Why personalization is a powerful tool for driving action—especially in healthcare

Consumers value privacy. When asked to choose between keeping their health data private and accessing personalized resources, seven in 10 respondents to a recent Healthline Media survey chose to protect their data. Yet, consumers are starting to explore the benefits of personalization. In this survey, which polled consumers living with chronic conditions, 48% had shared an email address to access tailored health resources while about 41% had shared specific health information. Brands have an opportunity to step in and tip the scales while still maintaining data integrity. Personalization is powerful, especially in health. When consumers register for these experiences, they get exactly what they need for their unique needs—leading to better health outcomes. To actively encourage more consumers to opt in, brands need to earn their trust and demonstrate the tangible value of personalization. Trust is foundational: Here’s how to foster it Nearly 80% of respondents expressed concern about sharing their health information online. How will their data be accessed, stored and used? Older adults are especially likely to be concerned. Unsurprisingly, 68% of respondents said they must know and trust a brand before sharing their health information. To build that trust, marketers can demonstrate their transparency and credibility through measures that include: By addressing these factors head-on, brands can help consumers feel safe sharing their information. However, they also need to give consumers a compelling reason to do so. Build personalized experiences based on what consumers value People will only sign up for something if they see how it benefits them. Put simply, to boost registrations, brands must recognize what consumers actually want, build that into their offerings, and clearly and effectively communicate that value at critical consumer decision moments. We asked respondents who were open to exchanging their data what they would value in personalized resources: By aligning with what consumers value most, brands can drive registration and set the stage for sustained interaction. Test and iterate personalized experiences to improve decision utility As consumers choose to use and return to personalized resources, they move from being passive recipients of information to becoming active participants in their health. More engagement means more opportunities for action both online and offline, including brand interactions. Certain types of personalized content are particularly effective at driving this cycle of sustained engagement and action: What consumers want matters—and brands see even greater success when they continually test and refine their offerings to understand what actually works to motivate action. This iterative approach ensures personalized experiences drive measurable progress and decision-making within and beyond the experience itself. Take a proven approach for a data exchange that encourages action At Healthline Media, we’ve seen firsthand the power of trust and tailored experiences. Consumers who opt into our platform gain access to personalized resources directly relevant to their health needs. Users are motivated to progress in their health goals and return to our platform regularly, opening up multiple opportunities for meaningful action—whether that means trying a new treatment, adopting a healthier habit or connecting with one of our brand partners. Through this approach, we ensure that the data exchange is truly valuable for both our consumers and our partners, driving better outcomes for all. SOURCE: Healthline Media Privacy and Personalization study. Survey of 1,078 people living with a health condition. July 2024.

Why personalization is a powerful tool for driving action—especially in healthcare

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