PODCAST · health

Clicking with Patients - Personalization

by Clicking with Patients - Personalization

Dear Personalization, We Need to Talk.Yes, “personalization” is plastered on our homepage.I say it out loud at some point in pretty much every conversation to describe what we do.But no, it does not mean what most people think it means. And it’s time we stop pretending it does.Let’s rewind. Decades ago, “personalization” was revolutionary. Seeing “Hi Daniel” on an envelope probably felt downright magical when you may have never seen your own name in print before.Today, this thing would be in the recycling bin before you even made it back into the house. And yet, weirdly, our definition of personalization is still stuck there - pasting in names, dropping in job titles, “customizing” based on a few clicks or an open rate.That’s not personalization. That’s mail merge with nicer fonts.I get it, you’re using personas! You’ve got research! But if your personalization strategy treats a whole group of people the same, you’re not personalizing. You’re just politely stereotyping.Persona