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MARKETING INFRASTRUCTURE:
HOW BORING BECAME SEXY
The truth is that bringing up the topic of infrastructure for discussion puts most people to sleep.
It’s considered boring and is largely ignored - up to the point it doesn’t work, is too slow, or is in disrepair. That’s when everyone is wide awake and is paying attention.
However, when considered for its important role in brand, marketing, and communication, boring becomes sexy, and infrastructure is considered a key driver business success.
Here’s why: technology and communication are the two types of infrastructure required to build a brand and leverage other intangible assets that unify culture, boost growth, and create value.
Technology - transitioning any organization from analog to digital requires discipline, structure, and the ability to curate and manage branded assets, content, and templates to maximize the effectiveness of marketing efforts in an efficient, effective, and secure way.
Think of this infrastructure type as marketing hardware.
Communication - ideas and insights that shape growth strategies requires professionals with the experience and expertise to deliver the consulting and creative services outpatient providers need to keep the doctor-patient relationship central to all internal and external marketing and communications efforts.
Think of this infrastructure type as marketing software.
Both are needed for businesses to connect with consumers in ways that elevates confidence and enhances commerce - and if you are an outpatient healthcare provider, both are needed to attract and retain physicians, staff and patients.
Ron Cappello
INFINIA
[email protected]
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