Bart Foster

Articles by Bart All articles by Bart

• The Customer Experience Imperative in Marketing: Health on 01/07/2014
  

  We have all heard the phrase "customer experience" and the importance many organizations are placing on it. But what does that exactly mean? It's more than just "customer service." You might be thinking, "We don't have a 'customer experience' strategy at our company." Rest assured, every organization has a customer experience ... it just might be that yours currently stinks.

• Top Trends For Healthcare & Wellness Marketers In 2014 in Marketing: Health on 12/03/2013
  

  To say it has be an interesting past few months for the healthcare and wellness industry would be the understatement of the year. The consumer health and wellness space is evolving and shifting at a rate and level never seen before. Of course, the rollout of the Affordable Care Act is a big reason why. But, perhaps more importantly, it is the part technology is playing. The consumerization of technology has propelled massive changes that have created a newly empowered consumer more involved and in charge. And it's causing major disruptions with how to target, reach and engage with these empowered consumers to gain their loyalty, trust and business. Below are five trends I believe marketers must keep their eye on for 2014 and beyond:

• 4 Marketing 'T'enets: Lessons Learned From The Healthcare Marketplace Rollout in Marketing: Health on 11/05/2013
  

  The Affordable Care Act's centerpiece-the Healthcare Marketplace-has officially rolled out. Perhaps you've heard it hasn't gone over with rave reviews. From IT woes to administration "miscommunication," the end-users-consumers-have been vocal about their disappointment. Although I fully believe the marketplace technology will be fixed, unfortunately the damage has been done. But as with every misstep, there are valuable lessons to be learned. See below four marketing "T"enets-emphasis on the T-that were violated and how marketers need to uphold them at all costs.

• Marketplace Open Enrollment Today: Tips for Insurance Organizations in Today's Consumer-Directed Healthcare Marketplace in Marketing: Health on 10/01/2013
  

  Today marks the first day of open enrollment for the Affordable Care Act's marketplace, an online platform where consumers can digitally shop, compare and purchase health insurance based on their needs and budget. For insurance providers nationwide, it represents an opportunity to market to these prospective buyers and grow their business. It's a big change for an industry accustomed to traditional B-to-B marketing. Suddenly, insurance organizations find themselves as direct-to-consumer marketers. And that market opportunity is poised to grow as the industry continues to undergo changes.

• The Retail Experience Still Matters...Maybe Now More Than Ever in Marketing: Health on 09/03/2013
  

  The focus of most marketing executives across the globe is on the digitalization of society--everything going digital, mobile and social. This is no different for healthcare and wellness marketers. We live in a world where consumers are connected, engaged, mobile and constantly moving between their offline and online worlds. Digital, of course, is an essential part of the marketing puzzle. But an interesting thing is happening on our journey to all-things-digital: innovation, particularly as mobile frees us to roam, is allowing consumers to experience retail in a new and engaging manner. Retail still matters. Digital hasn't stopped retail; it's enhancing the in-store experience.

• 5 Ways To Succeed in Today's Technology-driven World  in Marketing: Health on 08/06/2013
  

  Technology is creating massive change and disruption that have forever altered the way consumers and businesses interact. The healthcare industry is no exception as we are seeing lightning-fast innovation from data digitalization, mobile applications and self-service consumer platforms. Perhaps no other time in history has technology so rapidly changed how we learn, collaborate and communicate.

• Healthcare Insurers: Welcome to the World of B-to-C Marketing in Marketing: Health on 05/07/2013
  

  A major component of the fast-approaching Affordable Care Act is the creation of Healthcare Exchanges. We've all heard of these by now. Essentially, they are new marketplaces where American consumers can learn, compare and shop for plans to ensure they select the best, most affordable plans for their needs. This marks a big change for healthcare insurers. Traditionally B-to-B marketers, they find themselves in the world of B-to-C marketing. Today's marketplace is full of consumers that are connected, on the go, and expect transparency and service. They crave information and connections-practically in real-time. It's consumer marketing in the age of the "Empowered Consumer."

• 5 Ways To Succeed In The Relationship Era  in Marketing: Health on 04/02/2013
  

  The healthcare industry is dramatically changing. It's happening because of technology, politics, economics, and empowered consumers. Today's consumers are connected, juggling multiple devices, on the go, and want their voices heard. They crave information and connections-practically in real-time. This is every organization's new business reality.

• Billions At Stake In CMS's Pay-for-Performance Rankings in Marketing: Health on 02/05/2013
  

  Money is a powerful motivator. Look no farther than the sports world for validation. The PGA's FedEx Cup encourages golfers to earn "points" towards participation in playoffs that offer a big season-ending payoff. Tennis has a similar format with the U.S. Open Series, where performance in a series of events equates to a huge prize purse. Both instances use hefty prize money to help ensure the top performers participate and at high levels. The Centers for Medicare and Medicaid Services (CMS) have applied this sports theory to its rankings system of Medicare Advantage (MA) and Prescription Drug Plans (PDP) plans. And there's billions of dollars up-for-grabs for healthcare plans.

• Top 10 Trends For 2013  in Marketing: Health on 12/04/2012
  

  The healthcare and wellness industry has had quite a busy and interesting past year, certainly highlighted by the Supreme Court's upholding of the Affordable Care Act this past June. The changes this law will spur, coupled with advances in technology and a renewed focused on consumer empowerment, will continue to drastically reshape our healthcare and wellness landscape. Marketers need to keep a laser focus on key trends that will play vital roles for consumers and the industry. Here are my top 10 trends for 2013.

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