CRM

The Mutual Dependency of Marketing, Customer Service and ROI

Headshot of Michael Crawford
By Michael Crawford

You’ve conducted research, developed your strategy, identified the right audiences, shaped messaging and value proposition based on the audience’s motivations, and done a fine job of targeting. So what could go wrong? Answer: Your fulfillment mechanism was awful.

Too often there is a gap between outbound marketing and how inbound inquiries are handled. This gap swallows up inquiries and undermines your credibility when the large numbers associated with online activities don’t translate to real life appointments.

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Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

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