When you compare two important measures of Web-based and email advertising effectiveness – click-through and conversion rates – these personalized suggestions perform vastly better compared to untargeted content (such as banner ads and top-seller lists).
From our pharma marketing viewpoint, I’ve been pondering the health, medical, and wellness applications of such recommendations:
- If you have this condition, you should pay attention to these associated risk factors.
- If you’re taking this prescription, you might consider this companion product/food to make it more tolerable.
- If you are seeing this kind of doctor, you could also benefit from these supportive healthcare services.
1 comment:
Bonnie Feldman (@DrBonnie360)
Mark,
I have been asking the same question as a follow up to my research on mobile health games and online support for behavior change
http://www.mobihealthnews.com/offers_5/Mobile_Games_for_Health.php
There is some beginning hints at this question in the Quantified Self movement and again in the crowd sourcing companies such as Patients Like Me and Cure Together. I will be at the mHealth Summit in Washington pondering the use of these types of data analytics in healthcare.
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