Understanding Your Consumers to Create an Indispensable Brand Through a Strategy and Marketing Lens (145H)

Consumerism in healthcare has become increasingly relevant due to the rise of direct-to-consumer advertising, health information availability online, and patients' desire to be more informed about their medical conditions and treatment options. How an organization defines consumers differently than patients is critical to how it develops an approach to better intertwine market and consumer intelligence to inform strategy and thereby ensure brand indispensability. Specifically, Duke Health, with a robust strategic planning approach intertwined with marketing, will share how it navigates the two disciplines to ensure they fuel Duke Health's overarching goals and the successes and challenges in establishing brand differentiation and loyalty. NRC Health will share the consumer and patient perspective on organizational goals, priorities and the messages they want to hear. Together, we will review strategies to engage consumers through personalized communication, social media and educational content and review the importance of building a strong brand that resonates with healthcare consumers, fostering loyalty and repeat business.