Don't Jump on the Web Without A Strategic Marketing Plan
Jumping into cyberspace without a well-developed strategy is like tossing your marketing dollars into a black hole.
Top performing healthcare companies on the Web have two things in common: they use Internet technology to meet customer needs while enhancing their corporate value, according to Best Practices, a benchmarking firm in Chapel Hill, N.C. that recently analyzed online healthcare business trends. The firm has published a report on healthcare trends and practices identifying key areas for marketers to develop a stronger online presence. These strategies include:
- Identifying the relative value of different customer segments and setting Internet investment priorities accordingly.
- Forming strategic Internet alliances with other healthcare organizations that allow each partner to maintain primary ownership of relationships with their customers.
- Developing multidimensional measurement systems to continuously evaluate the ROI of your Web programs.
(Best Practices, Adam Gusman, 919/403-0251; www.best-in-class.com)
New Diabetes Clinic Targets 'Whole Person'
A new $28 million community-based diabetes clinic opened last week in San Antonio, Tex., as the largest center in the country to provide several services under one roof. The Texas Diabetes Institute (TDI) is expected to be a national model for catering to the 'whole person' with comprehensive diabetes care-from early prevention and patient education to routine treatment and research and statewide physician training.
TDI is a joint venture between University Health System and the University of Texas Health Science Center at San Antonio.
The diabetes center is being positioned as a place where the overall health of the patient is addressed, not just the disease. One physician there, for instance, has written out four separate prescriptions for a patient - one each for medication, the gym, cooking classes and for nutrition seminars.
(Texas Diabetes Institute, 210/358-2335; www.texasdiabetes.com)