Health care marketers should think about customer experience, expert says

08/11/2014 |

Health insurance exchanges and broader regulatory changes are driving the health care system toward a retail model, and marketers must begin defining consumer engagement and loyalty strategies, writes Kate Eversole of Eversole interviews Michelle Hawkins of Virgin Care. Hawkins suggests that drugmakers developing customer experience programs focus on details as seen through the customers' eyes and find the positives as well as weaknesses.

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