LOUISVILLE, Ky.—“Retailization of Healthcare: The Future of Marketing” will be the subject of a webinar being presented by the National Association of Vision Care Plans (NAVCP), Oct. 22, at 1 p.m. Citing that the customer journey and marketing have changed forever, the NAVCP encourages health care benefit companies to stay competitive by changing the way they approach customer engagement, from acquisition to activation to loyalty.

The webinar will be presented by Lindsay Resnick, chief marketing officer of KBM Group’s Health Services Division.  Registration is available for $50 for members and $100 for non-members.

To further explain the “new marketology” that the webinar will cover, the NAVCP stated, “The ability to influence a prospect or customer has moved from brand monologue to data-driven, personalized interactive dialogue. The capacity to gather, analyze and interpret consumer ‘big data’ is a game-changer in order for companies to understand variations among audience segments and develop a complete or ‘whole’ consumer snapshot of their customer. And, separating winners from losers hinges on who delivers a user experience that embraces the customer lifecycle and revolves around cross-functional communication touchpoints. It’s the only way to keep pace with always-on, perpetually connected consumers.”