Season 2: Episode 3: Personalization in Healthcare Marketing: Val Lopez on Moving Beyond the Buzzword

Val Lopez, VP of Marketing Operations at Baptist Health South Florida, joins Live from HCIC 2024 to break down the realities of implementing personalization in healthcare. From the challenges of HIPAA compliance to the practical use of behavioral signals for one-to-one marketing, Val shares lessons learned from Baptist Health’s multi-year personalization journey. He introduces the concept of “tummy time”—a crawl-before-you-walk approach to personalization—and explains how healthcare organizations can start small and scale their strategies effectively. If you’re looking to make personalization a reality in your health system, this episode is packed with actionable insights.