Health and Beauty

Avanti Skin Care Yuma

How MedicalDirector markets to customers naturally averse to change

“Of course, within the medical professions there’s an element of being tied to a desk, and even if do home visits you’ve got to go back to the practise to re-enter notes you’ve taken on site. Helix allows access records where and when you need to on the device of choosing to provide greater flexibility to enable care.

“But all this means we have to get really targeted with our education and our content, so we can better communicate this to our customers. And you can’t generate really fantastic content without knowing your audience. It’s easy to understand what you need to do, but harder to understand how you do it.”

And, as Marchant pointed out, sometimes marketers do an excellent job of overcomplicating everything, without stopping to ask the most crucial question: How does this impact the customer?

“There is no point in jumping on the latest martech or suite of tools without fundamentally understanding what you are trying to do. It must consistently come down to winning, supporting, and keeping customers,” he said.