Build Long Term, Value-Based Relationships With Customers, Prospects
When it comes to effective marketing within the healthcare sector, building strong relationships with customers is absolutely job #1.» 2 Comments
Where Do Your Patients Live On The Web? Effective Targeting For Digital Campaigns
Targeting is a key benefit of online marketing, but anyone who has worked in the online healthcare space knows that it's easier said than done. A digital tactic that effectively engages one population may work dismally with another. New tactics are being developed all the time, but since many are unproven for healthcare direct response, they can pose a risk to your campaign.» 3 Comments
The Emerging Data Gold Rush
In 1848, a small deposit of gold was discovered in California's American River. While some wanted to keep news of California's gold a secret, it was impossible to prevent rumors from spreading about its newfound wealth. Local merchant Samuel Brannan is credited with igniting the California Gold Rush when he strode through San Francisco holding a vial of gold and shouting: "Gold! Gold! From the American River!"» 2 Comments
2014: The Year Of The Phone
Without invoking the usual parade of statistics, social media and the decision-making it impacts is clearly now as important as the phone to the relationship between companies, consumers and professionals.» 1 Comments
The Customer Experience Imperative
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.» 2 Comments
Improved Patient Segmentation
Enhancing the patient's hospital journey.» 2 Comments
Health Takes A Holiday
A worthwhile challenge would be to harness the same peer pressure that encouraged us to eat an extra holiday cookie into encouragement to run an extra mile the rest of the year. Which is exactly the idea behind fitness bands like Nike+, Jawbone Up, and Fitbit. They help us track our progress, and also share and compare it with the progress of others.» 0 Comments
Accelerated Trial-Sourcing: Should Marketers Play A Role?
In 1988, students arriving for their first day of classes at Harvard Medical School were surprised when they were greeted by a group of AIDS protesters who poured fake blood on the sidewalk and held up signs advocating against what they called "elegant science."» 1 Comments
Botched Healthcare Branding
Healthcare in the United States is a mess for numerous reasons, and many institutions are attempting to apply their fix. Buried in this mess is a healthcare topic that is rarely discussed.» 3 Comments
Can Pharma Brands Do More Than Just 'Like' Social?
In her recent article (Medical Marketing & Media, Nov. 3, 2013) Zoe Dunn posed the question "should Pharma abandon social media?" Her premise was that, in a world where brand marketers change every 18 months, can there ever be enough commitment for long-term tactics such as social? And she is right, to a point. The trouble is that today, at least in the Pharma space, social media is still widely considered a tactical "nice to have."» 1 Comments
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