Author archives: Movéo Team

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The cookie is going away.

The cookie is going away. What happens next?

Cookies — or third-party tracking codes — have evolved to be a central component of digital advertising. Yet for various reasons, from privacy concerns to ineffectiveness across devices and mobile apps, cookies have outlived their usefulness. Firefox and Safari currently block them and Chrome will do so by 2022. How will B2B marketers cope without […]

Where is healthcare going? Maybe Forward.

As the US healthcare industry continues to reel from unprecedented change, new business models are emerging from unexpected sources. PwC has identified four disrupter archetypes: vertical integrators (e.g., CVS Health and Aetna), employer activists (e.g., Haven), technology invaders (e.g., Apple) and health retailers (e.g., Walmart). Yet, there is a San Francisco-based startup that combines several […]

High-Performing Healthcare CRM Starts Before the RFP

There’s no doubt that the need for enterprise-wide business intelligence is changing how organizations use their customer relationship management (CRM) systems. For healthcare systems with an accountable care model, the pressure is even greater to find a CRM vendor with the capabilities and sophistication to deliver significant ROI. But that’s where things tend to go […]

Healthcare marketing’s secret weapon

When it comes to increasing demand for services and driving up patient volume, healthcare marketing is typically concentrated on acquisition and branding — the top of the sales funnel. But that means neglecting one of the industry’s unique advantages: a buyer highly receptive to bottom-funnel tactics and relationship building. A buyer sensitive to experience Unlike […]

Data is Key to Personas that Work

Marketing personas, semi-fictional representations of your existing or prospective consumers, put a face to your data and give you something meaningful and relevant to talk about with your top targets. They help your team answer critical questions such as “Who are these consumers?” “What’s important to them?” “How do they use healthcare?” “How can we […]

Cracking the Code on Voice of the Customer

What’s the first thing that comes to mind when you hear “Voice of the Customer research”? If you’re like many healthcare marketers, the answer is simple: surveys. Lots of surveys. The trouble is, that one-word answer could limit the value your Voice of the Customer (VoC) research actually provides. To be clear, this doesn’t mean […]

Shoot for the Stars with Online Physician Reviews

Online reviews are a powerful way for physicians and healthcare providers to put their best foot forward. And few people would dispute their importance. Between 60 and 77 percent of patients use online review sites to help them select a physician. What’s more, patients take the content of those reviews seriously. Eighty-five percent of people […]

Reviews in health care: Are they losing steam?

Patients are giving healthcare reviews fewer stars. A recent survey on the health care decision-making process showed that reviews have become less important to the patient — in 2016 more than 50% of respondents said that reviews were either “important” or “very important” and in 2018 this number went down to 32%. Additionally, only 17% […]