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GE | Using digital and social media to sell to doctors and hospital administrators


I have written about the zero moment of truth before and its impact on the consumer’s path to purchase. This is another video from Google and ZMOT explaining the details of their ZMOT theory.

It’s interesting to hear Beth Comstock – GE Sr VP of marketing explaining the importance of social media and digital education to reach out to a very specific and difficult target – doctors.

Watch the video.


Lucio Ribeiro is Online Circle Digital’s lead strategist. You can find him at @lucio_ribeiro, or

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