My Health Record’s invisible marketing strategy

With bad press swirling around it, it’s essential My Health Record gets a solid marketing strategy in place, writes Engaging.io’s Fraser Gordon.

The nature of humans means we are often dubious about things we don’t understand. We’re always looking for the catch and waiting to be disappointed. The job of marketers (good ones at least) is to recognise this and make marketing not only engaging, but informative and relevant.

So why exactly does there seem to be so much controversy surrounding the Australian government’s My Health Record program? Is it simply a case of poor marketing, or is there a deeper issue?

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