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- W2406407733 abstract "6 Journal of Healthcare Information Management — Vol. 20, No. 3 Much is made of the impact of information tools and technologies as an engine of healthcare’s transformation. That discussion tends to be skewed heavily toward the advances in clinical quality and efficiency that IT supports. The impact of IT on the business development end of healthcare, and more particularly on healthcare marketing and communications, doesn’t tend to get as much attention. As the effectiveness of traditional marketing tactics declines, technology tools and solutions are being aggressively used for various purposes. It’s being deployed to radiate brand and messaging on a broadcast basis across multiple distribution channels; to identify customer interests and buying habits; to cement customer relationships; to customize marketing campaigns; and to evaluate marketing effectiveness. Marketing technologies integrate the functions of four key aspects of the sales cycle—customer identification, customer engagement, customer acquisition and customer evaluation. This integrated approach “manages” the marketing campaign by crafting messages and communications that will resonate with individuals rather than populations; by targeting likely customers through research and data analysis; by strengthening customer relations through dialogue, education, and transactions; by identifying and addressing customer response triggers; and by maintaining continuity and demonstrating superior customer service by responding to customer interests and concerns. But the objective of IT as a tool of marketing and communications will go beyond just managing customer relationships to using information to change the way that customers interact with healthcare providers." @default.
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- W2406407733 date "2006-01-01" @default.
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- W2406407733 title "IT tools personalize healthcare marketing and communications." @default.
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