August 21, 2017
Tanya Shepley, RAPP’S SVP, US Healthcare Lead, discusses how it’s time for healthcare companies to take their brand to the next personalized level.
“When it comes to marketing, healthcare brands are battling complacency. Most embrace the insight that marketing research provides about patient journeys and the increase in patient engagement and personalized brand experiences that come from it. However, coupling journey stages with personalization’s lowest common denominators doesn’t truly speak to patients who are emotionally invested in every aspect of managing their diseases.
It is still important to understand the generalized journey that patients experience to develop relevant brand strategies, yet marketers need to dig deeper to facilitate communications that are dynamic enough to reach and engage patients on a more personal, emotional level…”
Read the full article here.