Retail health companies are discovering that customized marketing messages perform better than general digital mailings. One healthcare services company dramatically improved its engagement from lapsed customers with a test-and-learn approach to digital marketing. Instead of sending the same mailing to all customers, it tailored the content for small customer groups based on feedback. Within three months, revenue from former lapsed clients increased by 60%, boosting total revenue by 6%.
Jeremy Martin is a partner with Bain & Company's Healthcare practice and is based in Bain's Atlanta office.