Some experts categorize “relationship marketing” as a subset of an overall marketing strategy. Yet, shouldn’t all marketing be relationship marketing? The goal, after all, is to create, solidify, and maintain the connections between your health system brand and your physician audience.
To effectively form—and preserve—those relationships, you must be able to understand your audience’s specific needs on an individual level. While personalization is important, hospital marketers may have a different interpretation of exactly what “personalization” means. We’ve moved beyond a first-name salutation being adequate. Now, it’s all about optimizing your email recipients’ overall experience by digging deeper into your data.