Healthcare Marketing Powered by emotional intelligence

Traditionally, patients were referred to specialty care by physicians or their insurers. There was no need to employ customer service or hospitality because the patient had little to no choice in the matter. However, with the rapid increase of web-based access to medical information, patients have moved toward self-referral. Acting more like scrutinizing customers, they expect a retail-like experience from their healthcare providers.

This change raised the bar in marketing success metrics. Brand awareness is no longer a sufficient measurement of success. Customer advocacy is the new indicator of brand health…

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