Multichannel in Healthcare: First Service, Then Channel

Britain’s conservative NHS cooperates with dating app Tinder, whilst big pharmaceutical companies cooperate with Google or Apple. And in spite of this, healthcare companies still struggle to make “multichannel” the new paradigm. Why is that? What becomes of the elaborate consultancy projects and costly investments in software and data? Flagship projects alone, it seems, are not enough to bring about change. And customers have long since overtaken companies. Here, even just simple principles can help to bring communication planning significantly closer to the doctor or patient. And thus, quite incidentally, to turn channel planning into service planning.

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