Future marketing practices will have to adapt to the ever-changing landscape of the healthcare sector, it has been claimed.
According to John Meyer, chief executive officer of Acxiom, government health reforms combined with "the need for health provider efficiency and the shift to more personalized healthcare" will radically change the sector.
It follows an announcement by the US Department of Health and Human Services that it is planning to introduce new rules to govern marketing in the sector.
Limitations are expected to be set on the use of patient information.
"As personalized medicine becomes the norm, customer loyalty, engagement and retention will be crucial for healthcare companies to compete in this changing landscape," Mr Meyer said.
The marketing expert continues highlighting the fact that target audiences and marketing dollars are shifting for every sector of the healthcare industry.
Elsewhere, a blog post on the CIO website recently suggested that improving data quality in the sector would lead to better patient care.
Posted by Paul Newman