Integration and interoperability are the biggest challenges, while digital transformation and AI integration offer transformative opportunities, says Friederike von Krosigk, Chief Strategy & Marketing Officer at GE Healthcare.
“Leveraging digital platforms to enhance patient engagement and self-management of health conditions can lead to better health outcomes and patient satisfaction. Remote monitoring and telehealth services are prime examples of how technology can bridge gaps in care delivery,” says Friederike von Krosigk, Chief Strategy & Marketing Officer at GE Healthcare.
Friederike oversees all marketing strategies, planning, execution, and virtual sales in the region. She leads and supports Marketing and Virtual Sales teams across various segments, countries, and the Center of Excellence. Her core responsibilities include driving integrated marketing strategy and planning, resource allocation, digital marketing and operations, virtual sales, and marketing analytics and data science.
Friederike shares her expertise in navigating the complexities of the healthcare industry while driving innovation through digital transformation and AI integration. She emphasises the importance of integrating advanced technologies to overcome industry challenges and seize opportunities through strategic marketing and personalisation efforts.
Excerpts from the interview:
What is the biggest challenge and opportunity in your industry?
The biggest challenges are Integration and Interoperability.
- Complex Systems: The healthcare industry is characterised by highly complex systems involving numerous stakeholders, from hospitals and clinics to insurance companies and regulatory bodies. Integrating new technologies and ensuring interoperability among these diverse systems can be a daunting task.
- Data Silos: Healthcare data often exists in silos, making it difficult to share information across different platforms and providers. This fragmentation hinders the ability to provide holistic and efficient patient care.
- Regulatory Compliance: Ensuring compliance with stringent regulations such as HIPAA (Health Insurance Portability and Accountability Act) in the US or GDPR (General Data Protection Regulation) in Europe adds an additional layer of complexity. Balancing innovation with privacy and security requirements is a significant challenge.
The biggest opportunities are Digital Transformation and AI Integration.
- Enhanced Diagnostics: The integration of AI and machine learning in medical imaging and diagnostics can lead to more accurate and faster detection of diseases. This can significantly improve patient outcomes by enabling early intervention and personalised treatment plans.
- Operational Efficiency: Digital tools and AI can optimise hospital operations, reduce administrative burdens, and streamline workflows. This can lead to cost savings and improved efficiency in healthcare delivery.
- Patient Engagement: Leveraging digital platforms to enhance patient engagement and self-management of health conditions can lead to better health outcomes and patient satisfaction. Remote monitoring and telehealth services are prime examples of how technology can bridge gaps in care delivery.
- Data Analytics: Advanced data analytics can provide valuable insights into patient populations, treatment effectiveness, and operational performance. This can inform better decision-making and strategic planning.
In essence, while the challenge lies in integrating and ensuring the seamless operation of advanced technologies within a fragmented and highly regulated industry, the opportunity is immense in transforming healthcare delivery through digital innovation and AI
What advice would you give marketers looking to deliver personalisation at scale?
Invest in Data Infrastructure: Ensure robust systems for collecting and integrating data from multiple sources. Focus on maintaining high data quality and accuracy.
Leverage Advanced Analytics and AI: Use predictive analytics and machine learning to anticipate customer needs and automate personalisation. Implement algorithms that continuously learn and improve personalisation efforts.
Dynamic Segmentation and Personalised Content: Adopt dynamic and behavioural segmentation for precise targeting. Tailor content and messaging to individual preferences and ensure consistency across all channels. Regularly conduct A/B testing and gather feedback to refine personalisation strategies continuously
Automation and Scalable Technology Solutions: Utilise marketing automation tools to streamline and scale personalisation. Invest in cloud-based solutions and technologies that support easy integration and scalability.
Privacy, Compliance, and Continuous Optimisation: Respect customer privacy, ensure data protection compliance, and provide clear opt-in mechanisms.
Top 3 tips for developing effective lead generation campaigns and maximise engagement.
Targeted and Value-Driven Content:
- Know Your Audience: Research to understand their needs and preferences.
- Offer Value: Provide engaging, informative content like eBooks, webinars, and case studies.
- Personalise: Tailor content and messaging to different audience segments.
Multi-Channel Marketing:
- Use Diverse Channels: Combine email, social media, content marketing, PPC, and SEO and identify which give you hot leads vs leads that will need to be nurtured over time
- Consistency: Maintain a consistent brand voice and integrate campaigns across channels.
- Interactive Elements: Engage users with quizzes, polls, and interactive infographics.
Optimise Landing Pages and Forms:
- Compelling CTAs: Use clear, strong calls-to-action on your landing pages.
- Simplify Forms: Keep lead capture forms short and user-friendly.
- A/B Testing: Continuously test and optimise landing page elements to improve conversions.
What advice would you give to businesses looking to stay ahead in terms of customer experience and integrated marketing efforts?
To drive success, it’s essential to leverage data and analytics to gain deep customer insights, including behaviour, preferences, and pain points, as well as real-time data to make informed decisions and respond swiftly. Creating seamless omnichannel experiences is also crucial, ensuring consistency across all touchpoints and integrating marketing channels to provide a unified customer experience.
Personalisation plays a key role, with interactions and content tailored based on customer data, and the use of AI and machine learning to automate and enhance these efforts. Mapping out customer journeys helps identify key touchpoints and opportunities for further personalisation.
Additionally, investing in the right technology is vital, such as building data lakes centred around individual customers or accounts and utilising marketing automation tools to streamline campaigns and ensure timely, relevant communications. Lastly, maintaining a strong focus on customer feedback and continuous improvement helps refine strategies and drive long-term success.
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