ABSTRACT
This chapter provides advice for other ways to stay current and informed about healthcare relationship marketing (RM). Far more important understands the principles of RM: strategy, segments, personas, experience maps, promotional planning, communication touch points, measurement, and optimization. With these principles, readers should be able to understand the criteria for reviewing and selecting their own in-market tactics, after designing the program that meets the company's brand or portfolio objectives. The chapter has not served as an actual catalogue of the latest particular techniques and vendors that can be plugged into in a consumer relationship marketing (CRM) or professional relationship marketing (PRM) program. One point of concern is that the self-reported condition and treatment data, along with efficacy ratings by patients, are anonymized, aggregated, and reported to the website membership as if they were outcomes measures. They are even being sold to pharmaceutical companies as market research.
