The 4Ps of precision patient marketing
Arlen Meyers, MD, MBA
President and CEO, Society of Physician Entrepreneurs, another lousy golfer, terrible cook, friction fixer
Key takeaways:
- The four P's of marketing are product, price, place and promotion.
- The foundation of the four P's is the "product," which is when a marketing professional defines the product's purpose.
- It's common for the four P's of marketing to intersect with one another, as there may be shared attributes within each element.
?In this new age, previously reigning marketing paradigms like the 4Ps of marketing are also undergoing a transformation. Welcome to the age of the 4Es of Marketing instead.
So-called “P4 Medicine” (predictive, preventive, personalized, participative) represents the cornerstones of a model of clinical medicine, which offers concrete opportunities to modify the healthcare paradigm: the individual‘s participation becomes the key to put into practice the other three aspects of P4 with each patient.?
Harnessing the power of AI to provide tailored online experiences for patients, marketers can utilize precision marketing to grow ROI and enhance customer acquisition, retention, and reactivation. Done well, precision marketing will leave your customer feeling like their chosen product was easy to find and a perfect fit for them.
领英推荐
Creating a successful AI driven precision patient marketing campaign requires the next 4P model:
- A strategic marketing communications and engagement PLAN
- PEOPLE, like data scientists and AI experts, who can execute the plan in collaboration with clinical end users, patients, and other stakeholders
- PROCESSES of care that can be aligned across the care plan continuum to stop dropped handoffs and referral leaks
- Interoperable data PLATFORMS that inform AI algorithms
Before we get there at scale, however, we will need to address:
- Data privacy, confidentiality, and security
- Mass customization of patient communication preferences
- Workforce development and patient education and training
- Ethical guidelines and compliance
- Responsible patient AI driven marketing practices
- Rules, regulations, and a patient Bill of Rights
- Treating academentia and systemic resistance to change
- Adopting emerging patient preference social media tools, like the Medaverse, Snap Chat, TickTok, and Instagram
- Redefining the role of influencers and the increasing numbers of doctors on social media
- Defining the ethical use of AI driven marketing techniques
- Information and communications technology infrastructure
- Better and more responsible AI
Getting from A to B to the 4Ps of AI enabled sick care precision marketing is evolving, but it will take a while to disseminate at scale since the requirements for success are complicated, complex, and highly regulated.
If you would like to receive text messages about our services, press the link we just sent you. Ordinary charges apply. Reply with STOP if you are no longer interested in receiving our messages. Effective Jan 1, you or your insurance company will be charged a fee to use the service.
Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs