Balancing Data-Driven Marketing with Consumers’ Demand for Control

We hear consumers express angst over companies accessing and using their data. But their actions tell a different story—consumers consistently engage with personalized content that is served up based on first- and third-party data. So how are smart healthcare marketers navigating this challenge? By using data for good. Democratizing access to healthcare data gives consumers the control they crave, and pairing it with meaningful, optimized content empowers them to make decisions that lead to better health.

After this session, you’ll be able to:

  • Understand how Quest Diagnostics, in partnership with JPL and TMMData, uses data to empower consumers as they demand more control in healthcare decisions
  • Consider data and audience segmentation to launch and iterate campaigns quickly
  • Keeping consumers’ emotional needs as the north star for highly targeted healthcare media