Many healthcare marketers are struggling with multichannel campaign planning, design, execution and measurement. Often, a paradigm of thinking about member or customer campaigns as traditional direct mail, with perhaps some email marketing, still exists and other channels are viewed as “everything else." In fact, the ownership for digital, web, mobile, etc., may exist in other departments. One of the biggest challenges facing healthcare marketing teams at all levels is to organize teams, resources, data and technology around what matters most – how your customers and members are engaging with you at all levels, all touchpoints.
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