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Healthcare marketing professionals have come to recognize the increase in consumer conversations related to diagnoses, treatments and other topics. They are happening in online social networks, on search engines and at customer contact centers. One strategy to measure these conversations is the listening platform approach that collects and analyzes online conversations on a particular topic from search engines social media sites and customer call centers. To unlock the real value of sophisticated listening platforms, it's critical that marketers understand that it's more than reading some blogs and analyzing search trends. And no amount of powerful software alone will guarantee success. Listening to your consumer is an ongoing process that demands planning and a rigorous execution. The listening platform program methodology can help clients improve their communications in the following ways: 1. hearing directly from the patients in their terms, 2. addressing reasons why patients are non-compliant, lapse or switch, and 3. reinforcing product attributes held valuable by patients.
THE SCIENCE OF EAVESDROPPING Ira Haimowitz; Claudia Obata Medical Marketing and Media; May 2009; 44, 5; Docstoc pg. 57 Reprod
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