“The Roadmap to Relationship Marketing” is designed to help healthcare marketers adapt to industry changes and build high value customer relationships
SEATTLE--(BUSINESS WIRE)-- Appature, Inc. (www.appatureinc.com), a privately-held leading provider of relationship marketing software designed exclusively for the healthcare industry, today announced the availability of its free eBook titled “The Roadmap to Relationship Marketing.” The roadmap, which is downloadable on Appature’s website, is designed to help healthcare marketers build solid, sustainable relationships with their most valuable customers.
“We’ve found marketers across the pharma, device and biotechnology spectrum are familiar with the idea of relationship marketing and view it as an effective strategy to reach their target customers. However, in many instances they lack exposure to the best practices needed to actually run true relationship marketing with success,” said Kabir Shahani, CEO of Appature. “The Roadmap to Relationship Marketing empowers marketers to implement 1-to-1 marketing with their customers by helping them understand how and where to reference data to build marketing campaigns, make the data actionable and measure the success. This data-driven approach empowers marketers to be more informed and drive revenue into their campaigns resulting in competitive market share.”
The Roadmap to Relationship Marketing provides healthcare marketers with a clear, step-by-step guide on how to build successful campaigns based on customer insight. The eBook is founded on the 10 principles healthcare marketers can follow to help build high-value healthcare professional (HCP) and patient relationships. With new media channels, evolving customer behaviors, budget constraints and less access to healthcare providers, marketers are challenged today to act more responsively to produce results. As a provider of a cloud-based relationship marketing solutions for healthcare companies, Appature designed the roadmap to help marketers navigate the complexities of the industry’s extreme business transformation.
The relationship marketing approach provides a sustainable response to the industry’s changes by evolving the traditional channel-specific marketing model in some key ways:
- Relationship marketing is a mindset, not a singular tactic with a finite end-point such as an email blast.
- Understanding what drives customers across marketing channels – Not just one channel.
- Tailoring messages in different ways based on a customer’s individual preference – not rounding everyone into one group.
- Measuring results by looking at one customer’s response across a variety of channels rather than the other way around.
- And managing optimization and results in real time and adapting marketing campaigns immediately instead of post-campaign analysis.
Within the eBook, marketers will have access to a variety of checklists, helpful criteria, worksheets and other tools to tailor the resource to the needs of their healthcare brands. For example, for a marketer to complete Step 1 titled, “Create Organizational Support,” the roadmap guides the marketer through the process of getting management buy-in, forming a cross-functional team and assigning roles and setting expectations.
“When leveraged strategically and consistently over time, there is no doubt relationship marketing efforts deepen the bonds between healthcare brands and customers,” said Shahani, CEO of Appature. “At Appature, we are excited to share this resource with the marketing community to increase clarity about how to best drive dialogue with HCPs and patients. We’ve designed our technology to operationally support marketers and their agency teams to achieve true relationship marketing making their brands more successful in the marketplace.”
For more information on relationship marketing and to download “The Roadmap to Relationship Marketing,” visit www.appatureinc.com/relationship-marketing.
About Appature Inc.
Appature, Inc. is a Seattle-based technology company that provides surprisingly simple® cloud-based marketing solutions designed exclusively for healthcare companies. Appature Nexus deepens brand relationships and drives greater sales growth by integrating a marketing database, campaign management platform and analytics into one, easy-to-use tool.
Leaders in the pharmaceutical, medical device, and consumer healthcare industries rely on Appature to realize the true potential of their marketing efforts. For more information, email [email protected] or visit www.appatureinc.com.
CONTACT:
Nyhus Communications LLC for Appature, Inc.
Michelle Craig and Katie James, 206-323-3733
[email protected]
KEYWORDS: United States North America Washington
INDUSTRY KEYWORDS: Technology Internet Software Health Hospitals Social Media Communications Advertising Marketing Medical Supplies
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