Precision marketing in healthcare uses data insights, audience segmentation, and targeted messaging to engage the right people with the right message at the right time. It goes beyond traditional outreach to focus on building trust, changing behavior, and driving measurable outcomes —whether you’re talking to patients, physicians, policymakers, or partners.

At Groundswell Health, precision marketing is embedded into our Agile Communications Platform, allowing us to create strategic campaigns that help hospitals and healthcare organizations build lasting influence in their communities.

What Is Precision Marketing in Healthcare?

Precision marketing is the strategic use of data to:

• Identify target audiences with shared characteristics or needs.

• Tailor messaging to address their specific concerns and motivations.

• Deliver content through the channels they engage with most.

• Track performance to optimize outreach efforts over time.

It’s not just about demographics — it’s about behavior patterns, health equity gaps, and community context. Precision marketing aligns marketing with public health goals, patient experience, and policy awareness.

Key Components of Precision Marketing

1. Audience Segmentation
   Divide your audience into distinct groups such as patients, community leaders, hospital employees, elected officials, or physician groups, each with unique motivations.

2. Message Customization
   Craft content that addresses the specific concerns of each group. A message about surgical outcomes might resonate with physicians, while access to rural care resonates with policymakers.

3. Multichannel Delivery
   Use a combination of digital ads, email campaigns, community newsletters, op-eds, social media, and internal communications to meet people where they are.

4. Performance Measurement
   Use analytics to evaluate what’s working, adjust your strategy, and double down on what drives engagement and behavior change.

How Groundswell Health Uses Precision Marketing

At Groundswell Health, we integrate precision marketing through our Agile Communications process, which helps healthcare organizations deliver high-impact campaigns that are responsive, repeatable, and results-driven.

Our approach includes:

• Targeted Message Maps that align value propositions to segmented audiences.

• The A-B-C Model, which uses compelling “A” stories, thematic “B” messages, and action-driving “C” calls-to-action to shape public perception and engagement.

• Repetition and Cadence, ensuring the message is heard consistently and meaningfully across time and media.

• Alignment across departments, ensuring clinical, executive, and marketing teams are speaking with one clear voice.

Why It Matters

In a crowded healthcare landscape, generic messaging doesn’t cut through. Hospitals must drive their marketing teams to be intentional about who they’re talking to, what they’re saying, and how often they say it with a cadence that understands how users and audience engage intermittently with their content. Precision marketing helps hospital leaders build influence, protect a reputation, and lead important conversations about care, community health, and policy.

If your health system wants to lead — not follow — in the healthcare conversation, precision marketing through Groundswell Health’s Agile Communications Platform is the way forward.

Let’s build smarter campaigns together.