Does reform end brand messaging? by ProQuest

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Several medical executives shared their views on whether healthcare reform -- should it pass -- serve as a tipping point in the shift from traditional brand messaging to customer-centric engagement. The convergence of healthcare reform, along with the rapid adoption of social networking approaches, will force more companies to de-emphasize one-way messaging and embrace customer engagement strategies, says Steve Woodruff, president, Impactiviti. While reform will play a role in terms of marketers' overall strategies, says Gina LeMay, client management, Quaero, it doesn't change the need for marketers to focus laser-like on the consumer and continue moving toward a more customer-centric model. Should healthcare reform pass, the customer-centric approach will certainly continue to gain momentum, according to Faruk Capan, CEO, Intouch Solutions.

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Does reform end brand messaging?
Will healthcare reform—should it pass—serve as a tipping point in the shift from traditional brand messag-
ing to customer-centric engagement?




Steve Woodruff,                    Dave Schemelia                     Gina LeMay                         Faruk Capan
President,                         SVP/media director,                Client management,                 CEO,
Impactiviti                        HealthStar Public Relations        Quaero                             Intouch Solutions

The ways we communicate            Look at the proliferation of       While reform will play a role      Traditional methods are being
are changing rapidly, and this     new media versus what was          in terms of marketers’ overall     impacted by new legal restric-
evolution means healthcare         available five years ago. We       strategies, it doesn’t change      tions, access issues to the phy-
companies must adjust. The         can already see a shift created    the need for marketers to fo-      sicians and overuse of DTC.
convergence of healthcare          by the arrival and wide ac-        cus laser-like on the consumer     Should healthcare reform pass,
reform, along with the rapid       ceptance of blogs and online-      and continue moving toward a       the customer-centric approach
adoption of social networking      based publications. Even the       more customer-centric model.       will certainly continue to gain
approaches, will force more        Federal Trade Commission has       Sharp brand marketers know         momentum. The reform will
companies to de-emphasize          recognized this shift requiring    that they need to drive rele-      introduce new key stakehold-
one-way messaging and              better disclosure guidelines       vant messages to the end user.     ers. It’s not just the doctor
embrace customer engage-           for bloggers. Where healthcare     Consumers are influenced           and patients anymore; payers
ment strategies. The reason        reform should play its biggest     by interactive messaging and       and advocacy groups are all
is simple—we don’t need or         role for the customer is in        I see these smart marketers        vested parties in the new 
								
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