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Kontexteffizienz als Schlüssel zu erfolgreicher Ansprache von Healthcare-Professionals

In: Context-Marketing

Author

Listed:
  • Florian Klaus

    (K&A BrandResearch AG)

  • Uwe H. Lebok

    (K&A BrandResearch AG)

Abstract

Zusammenfassung Healthcare-Marketing unterliegt leicht und gerne der Fehlannahme, weniger „menscheln“ zu müssen und zu dürfen, als das in klassischen Verbrauchermärkten inzwischen zum Normalfall geworden ist. Aktuelle psychologische Forschung zeigt konsistent, dass auch Healthcare-Professionals (HCP) extrem kontextabhängig handeln und entscheiden. OTC- und Rx-Marketing tun gut daran, die Kontextbedürfnisse von Ärzten und anderen HCPs, insbesondere den steigenden Bedarf nach Effizienz im medizinischen Alltag, für Positionierung und Kommunikation in den Mittelpunkt zu stellen. Dafür muss verstanden werden, welche Signale welches intuitive Verhalten auslösen und wie die jeweiligen Marketingziele im Umfeld solcher Autopilotenstrategien wirksam codiert werden können.

Suggested Citation

  • Florian Klaus & Uwe H. Lebok, 2021. "Kontexteffizienz als Schlüssel zu erfolgreicher Ansprache von Healthcare-Professionals," Springer Books, in: Ralph Ohnemus & Uwe H. Lebok & Florian Klaus (ed.), Context-Marketing, chapter 0, pages 225-244, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34291-3_15
    DOI: 10.1007/978-3-658-34291-3_15
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