Leveraging the Retailization of Healthcare

September 27, 2016 Hannah Stuart, Copywriter

The retailization of healthcare forces marketers to take a new look at how they get patients into the doors of their facilities.

In the past, patients who needed specialist care, an imaging test, or even an inpatient hospital stay would call up their family physician, get a referral, and travel to the location or office the doctor recommended. Marketing this process was simple, as marketers had to focus primarily on their B2B audience—usually by ensuring that the hospital, practice, or clinic was attractive to referring physicians.

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