Your Clients
Get a detailed portrait of your most profitable guests and direct your advertising budget to them
Attracting the «wrong people in the wrong place», the health resort loses money. To make every dollar invested in advertising bring warm leads and profitable guests, segment clients by marketing platforms and purchasing activity.
1. Identify your most marginal guests. Who spends a lot of money and comes more often than others? Analyze your customer base and find these guests. They are the core of your target audience. Find out what your most profitable clients have in common and create your ideal customer’s portrait.
2. Make personalized offers. Marketers and sales managers want the customer to make a decision to purchase on their own and as quickly as possible. However, the customer expects to be offered exactly what they need right away, without being overwhelmed with unnecessary information. Admit that an email about children’s water park opening will barely interest singles or couples without children. Instead, a promo code-message for their favorite treatment program will definitely catch the client’s attention.
3. Reactivate dormant customers. Analyze the audience’s activity and separate the «silent ones» into a special address book. Prepare an irresistible offer — valuable prizes, promo codes, loyalty card points. You managed to wake up passive customers? Great. It is much more profitable than attracting new guests to the resort.
4. Boost customer loyalty. Useful content which considers the audience’s pains and interests is a way to show care and boost customer loyalty. If John underwent a medical fasting course, newsletters about home spa procedures will tire him out. However, an email with low-calorie recipes selection will be just right.
Tools and stages
1. Pre-sale. The first segmentation step is all about your advertising activities. To evaluate online channels effectiveness and invest in the most «money-making» platforms and audiences, use omnichannel analytics. Jivi is already integrated with CRM system, which helps segment marketing channels based on:
– Number of leads;
– Lead «temperature»;
– Treatment package cost;
– Guests’ final check.
2. Booking. During the booking process, you can tag customers. In CRM, you can choose any tag for each contact — «VIP» / «2 children» / «allergic» etc. Note key features in tags to automatically group customers by relevant attributes and promptly export contact data for targeted offers.
3.Stay. While your guests receive healthcare at the resort, you get new segmentation data:
– Purchased additional services;
– Feedback on procedures in mobile app;
– Preferred schedule intensity;
– Treatments time;
– Skipped procedures;
– Identified contraindications;
– Patient’s diagnosis.
Jivi has convenient tools for guest and patient segmentation. Detailed stay information is available in system reports, while dashboards provide an overview of the facility. Enhance available integration with CRM with omnichannel analytics, and you will gain detailed insights into user pre-purchase behavior.
4. Post-departure. Now you have data from every customer journey step. Use it to create different segments and choose relevant news hooks to entice clients back to the resort. Use retargeting, make special offers, remind patients of expiring loyalty points and a recommended return date.