TheCentralGroup.com
Title
central | Healthcare Brand and Opinion Leader strategies built on Word of Mouth marketing science
Description
who and why
Matt Rowley and Rob Barker have over 27 years' experience within healthcare marketing. Both of them have held roles within blue-chip global marketing departments as well as Managing Directors within the world's largest agency networks.
For years though, Matt and Rob had noticed separately that physicians, when asked in market research what most influences their prescribing, would rate ‘colleague recommendation’ ahead of anything else, including advertising, sales reps and medical publications. To begin with, they put it down to physicians not wanting to admit the influence of marketing.
The two had to admit though that conventional healthcare brand theory does come from the consumer model where the ultimate goal is to generate an ad concept. The problem with this is that in healthcare we’re not trying to get someone to try another brand of pizza, we’re trying to change the way a physician treats their patients.
Languages
English
Contact
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