Marketing to the digital healthcare community


October 2007

How the impact of digital networking on healthcare marketing is leaving some marketers and their brands behind...

Seven years ago, I found myself rummaging around under desks in a stark concrete basement at the end of a neglected corridor, under the teaching hospital in Addis Ababa. We were laying Ethernet cables next to the pathology lab to connect the first computing network, in the first computing room, of Ethiopia’s first teaching hospital. It was one of digital’s early corporate social responsibility projects, and although I was there to think about what would come down these telecom pipes,

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