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Ramnis Baitha | UnitedHealth Group

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What are the key priorities for a MarTech stack optimisation strategy to achieve? – Improve marketing efficiency.

What would your company use AI the most for? – Build AI Bots to drive customer engagement

– Create scaled hyper-personalised content

– Develop data-led marketing campaigns

What are the major roadblocks in trialling the new innovations in marketing technologies? – Integration.

How important is data in making marketing decisions and engaging customers? – Very important – I always leverage data 100% of the time.

What will be the next evolution of mobile marketing that we can expect in the coming years?

– AI technology and intent marketing will play increasingly significant roles in the coming years. AI enabled algorithms are becoming faster every day and this means the learning/experimentation phase is becoming shorter. This will help business to take quick decisions leading to optimal use of the marketing spend and increasing optimal outcome.

What is the best use of technology you have seen during this time of crisis?

– I have been working in the healthcare segment for the last 8 years and the speed at which the adoption of digital technologies in serving customer base is increased over several years. Consumers have moved dramatically towards online channels, and companies and industries have responded in turn. One of the biggest changes which has happened in healthcare industry is that the Telehealth which has been around there for several years has become mainstream now. The volumes of Telehealth consults have gone up several multiples since the pandemic struck. Telemedicine platforms are also enabling patient families to speak with their loved ones in acute care. There is also rapid growth of remote patient monitoring (RPM) and home monitoring. Analytics has helped business in identifying consumers who would be more likely to adapt to this technology.

With the exponential rise of technology, is there still room for offline marketing?

– Yes, there is definitely room for offline marketing even if the share of digital marketing has rapidly expanded in the last 10 years or so. Digital Marketing has increased but the conversion from digital marketing still remains small as compared to offline marketing but the shift is happening for sure. For example, in the healthcare industry, the acquisition of customer through the digital platform used to be less than 5% a few years back and now it is more than 10% of the overall acquisitions. However, with the very human nature of healthcare as an industry, agents are still the dominant players in making the sales and the significant shift towards digital will take a few more years.

How do you connect, engage and build a persistent relationship with your customers?

– Marketing in healthcare industry has a very human element to it and it helps to promote proactive health and wellness which leads to improved care outcomes. We have tailor made customer program from the time when the customer becomes our consumer and throughout their lifecycle with us. We use advanced analytical capabilities to identify the right program at time for the right customers and this ensures that any information shared is personalized, actionable and timely.

Which part of the customer journey is the hardest part to capture data for?

– Customer Journey mapping has suddenly become very popular across different industries and is a powerful technique mixing storytelling and visuals to illustrate the relationship a customer has with a business over a period of time. However, the pitfall of the customer journey is the way the journeys are defined which many times are too narrow where many companies focus on narrow episodes of a customer’s experience rather than on a broader concern or need. This leads to a siloed way of working. A customer journey involves many moving parts, many of them sometimes not directly connected with customers but can impact their overall experience such as compliance, legal, and risk etc. They impact the customers but most of data from this department are rarely used and many times hard to capture meaningfully to address the overall objective of the customer journey.

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