Nowadays participation is considered marketing. Conversations are now part of health care marketing strategy. Experiences are marketing AND strategy. Customer service is now marketing and strategy. The topic of empowering your patients so they become an extension of your marketing isn’t new. We all want our patients, employees and community members to be our best brand ambassadors–it’s a dream of any service organization. However, the difference today is how a hospital can transform its marketing strategy efforts to be perceived by your target market as not marketing or advertising but just good ’ol fashioned customer service.
Is customer service the new marketing and are online communities mainly an opportunity to engage customer service? I researched five well-known, vertically-integrated hospitals that create marketing strategies around customer service to help change the perception of health care marketing.