The eye rolls commence from across the industry at the sight of the headline with everyone thinking; I have a marketing plan. We are on Facebook, Twitter, Instagram, and other social media channels. We even have the annual wellness calendar telling us when it’s time to be doing things. And on and on. I don’t know about you, but I consider myself an insured healthcare consumer. So, what has this got to do with anything in the headline? A lot. Because of the insured healthcare consumer, it’s all random noise that is not connected. And it is random in part because there is no sustainable or continuous market presence. For example, the other day I received a direct mail newsletter from a hospital. Well, saying “I received” is probably misleading. Whomever the person that lives here named Resident is the one who received the mail. It was the first time I had heard from that provider in years. Random. Out of the blue comes a direct mail piece. Which by the way, though nicely produ...