Competing on the customer experience is the name of the game in business these days, and healthcare is no exception. As a result, consumers are behaving differently when making healthcare decisions. They depend less on referrals from their personal physician and instead seek information and empirical data online. Leaders within healthcare organizations are starting to invest in CRM systems to develop and manage relationships with these individuals, resulting in an increased rate of conversion into patients. They are engaging consumers at levels similar to the highly consumerized retail, hospitality, or travel industries.
With this shift in consumer behavior, the question is, what is the cost of not investing?
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