Marketers know that they have to cut through noise to reach consumers, but how far is too far? Barraging consumers with intrusive marketing messages can be more damaging to your brand than a lack of awareness. This is particularly true in the healthcare sector, where messages can seem out of place when consumers are not thinking about health. When they are seeking help for an ailment, it is vital to be positioned to hit that need square in the center and deliver solutions to specific pain points.
Consumer experience drives business, customer satisfaction and loyalty. Unfortunately, the healthcare industry has fallen behind others in delivering these experiences. The truth is, the people that visit Disney World and shop on Travelocity are the same ones using the internet to shop for personal physicians and compare hospitals, just as they do with hotels. Enter the age of "healthcare consumerism," wherein patients have a choice in their healthcare.
Celebrities making the headlines isn't always good news, but lately, many stars have gone public about living with chronic conditions and ailments that are often heavy on stigma and light on awareness.
If wisdom is the quality of having experience, knowledge, and good judgment, then the human manifestation of this quality pales in comparison to data-driven wisdom.
As our industry continues its march to value-based healthcare, how will success be measured? Beyond script lift and market share, the industry has an opportunity now to come together around a common vision: That the real profit of our efforts is measured in the long-term health of patients.
What is a drip campaign? A drip campaign is a series of communications that are delivered to your prospect or customer over a period of time, and has a planned cadence with business rules - but is also based on the recipients' behavior and preferences.
In health, it has always taken partnerships to communicate with and serve an audience in a meaningful way; businesses of all sorts have long been a mash-up of skills in art and a host of sciences. That hasn't changed. Partnerships can often be arrangements of conformity: acquisitions or vendor relationships crafted to help validate the version of the story the entity in the catbird seat has chosen. These only help strengthen the forces governing the gravitational pull of the familiar.
A story I read recently in "The New York Times" by Bruce Feiler ("Whom Do You Tell When You're Sick? Maybe Everyone You Know") has been on my mind for weeks. The piece explored people's ideas about when and how and to whom to disclose their medical conditions, and in it, neuropsychologist and A.L.S. specialist Paul Wicks of Patients Like Me, an online support network with more than half a million members, said, "The value of a tweet-length piece of information can be the difference between life and death."
A little over a year ago, we were challenged to present an idea on how to launch a health-tech device in an already cluttered and rapidly growing marketplace. This opportunity forced us to get under the hood and think differently about one of the most complex problems in health care today: compliance and adherence to medication.
From retail to banking to hospitality, progressive industries are embracing advanced customer relationship (CRM) technologies to create positive and personalized experiences for consumers. Due to its overwhelming success, particularly in recent years, the CRM industry is booming with no sign of slowing down. In fact, according to Gartner, the CRM software market is expected to reach $36.5 billion this year, up from $26.3 billion in 2015.