Effective healthcare marketing requires a deep and up-to-date understanding of patient needs and mindsets. But patients aren’t the only audiences: parents, other caregivers, referring physicians, internal physician and researcher stakeholders and community groups need to be taken into account as well. Whether we’re marketing healthcare services or health insurance, our focus on communicating with people as people has guided us in avoiding category-clutter “healthcare speak” and, instead, connecting on emotional terms, while delivering clear business-driving messages.

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