place a higher priority on communicating with consumers This is the last of five thoughts addressing marketing in the health and medical sector. Research suggests that this is now the largest sector in the Australian economy. That said, it is a sector under pressure economically and it is not at all well regarded in terms […]

place a higher priority on communicating with consumers This is the last of five thoughts addressing marketing in the health and medical sector. Research suggests that this is now the largest sector in the Australian economy. That said, it is a sector under pressure economically and it is not at all well regarded in terms of the application of 21st century marketing expertise. Research completed in 2017 found that some 20% of patients do not follow through on referrals from general practitioners. The concerning healthcare consequences of this finding are apparent, but they are not addressed here. What is addressed is the implications these finding have for marketing that may be undertaken by medical specialists. This finding suggests that while medical specialists have traditionally focused on driving referrals through relationship management, communicating directly with consumers or potential patients is also important. Certainly, developing relationships with general practitioners is an essential…