Consumers Now Control the Healthcare Marketing Experience
It’s time to stop thinking about marketing as two separate components — traditional vs. digital — and blend the best tactics of each discipline. “Tradigital” combines the best of both strategies and is redefining healthcare marketing today.
That is the message of healthcare marketing consultants Kathy Divis, president and co-founder, Greystone.Net, and Rob Klein, founder and CEO, Klein & Partners.
“Tradigital utilizes the best of both traditional and digital marketing, including print ads, public relations, direct mail, with customer relationship management (CRM), marketing automation, voice search, video channels, and chatbots,” says Divis. “We’re starting to see a blending of old and new.”
Divis and Klein urge healthcare marketers to embrace the change that is rapidly evolving in healthcare and accept that consumers are now in control of communication because of widespread access to various information channels. “Consumers drive the way we communicate with them,” she notes.
Consumers are in control of so much more information, says Divis, more than they’ve ever had. Social media is also a source of news. “There’s such a wealth of information at their fingertips that we have to make sure the customer experience is phenomenal,” she says. “Patients can get information from many other places besides you. Understand the move toward consumerism.”
For more insights from Divis and Klein, read the full article now:
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