One-to-one marketing: bringing it all together
Article Abstract:
Instead of relating to consumers as a group, one-to-one marketing relies on the foundations of database-driven, direct-response strategies to communicate with consumers as individuals, based on issues such as their stage in life or their physical well-being. One-to-one marketing is vital to marketing efforts of healthcare firms as it boosts consumer loyalty, while it educates patients to ensure their continuous compliance to their prescribed medication or regimen. An essential component of these marketing efforts is a database-driven patient education program, which calls for an integrated direct marketing approach encompassing database development, maintenance and management, as well as fulfillment and teleservices initiatives.
Publication Name: Healthcare Advertising Review
Subject: Health care industry
ISSN: 8756-4513
Year: 1998
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The battle for turf
Article Abstract:
Health care organizations need to prepare for the heightened competitiveness of the industry. There are many specialized services which operate in niche areas of the entire institution. Many times, the image builders and the service operators come into conflict because of their divergent goals. However, both sides have basis for their different contentions. It would be best for both parties to collaborate for the good of the entire organization. A hospital newsletter serves as a viable means to improve communication between units. It can also produce awareness of each department's function.
Publication Name: Healthcare Advertising Review
Subject: Health care industry
ISSN: 8756-4513
Year: 1998
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When is a road map also a report card?
Article Abstract:
Hospitals, health care professionals and other health care entities seeking to advertise community services may improve their odds of gaining media coverage with a suggested strategic plan called the special editorial publicity opportunities (SEPO) program. SEPO researches and outlines editorial opportunities and promotes hospitals', health care profssionals' and other health care entities' health care expertise before they are required. It can also enhance health care facilities' community relations efforts.
Publication Name: Healthcare Advertising Review
Subject: Health care industry
ISSN: 8756-4513
Year: 1999
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