Market reforms, technology innovation, and regulatory changes in the healthcare and life sciences industries are contributing to a new healthcare consumerism. Consumers have a wealth of healthcare information at their fingertips, and they're more closely examining their options to minimize out-of-pocket costs. They're becoming more actively involved in their own healthcare journeys - and the journeys of their loved ones and dependents.

Historically, engagement with healthcare consumers lags behind other industries. But as consumers gain more control over their own care and expenses, they're beginning to demand more of their care providers, health plans, and other health and wellness businesses. Many healthcare and life sciences organizations are beginning to refer to patients and members as customers - and in a customer-first company, the role of the marketing team is expanding beyond awareness and acquisition to include engagement across the entire customer lifecycle.

Healthcare and life sciences marketers are forced to respond quickly to these shifting market trends, and they're rethinking their strategies for interacting with patients and members. To understand the engagement strategies they're using, Salesforce Research surveyed more than 215 global healthcare and life sciences marketing leaders. Here are three things we learned:

1. Top healthcare and life sciences marketers own the customer experience. High-performing teams are at least 3x more likely than moderate and underperformers to strongly agree they own the customer experience across the business. <CLICK TO TWEET>
   
   
   
   
2. High performing healthcare and life sciences marketers are also more likely to integrate business systems across the entire organization to develop a single view of the customer. They're 4.3x more likely than moderate and underperformers to rate their ability to create a single view of the customer as excellent.
   
   
   
   
3. Healthcare and life sciences marketers value technology tools. Sixty-six percent of all those surveyed will increase spending on marketing tools and technology over the next two years. High performers are 2.9x more likely to substantially increase technology spend compared to moderate and underperformers. <CLICK TO TWEET>

Download "Leading the Customer Experience in the Healthcare and Life Sciences Sector" to learn more about how healthcare and life sciences marketers are engaging today's empowered healthcare consumers.