How digital healthcare platforms can create long lasting engagement with customers
The post-pandemic new normal has thrown up several challenges for marketers – on the one hand, they face significant problems in restoring topline and bottomline growth amid growing inflation and costs, while on the other hand they need to meet the expectations of customers who have undergone a change over the last two and a half years. In the new normal, empathy and experiential marketing must be at the forefront of marketing strategy. Furthermore, the digital transformation has introduced its own set of difficulties and opportunities.
Adgully held the second edition of its premier event for marketers – CMOs’ Charcha – yesterday (May 18, 2022), with the overarching theme of ‘MARKETING 3.0’.
Ashish Bajaj, Head of Marketing, Medibuddy, delivered a keynote address on ‘How Digital Healthcare platforms can create a long lasting engagement with customers’. At the outset, Bajaj pointed out that it is important to understand that for any kind of platform that needs to build long-lasting engagement with their consumers – the first and most important thing is “how are my product and services talking to my consumer”. He added that there are some key questions that marketers need to ask, such as, “Are the product and services adding value to customers’ lives or is it the most important factor?”
Continuing further, Bajaj said, “When we are talking about long lasting engagement with our consumers – and that’s very much true for all the digital healthcare platforms – apart from having the best possible services or products for the consumers and having a very high use case in their lives, it is important to have a good engagement strategy and content creation for the users who are coming on to my platform.”
Speaking about the digital healthcare domain, Bajaj noted that in-app messaging or on-the-platform messaging played a very important role post your services and product hooking your consumer. He added that it is important that the platform provides the right information. “The platform tells me more about the testimonies or about the blocks related to what I am looking for. That usually builds a very long standing relationship with the consumers or long term engagement with the consumers,” he opined.
He further said that there are numerous other ways in which a consumer can be linked to a brand now. “When it comes to digital healthcare, the consumers might be following you on your social media handles. They might be looking at information that is outside of your domain, but is still provided or has a stamp of trust of the brand as well,” Bajaj noted.
These are edited excerpts. For the complete address, please watch below:
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn