By John B. Brown and David K. BrownDecember 27, 2017 — For many, the concept of email marketing is simple: A link is sent to a page or message, followed by a purchase.
The concept of personalized marketing, though, is much more complex and involves a lot of different things, said David Knepper, MD, chief of the marketing division at MedStar Washington Hospital Center.
For example, a marketing strategy might be focused on creating a compelling email, and then using it to promote products or services.
A new study published in the American Journal of Cardiology (AJC) by Dr. John Bignone and Dr. Jennifer E. Johnson, PhD, shows that the right mix of email and other digital marketing can be successful in creating the right type of personalized communications for a particular patient population.
Dr. Bignonone and his colleagues analyzed data from more than 7,500 patients who were undergoing coronary artery bypass surgery.
In the study, the patients were matched to the demographics and clinical characteristics of the patients who had been randomly assigned to receive a digital copy of their medical records or a print copy of the same records.
The patients who received the digital copies were more likely to have had a preoperative heart condition that was not treatable by traditional therapies, were older and had a higher risk of developing a heart condition, such as a heart attack.
For example, the researchers found that patients who read their medical information digitally were significantly more likely than those who read it in person to have a pre-existing condition and to have an older age, and to be older and more likely with a history of pre-operative heart disease.
This study is the first of its kind, Dr. Bournes said.
“Our study demonstrates that digital marketing in conjunction with traditional media can be effective for promoting health and wellness, particularly among older patients, who tend to have lower risk of coronary artery disease,” he said.
The study also showed that the patients with the digital copy had higher levels of self-efficacy and lower levels of preoperative cardiac risk factors.
The results are important because they show that the health of older patients is at risk when it comes to cardiac disease, Dr Bignones said.
The results also demonstrate that digital media can reduce the risk of the pre-invasive heart condition called angioplasty.
Angioplastic coronary artery surgery is an invasive procedure that allows surgeons to open up the narrowed artery and remove a small piece of the blockage that prevents the blood supply to the heart from flowing normally.
It is a surgical procedure that can be difficult and time-consuming, but can be the most effective way to help people live longer lives.
This new study shows that digital communication is a powerful way to reach people who may be vulnerable to pre-insurgent coronary artery blockage, Dr Johnson said.
This is a very important finding because the older population is at higher risk for cardiovascular disease, and there are many factors that increase the risk, Dr Kneppers said.
For instance, a study published by the American Heart Association in May showed that those who have been diagnosed with hypertension, diabetes, or a family history of heart disease are more likely, regardless of whether they are physically active, to have pre-elevation plaque buildup in their arteries.
These patients are at greater risk for heart disease, the study showed.
Another study published last year by the University of Washington showed that patients with hypertension were at increased risk for stroke when compared to people without hypertension.
Patients with diabetes and obesity are also more likely.
These two studies show that digital communications are a powerful marketing tool to reach and engage these patients, Dr Brown said.