We’re big believers in that to challenge what’s possible, you need to see in new ways. For Trajectory, that usually means getting outside our immediate healthcare and wellness categories.
So with that, here’s some outside category inspiration for hospital marketers compliments of L2 – Why Starbuck’s, Sephora and Harry’s Loyalty Programs Stand Out. All three are great examples of how brands are leveraging digital to drive business. And as hospital marketing takes on many of the characteristics of traditional consumer marketing, these examples are quite relevant.
For Starbuck’s, the constant growth of their members (+ million in Q2 2016 alone) lies in their ability to deliver targeted offers using purchase behavior.
For Harry’s (truth be told I’m a big fan and a customer), it’s about investing heavily in targeting and retargeting display advertising, altering ad copy, content and landing page at each stage of the purchase funnel depending on consumer behavior history.
For Sephora, selling in skin care and cosmetic categories in which personalized recommendations are particularly important, they make relevant recommendations leveraging purchase and browsing history and adapting their content to maximize effectiveness.
You can view the full article here. And here’s to eyes wide open.