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Value
Creation Through Effective Communications
Communicating
effectively with customers is critical to the success of any organization
because improving customers’ understanding of products and issues changes
their subsequent actions.
Healthcare
customers are a diverse range of individuals and groups who pay for,
prescribe, use, regulate, or otherwise decide what medical products and
services patients use, and how they are paid for.
Healthcare customers are sometimes called stakeholders, since unlike
customers in other industries, they usually do not directly pay for the products
and services they use.
Each
customer-stakeholder group has different concerns and perspectives about
healthcare issues, and responds differently to specific language and
terminology. (For example, many
clinicians bristle when patients are called customers.)
Policy
and communications projects create value for clients by changing the
perceptions and attitudes of key customers, stakeholders or opinion leaders -
which makes the market environment more receptive for the client’s products,
policies or legislative initiatives.
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