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Personalization of Digital Messaging

As marketers we are constantly developing new tools and software to provide customers with personalized experiences. Digital marketing platforms allow us to use customer information to predict customer behavior and deliver the appropriate messaging. This personalization of messaging can help drive customers down the sales funnel and increase customer satisfaction.

Satisfying Customers’ Needs

Personalized messaging can create a sense of connection between consumers and brands. By using your customer’s declared data, brands can create customized messages for their different customer segments to better meet their needs. For example, when a customer visits your company’s webpage and places items in their cart but fails to complete the checkout process, your company can send that customer a personalized message that they have items left in their cart that have not been processed. This kind of customized support can help customers reach their own goals efficiently and effectively.

Damage Control

Personalized messaging can also help brands avoid further frustrating an already dissatisfied customer. For example, imagine a situation where a customer is already unhappy with the performance of their recent product purchase. Sending this customer offers for this product and associated accessories may worsen the situation. However, sending this customer a follow-up email asking for feedback regarding their customer service can create a dialogue to better understand their needs.

Utilizing personalized and responsive messaging helps marketers better meet the needs of their customers. The rise in digital marketing has led to an increase in customer information and opportunities for personalized messaging. With these tools, marketers can increase customer satisfaction and increase revenue.

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Social Media Listening for Public Health Marketers

As public health marketers we must understand our audiences to create effective messaging. Traditionally, we have used focus groups and surveys to understand how a population feels about a given topic. While useful, these methods can take time to collect and have limited datasets. Social media listening is a way for public health marketers to identify public health topics trending in real time, allowing them to serve communities like never before.

Content Creation

Social media listening can help public health marketers determine the online habits of specific target audiences. By analyzing this data, we can determine the preferred social media platforms and why they share and interact with content. Organizations can also use this data to better understand societal norms and customs of their audiences to create socially relevant content.


Social media listening can also be used to find out what questions or information gaps our target audience has and develop messaging to address them. Social media listening can also be used to find and combat sources of misinformation. Identifying and responding to rumors quickly can stop them from spreading and establish trust in your organization.

Understanding the questions, habits, and preferences of target audiences can help marketers create effective campaigns. Social media listening is a helpful tool that allow us use data to connect and engage with our audiences. Effective messaging requires insight and consideration to create content that will connect and resonate with users.

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Presenting Data to Stakeholders

As marketers it is our job to convince stakeholders to invest in programs and promotions to aid in the organization’s goals. Using organizational funds for advertising programs is often seen as an unnecessary expense. Therefore, presenting supporting information and statistics can help marketing departments gain the funding they need to advertise programs.

Helpful Hints

It is important to keep in mind that many stakeholders do not have a background in marketing and will need to be guided through the information. Stay away from technical jargon or overly complicated metrics that, while accurate, may distract from the overall message of the presentation. Most importantly, only include information that is relevant to the topic and be respectful of your audience’s time.

Marketing presentations are necessary for departments to gain funding for their campaigns. Advertising costs are often not a priority for organizational stakeholders. This makes it our job as marketers to convince them otherwise.

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Visualizing Public Health Data

Public health marketers need to have data in a visual format to engage stakeholders and get funding. But they will often start with complex data from different sources that need to be synced in order to obtain reportable results. Data visualization programs such as Tableau can help public health marketers organize and present data in ways that more clearly convey its meaning to a range of audiences, including funding agencies and members of the public more broadly.

The Data

One of the useful features of Tableau is the variety of file types it will accept. Unlike other data visualization programs, Tableau can input data from formats such as text files, PDFs, and JSON. This versatility in design is helpful when aggregating data from different state agencies that might not use the same format. And connecting data from various agencies in this way can help you identify meaningful, local trends.


There are a number of ways that you can use tableau to organize and visualize your data, from line and bar charts to scatter plots to geographic mapping. In fact, Tableau even recommends different formats based on the type of data you enter into the field. There are also useful features such as colorization, labeling, and sizing that can further aid in data presentation and clarity.

Too often data comes from different sources and needs to be pieced together to get results. Tableau is a useful tool for visualizing and aggregating data. Effective data visualization is important for public health marketers to get their message across, reach their audience, and gain funding.

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The Importance of Organized Data

As public health marketers it is important to have organized data. Public health data often comes from a variety of sources, each with their own formatting and coding. Therefore, data must be streamlined before it can be used by an organization.


Often public health organizations will have data from multiple sources such as Census data, hospital records, or survey results. In order to make the best use of these resources, marketers must merge and organize data. Once merged into a single database, marketers can segment the data to discover trends, identify opportunities, and predict future changes.

Organizing multiple datasets into a single database makes it so that the data is useful. Insights and trends can be discovered in databases and help marketers allocate resources and create programming. Organized data is important for running an efficient organization.

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Census Data for in Public Health Messaging

As public health marketers our goal is to market services effectively to the populations we serve. One of the greatest resources that we have to customize messaging is the data from the Census. Often healthcare agencies have limited resources for outreach so tailoring messaging to communities can help to increase campaign effectiveness.

Understanding Demographics

The targeting of healthcare messaging is important to ensure that communities are getting relevant information. Using census data to understand the demographics of a community allows marketers to tailor information content and distribution. For example, community with a high population of senior citizens would likely have different health needs and communication channels than a college town filled with students.

Limits to Census Data

However, it is important to note that census data is not perfect. We need to be mindful that historically marginalized communities may be underrepresented in the data. Therefore, it is good practice to cross reference census data with data collected by local agencies and nonprofits to get a more accurate picture of the community being served.

Census data can be used to improve the effectiveness of public health campaigns. However, it is always important to compare it to data from other sources to ensure accuracy. Census data can be a very useful tool for public health marketers when used correctly.

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Impact of Insightful Data Analysis on Public Health Marketing

As public health marketers we rely on data to design campaigns. Data, however, is only an effective tool when it is analyzed and interpreted correctly to verify findings.

Raw data can be deceiving and make it look like one version of a marketing campaign is more effective than it actually is. Analysis of the raw data is required to validate these observations and ensure that there is a significant difference in outcomes and provide helpful insights for future study.

Many agencies require a written application when requesting additional funds for a marketing campaign. Insightful data analysis can improve the outcomes of a given program as well as increase its chances of being funded in the future.

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Personalizing Data Communication

Communicating data to the public is one of the most difficult aspects of public health. Most data is on a population scale, so it can be hard for an individual to see where they fit in or how their actions matter. It is important to present the information accurately while also making it personal to the reader.

Current Standards

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For example, throughout the COVID epidemic much of the public health data presented has been death rates. This data was generally presented in percentages of the population or deaths per 100K people. While these statistics are accurate, it is easy for the individual to disassociate with them due to the magnitude. A healthy person may look at this data and think “Well I don’t have much personal risk, so I don’t need to take precautions.”

A Personalized Future

It can be much more effective to present information in personal terms. For example, an organization might ask the question: “What would happen if your grandparent got sick?” Strategies like this are effective because they connect abstract data to individuals’ experiences and to people they regularly see. Communicating data on a personal level is vital to changing opinions and policy and should not be overlooked.

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Data Visualization and Community Comprehension

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For health officials, one of the biggest hurdles for starting a new initiative is explaining it to the community effectively, and the complex nature of health information does not help the situation. A large table filled with data can be overwhelming to audiences that are not accustomed to receiving information that way. Therefore, public health officials need to focus on the presentation of data. Not all audiences will have the same knowledge base, so making things clear and understandable is a must.

There is no one size fits all for data visualization. Different types of data sets call for a variety of different visualization tools. If you are looking to convey population or geographic data, it is helpful to overlay this info on a map so that people can easily find the information as it relates to them. Whereas publishing the same data in a list format might not be as clear or usable for the same audience. For other types of data, such as systems that have multiple steps, infographics are often the preferred method since they can pair text with visuals to clearly depict each element of the system.

In sum, it’s essential to pay attention to the content and audience of the message to determine the best form for that particular message. Combining elements effectively can make information much more understandable and useful for public audiences.

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Data Collection and Modern Marketing

For marketing professionals, metadata is one of the best things that happened in the past decade. For example, data such as click-through rates allow us to run A/B tests to inform design and content. Having clear data helps us make informed decisions to optimize performance and achieve metrics. Using small pieces of data like cookies can also improve performance by personalizing ads to fit individual users.

But as this sector of marketing has grown more prevalent, people are becoming concerned about how their personal data being collected and used. Frankly this concern is justified. There have been numerous companies over the years that have broken the trust of their consumers. Part of our new job as marketers is now to regain that trust. We can help rebuild trust by being more transparent with the consumers and only asking for information necessary for any given transaction. Part of this transparency is also admitting fault when mistakes have been made and quickly developing more effective practices.