Answer 2 for HCA 615 What is customer intelligence?

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Marketing intelligence in health care indeed plays a critical role in advancing the interests of facilities. Whereas initially health care providers adopted the usage of cumbersome methodologies such as ethnographic studies (Clark, 2006), the advent of big data and technology has made the process even easier. The use of technological strategies such as Smartphone surveys makes the acquisition of patient thoughts on various services easier. The analysis of such big data reveals certain trends that make customers happy and others that make them less so. As such, health care managers will utilize the information to improve on the quality of services that they offer. By doing this, patients become more satisfied with the hospital, which makes it easier for them to relay the same to their friends.

References

Clark., A. P. (2016). Healthcare Marketing in the 21st Century: Beyond Promotion to Constructing Experiences to Achieve High Performance. Health Marketing Quarterly, 23(3), 1–7. Retrieved from https://search-ebscohost-com.lopes.idm.oclc.org/login.aspx?direct=true&db=a9h&AN=32657491&site=ehost-live&scope=site

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