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Digital marketing optimization: Strategies for engaging healthcare consumers online
The health care industry continues to experience unprecedented change, and in response, payers are shifting their marketing strategies from a focus on satisfying the needs of employers to those of consumers. Today’s health care consumers have more choices, greater accountability and a wealth of information (and sometimes misinformation) at their fingertips courtesy of the Internet. They want their health care shopping experience to be like any other retail purchase they make simple, personalized and convenient any time, anywhere. Savvy shoppers seek tools and resources to help them make decisions and to make managing their health and well-being easier.
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