Tag Archives: segmentation

To make RM successful, think of everything as “relationship marketing.” Broad media advertising, even though its purpose is to gain awareness and trial, is the beginning of your relationship with your patient. The same thinking that will keep patients engaged and moving through your RM program should be employed upfront–at print, broadcast, rich media, and websites. In fact, “traditional” thinking is exactly backward. You should have a vision of the relationship–the engagement–you want to have with your patients. Only then should you develop adlobs and TV storyboards. What will be the tone of your relationship with patients? What will it feel like or sound like at 2 weeks, one month, two months, six months? Continue reading →