Today Xconomy has a fascinating piece on Eliza, a software company with a unique approach to the business of healthcare. For more than 10 years, Eliza has been optimizing a sophisticated toolset that combines speech-recognition with computer deployed messages to provide timely information that encourages healthy living.
Insurers, providers and employers use Eliza’s software to learn more about their respective constituents through various interactions and build personal profiles that make future outreach even more relevant. The program also takes into account language, age, location and more to further segment audiences, customize communications and inspire action. In addition to phone calls, the program can deploy email and text messages to create a multi-touch campaign, reaching people based on their personal preferences.
There are numerous implications from a healthcare, technology and marketing standpoint, but it’s the tone and style of their brand that further differentiates Eliza. The topic of healthcare can be confusing and intimidating, but they make it fun and engaging.
A quick visit to their Web site demonstrates this approach. A link in the footer says “don’t click here” (which is impossible after reading that) and a compelling case study ends with, “Eliza outreach also results in the occasional case of goosebumps.” A recent blog post shows off new Eliza business cards that feature a red mohawked chocolate rabbit. You can bet those start conversations every time they are handed out.
Some companies are afraid to deviate from the traditional tone and style that is commonly used in their industries. 37 Signals’ Jason Fried wrote about this in a recent column for Inc. Magazine and further demonstrated how using the same language as everyone else can make a company boring and forgettable.
As technology continues to evolve, there’s no shortage of advice on how to engage with consumers through the use of social media. However, your company may suffer from multiple personality disorder if you spend all your efforts injecting life into these new channels, and leave your traditional communications set on default corporate jargon.
Is your company’s personality and communications style consistent throughout all forms of media? What other companies are differentiating themselves by establishing an authentic voice like Eliza?
