The Easiest Way to Consolidate Your Healthcare Marketing Data

Are these problems your healthcare organization struggles with?

• You need data for effective marketing, but it's siloed in different systems

• You don't have clear insight into your data and analytics

• You watch your marketing budget shrink each fiscal year

The solution could be to consolidate your tools and your data, which helps your budget go further. Then, you have a single source of truth for your information — and you can easily manage the channels your patients use the most, like your website, listings, reviews, and social media.

But consolidation doesn't have to mean replacing all of your platforms and solutions with one vendor. (Although, with the right vendor and IT buy-in, you certainly can.) Instead, shift your mindset to think about consolidation in terms of marketing data management.

When all your information is consolidated into one central repository for a single source of truth, then that data can flow seamlessly from one system to the next, and back again. This connects all the platforms in your tech stack with the channels your marketing team manages — and unifies the patient experience across each one. With this approach, you reduce manual effort, streamline information management, and can focus your marketing efforts on improving your patients' experiences.

Choose a flexible solution that can serve as a "layer" on top of your existing platforms. A headless CMS that can both ingest and export data is ideal. It will enable your team to manage provider data and related content from one platform, ultimately delivering a patient experience full of accurate, consistent information across many digital channels.

A headless CMS can help you manage your marketing solutions better. Because it's connected to the other systems in your tech stack by either custom or pre-built APIs, information flows bilaterally between your headless CMS and the other solutions in your tech stack.

You can't take this approach with any headless CMS, though. The CMS needs to be able to ingest data (as well as export it). Not only that, but the data needs to be ingested and structured. Otherwise, your team will find themselves struggling to manage all the information imported, and you'll once again be making updates in multiple locations.

Layering a headless CMS on top of your tech stack should make information management easier, not harder. With the right CMS, your team can focus less on your marketing solutions and more on your healthcare marketing strategy.

Rather than manually managing all the systems in your tech stack, you can update information one time in your headless CMS, and then that change is reflected across all your patient-facing channels. This enables your team to focus marketing efforts on something else, instead of manually updating information across every website page, app, social media profiles, and more.

Even third-party marketing channels — like your local listings with Google, Apple, and Bing, and your reviews — are managed in one place. This conserves resources for both marketing and IT teams, who would otherwise make these time-consuming updates manually.

When you close gaps between teams and departments with a headless CMS layer, you eliminate internal silos in the process. Because you've reduced the platforms your team manages (and, by extension, the user logins, roles, and permissions you need to manage, too), multiple teams can all view and manage information in one place.

This layered approach consolidates your data and information without requiring that you fully replace your existing solutions. It also helps you save time, close gaps between teams and departments, and make a compelling argument for investment into marketing technology to your IT department.