George Musi, Managing Director of SOLVE(D), shares insights on hospitalists’ evolving COVID-19 era needs and marketing strategies to meet them where they are via MM&M.
“For COVID-era hospitalists…the separation between personal and professional life has blurred. As a result, they’re unlikely to take any rep meetings, even virtual ones.
And they don’t want to be sold, Musi says. ‘What they do want are ways out, removing themselves from the crush of the day’s work so they can focus on themselves and get prepared for the next day’s work.’
That requires a deeper understanding, typically through the curation of in-depth profile and persona definitions, in order to help marketers shift from merely reaching these specialists to truly addressing their concerns. ‘It means finding them at a point where we can have an opportunity to have a conversation with them,’ Musi adds.” – MM&M