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Precision Marketing in Healthcare: Transforming Patient Engagement and ROI
Nov 11, 2025
Healthcare provider marketing leaders face a dynamic environment shaped by regulatory complexity, evolving consumer expectations, and rapid digital transformation. During our recent masterclass at HCIC 2025, experts from UCLA Health, IQVIA Health System Solutions, and Fathom (an IQVIA business) demonstrated how precision marketing—powered by data and digital strategies—transforms patient engagement and drives ROI for health systems.
Strategic Partnerships Drive Results
UCLA Health, Fathom, and IQVIA Health System Solutions have established a model for collaborative innovation. By integrating digital paid media, SEO, and physician data, our teams reach patients and healthcare providers with targeted, relevant communications that accelerate engagement and growth.
Addressing Today’s Marketing Challenges
Fragmented media channels, disconnected technologies, and financial constraints require agile, omnichannel approaches. With 70,000 health searches occurring every minute, digital platforms serve as the primary entry point for care decisions. Research shows that while Google remains dominant, younger audiences increasingly seek medical advice on emerging platforms such as Reddit, ChatGPT, and TikTok.
Personalization as a Competitive Advantage
Data reveals that personalization drives patient loyalty and operational efficiency:
- 72% of patients expect care tailored to their clinical needs
- 88% demand experiences as personalized as other online interactions
- 83% value coordinated, seamless journeys
- 61% skip appointments due to complexity
Health systems that prioritize personalized engagement outperform peers in satisfaction and retention.
Integrating Marketing and Operations
Alignment between marketing and operations unlocks unified patient experiences. IQVIA enables teams to coordinate community engagement, brand campaigns, patient acquisition, education, reminders, scheduling, and follow-ups. UCLA Health’s “Keep on Rising” campaign exemplifies how unified messaging and operational excellence deliver measurable growth.
Precision Marketing in Practice
Precision marketing relies on:
- Audience research and patient journey mapping
- Data-driven budget allocation
- Omnichannel orchestration
- Hyper-targeting and segmentation
Our digital-first strategies prioritize conversion-ready audiences, leveraging programmatic display, video, audio, social campaigns, and paid search. Segmented email campaigns deliver personalized content to distinct patient groups, supporting both marketing and operational objectives.
Healthcare Provider Marketing: Bridging the Gap Between Click and Care
Physicians remain the most trusted source for patients, influencing care decisions and referrals. IQVIA’s solutions engage healthcare providers through triggered email campaigns and contextual outreach, guiding patients to appropriate care settings and optimizing referral pathways.
Data-Driven, Privacy-Safe Personalization
IQVIA’s approach harmonizes patient and provider journeys, enabling hyper-targeted segmentation while maintaining rigorous privacy standards. By combining deterministic healthcare provider-to-patient audiences with modeled, behavioral, and predictive segments, health systems expand reach, build trust, and optimize campaign performance.
Actionable Takeaways
- Align patient campaigns and healthcare provider referral strategies for unified experiences
- Build integrated teams across marketing and operations
- Use privacy-safe data to advance marketing strategy
- Focus on patient retention and continuity, not just acquisition
- Supplement growth strategies with community events and partnerships
IQVIA empowers health systems to redefine precision marketing, drive measurable ROI, and deliver exceptional patient experiences. Connect with our experts to explore how data-driven strategies can transform your organization.