Something about the idea of “loyalty” in healthcare rubs many healthcare professionals the wrong way. Giving incentives for repeat visits and additional care seems to violate the tenets of the Triple Aim by increasing costs and utilization. In that frame of mind, retail approaches to loyalty programs (card, discounts, coupons, frequent-touch campaigns, etc) feel grotesque.
While e-commerce and online banking have given their respective industries a significant omnichannel boost, healthcare, especially on the provider side, has a steep hill to climb in order to deliver an omnichannel patient experience. What is “omnichannel?” First, let’s take a step back and define the buzzword. “Omnichannel” experience means delivering consistent, seamless interaction across
[Segmentation] is important to help create messaging that will gain the audience’s attention—and action. Christopher Fox, Ph.D., managing partner with Syncresis, LLC, a healthcare marketing consultancy based in Los Angeles, agrees. “In most cases, email lists are still under-segmented,”he says. “In other words, you are sending emails that are not targeted precisely enough. From The Evolving
Surgeon General Vivek Murthy wants to move U.S. health care toward a ‘prevention-based society,’ according to a recent interview in The Washington Post. He calls for every institution to recognize and embrace the role that it can play in improving health. Although his focus is largely, and laudably, behavioral, we can pause for a minute
While the trend for microsites seems to ebb and flow, I often have clients ask me whether a microsite might be right for their marketing needs when opening a new medical office or health service line, or when launching a new healthcare marketing campaign. While the microsite trend can seem appealing, it’s not always a good