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How to align physicians with modern marketing practices

October 3, 2019

As interactive digital experiences become more ingrained in everyday life, they are changing the way consumers relate to healthcare services. One in 20 online searches is now health-related.1 And about 70% of hospital traffic comes from search.2 Today’s healthcare consumer is eager for information, and healthcare marketers benefit from consumer engagement at every stage of the decision-making process.

Although marketers have a strong incentive to engage with audiences online, physicians — who are often partial to more traditional marketing — are more reluctant. In a recent poll, 46% of healthcare marketers said resistance to change in their organization is a barrier to digital marketing efforts.3 Effectively working through these challenges can enable healthcare organizations to take an active, ongoing role in consumers’ decision-making process around health services.

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