Today's patients are empowered consumers who demand a personal experience and expect brands to be human, not cold and corporate, Lindsey Weintraub writes. Among the eight ways to forge a connection with consumers are to communicate the brand's vision and mission and create patient-facing content with the target audience in mind, leaving out jargon and technical terms. Provide patient support, respond to patients' concerns, and make the brand's value obvious, Weintraub also suggests.

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