(Solved Homework): In terms of marketing, it can be tempting to think that the latest, greatest…

In terms of marketing, it can be tempting to think that the latest, greatest technology will attract the patients. In some cases, that may be correct. But the patients often have little or no understanding of the benefits of the new tech. Should marketing focus on attracting patients or offering what is in the best interests of the patients?

Expert Answer

There should be a healthy mix of both as a part of lifecycle marketing. Lifestyle marketing denotes the different stages in the journey of a customer wherein he/she becomes engaged and loyal to a brand/product over a period of time. Lifestyle marketing becomes from attracting to delighting customers. In this case, attracting patients with good discounts and/or free check-ups to ensuring that follow-up mails are sent by collecting their correct contact information can go a long way in retaining patients. Providing right diagnosis and reducing consultation fees etc. are other modes through which patients’ best interests can be kept in mind. Every hospital/clinic/doctor is a marketer as they try to ‘sell’ themselves or their treatments to their patients. However selfish marketers with ulterior motives fail whereas marketers possessing the skills of empathy and generosity tend to emerge victorious in today’s world.

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