Individualization at scale. You’ve likely heard the phrase at least once or twice in recent years. It’s a rising buzzword in the marketing world, and it’s proven to be valuable for all industries and verticals.
“Individualization is the new personalization,” reads the title of an article published by TargetMarketing in January 2018. To summarize: How and why consumers (and patients) take action is specifically tied to their interests as individuals. In order to achieve individualization, businesses must deliver content experiences to a segment of one. The experiences must be optimized in real-time based on the actions and preferences inextricably tied to that customer’s identity.
Engaging a consumer in a retail environment isn’t all that different from engaging a patient in a healthcare program – and, in fact, the healthcare industry is uniquely poised to rise above other industries when it comes to engagement simply because one’s health and wellness is an innately personal (and, therefore, individualized) topic.