Mass personalisation: A strategy for building brand equity in the healthcare sector

Franklin Parrish and Sharon Nevins
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Franklin Parrish: Kaiser Permanente, USA
Sharon Nevins: The Baltimore Banner, USA

Journal of Brand Strategy, 2023, vol. 12, issue 1, 6-24

Abstract: Marketing and content personalisation is a popular concept in the marketing field. With media consumption becoming more and more fractured, brands are attempting to drive growth by reaching niche audiences. Achieving individualised personalisation requires enormous effort to create truly differentiated messages and user journeys. Kaiser Permanente’s Mid-Atlantic region (KPMAS), in partnership with the Baltimore Sun Media Group (BSMG), developed a personalisation regime by leveraging psychographic segments based on Jungian archetypes to deliver personalisation at scale. This framework informed the messaging strategies, user journeys and media posture for a campaign to build positive brand equity in the Washington, DC, and Baltimore, Maryland Department of Medical Assistance Services (DMAS). This paper details the strategies, tactics and results of a six-month campaign conducted in Q2/Q3 of 2022. Readers can learn the techniques used to drive this successful effort — and the importance of marrying messaging and media to drive campaign performance.

Keywords: digital marketing; personalisation; content marketing; marketing strategy; personas; audience segmentation; media strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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