Customer Relationships???

November 13, 2017

Marketing Strategy

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My digital media guru has assured me that one of the worst things I can do to attract daily readership for my blogs is to use question marks in the title. BUT. I can’t help myself. The more I sit back and study our industry, the more questions I have about how things really work.

Take for example this webinar. It is going to tell us how to “Make Digital Work,” with “virtual engagement” leading to strengthened “customer relationships.”

So, I have two fundamental questions about how all of this happens. More specifically, I want to know what “engagement” looks like when it is accomplished virtually. How do we measure it? What does it buy us?

Relatedly, I need to know what we mean by “customer relationships.” How do we measure them? In what situations are they important? What do they buy us?

Bottom Line. Yeah, I know.  It has always been taken as a given that having a good relationship with your customer is really important. My guess is that this is sometimes true, and sometimes not. In any event, I have signed up for this webinar and will listen carefully. While I believe that the speakers will do a great job on the “how to” part of all of this, I will be listening most attentively to the discussion of “why?” and “so what?”

Care to join me?

One Response to “Customer Relationships???”

  1. Alec Pettifer Says:

    In my latest talk, I framed an operational definition of engagement and laid out the foundations of an approach to answer just these questions. In the digital health space, patient centricity means we deliver value for the patient first, virtually via technology. If we do it right, knowledge and education can lead to positive patient behaviors such as self-care. In addition, there is typically provision of channels for the patient to seek help when it is needed. By *actually* helping (beyond the pill) instead of saying we might, there are channels through which that value comes back to us. Look at Roche’s recent purchase of mySugr; it’s a $100 million bet that this approach moves the ball forward for everyone, including Roche’s own bottom line. There’s a lot more “why” to it, which I am more than happy to discuss.


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