ABSTRACT
This chapter focuses on customer-driven marketing communication strategy decisions dividing markets into meaningful customer groups, choosing which customer groups to serve, creating communication initiatives and tools which best serve targeted customers, and positioning them in the mind of patients. Socialgraphics will help healthcare communicators in developing a winning value proposition, making digital communication content more valuable for the patient and launching more impactful patient-centered initiatives and tools. The digital communicator's goals are to generate a position upon one or more bases which are useful and relevant to the consumer. According to M. Michael, social media gives marketers much greater access not just to larger samples, but also to samples that include groups of consumers who were previously difficult to identify or to recruit. Media consumption includes both offline and online media including social media sites and other specific websites.
