Idea Hall

Today, most of the 4Cs are delivered in “one-size-fits-all” approaches, but as consumers increasingly demand greater personalization, companies will need to use more data and intelligence to sharpen their decision-making and drive greater relevance in their customer interactions to build stronger human connections to their brands. CRM, which is powered principally by first-party data, or customer data that the company owns (with the consumer’s consent, of course), is the driving force for initiatives like coupons, personalization, or email marketing. As companies rely increasingly on personal data that they obtain with consent from consumers, they must not only comply with the regulations on consumer privacy and ensure that data is secure, but they also have the opportunity to consider building even more loyalty and differentiation by designing more transparent interfaces for privacy controls. For your technology architecture to drive results, it must therefore be matched with sufficient scale in data to fuel its success, the right use cases to drive results, and the right approach to human enablement.

In its first phase, GoodRx Help has partnered with the National Association of Free and Charitable Clinics (NAFC) to fully subsidize the cost of nearly 1,000 medications at 23 clinics in 16 states, including California, Texas, Florida, and New York. Medical providers simply enroll patients into the program, and GoodRx then sends the medication for free to the clinic for the patient’s use. Medication affordability is one of the top issues facing patients at Free and Charitable Clinics and Pharmacies throughout the country,” said Nicole Lamoureux, NAFC President and CEO. We are thrilled that GoodRx recognizes this need and has chosen to partner with the NAFC on this important program to help patients receive medications that they need at no cost.”

The 500 companies on our list of America’s Best Startup Employers have had to pivot, attracting and engaging employees through virtual games, classes and support systems in a year unlike any other. Forbes partnered with market research company Statista to identify the up-and-coming companies liked best by their employees in our second-annual ranking of America’s best startup employers. Of the 500 startups listed, Idea Hall’s CRE investment management software client Juniper Square was ranked #182. To view the complete list of America’s Best Startup Employers, visit https://www.forbes.com/americas-best-startup-employers/#77aba0ae6527

As companies aim to track these trends and adjust effectively, here’s some fresh advice to help business leaders grasp their customers’ new demands and expectations, and respond in a way that positions their brand above the pack. While some Americans are hopeful that vaccines become widely available this year, with Covid-19 cases permanently dropping as a result, a recent Gartner report suggests that consumers might continue to live more privately in a post-pandemic era, spending more time working from home or socializing in smaller circles rather than out in public. While casting actors in commercials and marketing campaigns has long been tradition, consider taking a more journalistic approach by using real people and their stories to showcase your brand’s impact and values. And whether your audience is local or global, keep in mind that telling real stories about people just like your audience is an effective way to convey empathy, build trust and resonate with them during an era of intense challenge and change.