For years, marketers were told to prioritize personalization in marketing to help audiences feel like they had a personal connection with the brand, company, or rep who was contacting them.
There is still a need for personalization. However, the increasing desire for data privacy seems, in many ways, contradictory to the goal of creating marketing campaigns that resonate with a recipient’s interests and behaviors.
In healthcare, the need for privacy extends beyond HCPs’ preferences. Patients are becoming increasingly concerned about protecting their personal health information and are not always sure how their data is accessed or shared.
So, as personalization and data privacy become increasingly necessary, how can marketers find balance?
Understanding the Need for Personalization AND Privacy
Marketers must first recognize that, while personalization and privacy might seem at odds with each other, they can co-exist.
In fact, consumers want both. But they are particular about how they want their data to be collected and used.
According to recent research, two-thirds of consumers want to see customized ads based on their preferences. At the same time, though, 45 percent of consumers are uncomfortable sharing their data.
When the researchers looked closer at why so many people were uncomfortable sharing personal information, they discovered that most consumers don’t want to give marketers access to sensitive information that will be shared with or sold to third parties. People are more willing to provide information that will be used exclusively to improve their experience with marketers and advertisers.
What Kind of Data Are Consumers OK Parting With?
Even among consumers who were OK sharing some data to improve their marketing experience, the specific type of data being collected was an issue.
The researchers discovered that people were typically ready to share more generic data with a specific company, such as their age, ZIP code, gender, and email address.
They were not as willing to give up more sensitive information, including their location, online browsing history, or phone number. Overwhelmingly, consumers admitted to being uncomfortable with having companies record their conversations and use them for marketing purposes.
How to Prioritize Privacy While Still Delivering Personal Marketing
So, in an age when audiences want information that is both personal and secure, how can marketers prioritize privacy?
Here are a few ways to develop a privacy-first marketing strategy that will work across industries, including healthcare and life sciences.
Step 1: Be transparent about data collection
Marketers need to be clear about what type of data they are collecting and how it will be used. This lets audiences know whether they can trust the marketing source and allows them to share or not their data. Transparency builds trust, which is essential for marketing relationships.
Step 2: Evolve data infrastructure
Many marketers need to take another look at their data infrastructure to ensure that it respects privacy concerns while still collecting first-party data. This may require enlisting the help of a data partner, such as HealthLink Dimensions.
Step 3: Adopt a privacy-first mindset
Finally, marketers must have a privacy-first mindset to ensure that data privacy is always considered above personalization. This may require a cultural shift in larger organizations. Prioritizing privacy ensures personalized marketing efforts follow all relevant privacy regulations for maximum trust and impact with consumers and HCPs.
Work with A Trusted Partner Like HealthLink Dimensions
Navigating the tightrope between data privacy and marketing personalization can be challenging. Fortunately, today’s healthcare marketers don’t have to walk it alone!
HealthLink Dimensions partners with healthcare marketers to ensure data integrity while offering options for personalization through email deployment, SMS messaging, programmatic marketing, and other omnichannel marketing campaigns. Contact us to learn more.