There’s an interesting article in DM News that offers an interesting analysis into the ways healthcare reforms may impact healthcare marketing.
A couple of key points:
- More focus on preventative care: Healthcare companies are going to need to understand their customers much better. Profiling and CRM programs will become more important; understanding how customers “tick” will be more critical than ever.
- Patient Retention: Along those lines, customer retention will also become increasingly important. Drug manufacturers will need to take an even more pressing role in treatment management–more options and choices for patients will increase need for intensive customer and relationship management.
Social media and word-of-mouth programs could also gain importance. Increased competition around plan and drug selection may create a model not unlike general consumer purchasing…think about how buyers currently price cars and other purchases.
There is an increasing need for pharmaceutical and drug manufacturers to “join the conversation” about treatment — whether it be online or through other channels. With healthcare reform and the new options it provides, the need to do this grows even more important.
