Journal of the Academy of Marketing Science

In Healthcare, Marketing Should Focus on Patients

When you think of marketing and healthcare, you probably think of flipping past drug ads in magazines or on TV, or cozy relationships between pharmaceutical companies and physicians. But big regulatory shifts and advancing technology in healthcare call for big shifts in healthcare marketing, where creating value for patients is paramount, say researchers at Maryland Smith’s Center for Health Information and Decision Systems (CHIDS).

Map Yourself on Customer Service Grid

Advancing technology has opened new possibilities for customer service delivery, giving companies more options when setting strategy.

Research co-authored by Roland Rust at the University of Maryland’s Robert H. Smith School of Business helps service companies make sense of the changing landscape, which now includes chatbots, self-service kiosks and data aggregators that can track consumer preferences across multiple devices.

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