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Healthcare Marketing: Bigger is not Always Better

March 5, 2013


Big data is the future of healthcare marketing, but big data does not mean bigger marketing, it simply means smarter marketing. Bigger data does not necessarily mean advertising on a grander scale, or marketing through even more platforms with multiple strategies, it means advertising and marketing more efficiently to meet the audience on a more targeted level.


What is Big Data?

First off, let’s define what ‘big data’ really is. It’s a marketing term that has become quote ‘trendy’ in certain circles, and understanding exactly what it means can help a great deal.


Big data is everything, absolutely everything. It’s an enormous amount of data stemming from analytics to call center data, to surveys, demographics, and much, much more. According to a McKinsey report, big data is defined as ‘datasets whose size is beyond the ability of typical database software tools to capture, store, manage and analyze.’


How Does the Healthcare Market Utilize Big Data?

Big data can be meaningful, useful and incredibly powerful, but it can also be overwhelming and suffocating to those who are not familiar with utilizing it efficiently. The professionals at Quaintise can take big data and transform that monster into more meaningful and relevant customer and patient experiences.


From personalizing the Facebook experience to customizing email campaigns and connecting patients with specialists or particular interests, Quaintise engages and enhances the connections between the patient and the brand, and visa versa.


The ultimate purpose of effectively utilizing big data is to improve the brand-consumer relationship, and in the healthcare industry that also means cultivating a trusting rapport. Big data can be used to segment and proficiently target patients with healthcare advice, products and physician services.


Examples of Big Data in Action

In researching some data for this article, I came across some specific examples of how big data is impacting the healthcare industry. From


Sitting on top of more than 700 million interactions gives Eliza an opportunity to do a whole lot of listening, and we tailor our health engagement programs to those learnings in different ways—but always with a singular focus on improving an individual’s happiness, health, and productivity—regardless of their demographic, regardless of their condition.  What we see is that if the message comes at the right time, using the right tone, and in the most appropriate medium, people will pay attention, and they’ll act accordingly. Some quick examples of our impact include:

  • increasing the number of patients who get their recommended diabetes screenings by 76%;
  • increasing colon cancer screening rates in a Medicare population by 137%;
  • quadrupling participation in an online smoking cessation program; and
  • we’ve even seen engagement among young, generally healthy individuals boost their perceptions of their health plans’ brands far beyond what more expensive, traditional advertising campaigns could deliver.


Your local physician’s office or specialist practice can achieve these same results, increase appointments and enhance the patient experience with Quaintise and big data. Give us a call to learn how to get started!