In today's hyper-connected digital landscape, healthcare marketers are increasingly focusing on delivering personalized experiences to their customers. One concept at the heart of personalized customer engagement is "Next Best Action" (NBA) — a strategy that leverages data analytics to determine the most appropriate action to take with a customer at any given moment.

This post aims to educate readers on the key steps involved in managing sensitive health data and why it’s crucial to have qualified data professionals overseeing the process.