ABSTRACT
This chapter discusses the developing strategies for healthcare relationship marketing (RM) programs, rooted in fundamentals like the product lifecycle and the patient and professional journeys. It explains how the strategy is realized with an execution of specific communication channels and marketing tactics. The chapter also discusses the movement of healthcare RM to digital, and why this is happening. Then it focuses how to determine the best promotional channels and how to establish the timings of touch points and dialogue with members of a consumer relationship marketing (CRM) or professional relationship marketing (PRM) program. The chapter explains operational monitoring and troubleshooting of a healthcare RM campaign; how to detect if there is an anomaly, and what course corrections to take. The chapter describes the development of personas that illustrate representative members of target segments of our RM programs, and it also describes experience maps that exemplify what media are consumed and what communication channels are employed by these persona.
