In today’s evolving landscape, healthcare marketing is undergoing a dramatic shift to focus on our most important target: the patient.
“In today’s consumer-centric landscape where you must deliver the right message, to the right person, at the right time, we have moved our marketing closer to the point of conversion,” writes Nick Ragone, SVP and chief marketing and communications officer of Ascension, in a PRWEEK article.
“Gone are the days when qualitative awareness building alone—broadcast, billboards, sponsorships, and similar channels—were enough to persuade consumers that your option is their best option,” he adds.
In other words, old-fashioned marketing strategies simply won’t cut it in this age of patient-centric care.
Ragone points out that modern day patients want convenience, accessibility and a seamless experience from healthcare providers. Consumers respond to marketing that makes a personal connection with them and helps to solve their healthcare needs.
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