Next-generation CRM in healthcare is here – but are ethics and personalization at odds? For The Drum’s health & pharma focus week, Merkle’s Dagmara Scalise and Erin Kelsh investigate.
Today’s dominant personalization framework is all about knowing the individual and applying that information to intercept their journey and serve up relevant content that meets their needs. The end goal is to drive a relationship with the brand or product.
That’s the theory.
But the way it tends to play out in the real world is much less compelling. How useful, really, is it to send (or Read full story ›
Source: The Drum
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