By Les Stern and Carla McEachern

With health care moving from a wholesale to a retail environment, health care marketers across the country have a new focus on customers. Like other industries, health care is beginning to realize the advantage of "knowing" and managing customers, particularly when trying to keep them. In the volatile health care industry, this customer knowledge is strategic for survival, best buoyed by the use of a marketing data mart. Adding analytical capabilities to the customer information that organizations have traditionally maintained, marketing data marts offer health care marketers greater speed and functionality not only to know their customers, but to hone their strategic planning.

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