully integrated digital experience. With investments in the Digital Front Door higher than ever and consumer expectations on overdrive, where will it go next? Promo Image DFD_Promo image

HIPAA Compliant A/B Testing in Healthcare Marketing ldicosta Wed, 04/24/2024 - 10:47

With digital healthcare competition extending commercially to options like Amazon Clinic and Walmart Health, it is now more critical than ever to optimize patient interactions and digital access to your services. 

Health systems must move beyond designing digital experiences based on minimal and static user research performed at the start of a rebrand or website redesign, and instead implement a practice of ongoing experimentation, leveraging A/B testing.

Understandably, design and UX experimentation in healthcare has lagged behind other industries. While patient privacy and HIPAA compliance will always be a priority, consider the tremendous benefits A/B testing can bring to health systems. It is now more than ever, critical to the success of healthcare marketers acquisition goals.

A/B testing can open up a world of higher patient engagement, increased appointment booking, fewer missed appointments, and even better health outcomes. And it’s feasible – HIPAA compliant tools do exist. 

Phase2’s Top Picks for HIPAA Compliant A/B Testing Tools

• VWO is a robust enterprise A/B testing and personalization tool. It includes several AI features and also includes user research tools like surveys and heatmapping.
• Salesforce Marketing Cloud is a powerful marketing platform that includes CDP functionality, personalization, marketing automation, and analytics. As part of the personalization and marketing automation features, you can A/B test design and content across channels. Salesforce’s AI tool is also integrated to recommend tests, content, and provide generative and predictive analytics.
• Kameleoon offers built-in personalization features powered by AI. This lets you optimize not just content and design variations but also cross-channel campaigns.
• Taplytics provides a great integration-friendly mid-market solution with personalization features as well as user research tools like surveys and session replays. Taplytics has a built-in integration with Freshpaint, a HIPAA compliant analytics solution, which can be helpful when wanting to understand the impact of personalization efforts compared to other optimization strategies.

Important Tips

Choosing an A/B testing tool that is HIPAA compliant is essential but not always straightforward! Even if a tool purports to not store PHI, you will need them to sign a BAA with your health system in order to be HIPAA compliant.

Another consideration when choosing a tool should be the tool’s use of AI. Leading tools will have AI integrations to help suggest A/B tests, and provide test recommendations to optimize content such as alternative headings and call-to-action copy. 

Let’s Get Started

Through continuous experimentation, health systems can deliver patient-centered experiences that increase engagement, save on support costs, and promote preventative health efforts. Leading health systems will invest in A/B testing and unlock a future of healthcare that prioritizes both patients and the bottom line. 

So go ahead – schedule demos, start the conversation with your legal team, and get started on your experimentation journey. Phase2 often interfaces with these tools and sets up demos for our clients. Drop us a note and we’ll be happy to assist and lend our expertise. 

Publication Date Wed, 04/24/2024 - 10:36 Annie Stone Director of Marketing Services

Annie uses her pragmatism, curiosity, and creativity to develop data-driven and innovative marketing strategies for our clients. With 10 years of experience working across a diverse set of marketing functions, Annie helps marketing teams create and optimize engagement strategies that provide the key processes and data they need to drive meaningful results, actionable insights, and real business impact.

Featured Blog Post? No Has this blog post been deprecated? No Summary With digital healthcare competition extending commercially to options like Amazon Clinic and Walmart Health, it is now more critical than ever to optimize patient interactions and digital access to your services. Topic Data & Insights Banner-abtest.png Promo Image

Balancing Privacy and Performance: Navigating Healthcare Marketing jpatterson Mon, 04/22/2024 - 13:32 Topic Digital Strategy Summary Join Freshpaint and Phase2 as our experts showcase how organizations can effectively navigate OCR’s guidance while executing high-performance marketing campaigns securely and responsibly.