Hospital executives are investigating new marketing automation channels, such as real-time computer buying, geo-fencing, text messaging and dark posts on social media, according to a new study.
But researchers compiling “The State of Digital Marketing in Healthcare in 2017” survey also found that participants are not up to speed on crisis management, a critical element of handling data breaches and the required notifications.
“Few respondents said their organization is effective at managing a crisis,” said Rob Klein, founder and CEO of Orland Park, Ill.-based Klein & Partners, which conducted the survey along with Atlanta-based Greystone.Net. “With breaches there is always a crisis.”