The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

ing the brand without fear of retribution. Stalking is out of the

question! This issue comes up a lot in healthcare marketing,

whether on a prescription, an over-the-counter brand, or a health

and beauty aid brand, where personal issues and privacy concerns

are real. With pharmaceuticals it is a legal requirement to respect

consumer privacy, but in all marketing it should be a normal

course of ethical business.

Consumers may not want a direct-mail piece coming to the

house announcing their personal health issues on the outside of

the envelope (another touchpoint). Who would want the postal

carrier and neighbors to know? Or consumers may not want

employers to see personal e-mails about a health concern either

(yet another touchpoint). Who would want their ...