Transcript crusaderscolorado

Turning
Customers
into
Crusaders!
For the Colorado Health Care Association
September 24, 2008
Anthony Cirillo, FACHE, ABC
www.4wardfast.com
WOM
Agenda
 Marketing Healthcare
 Those who need you / those
who could care less
 Identifying and Leveraging
Loyalists
 “The Experience”
 Monitoring the Environment
 Other Crusader Marketer Characteristics
 Intersecting Non-LTC Priorities
Harvard and McKinsey says……
2/3 economy influenced
by word-of-mouth
one word-of-mouth =
600 advertising exposures
71% prefer friend recommendation
over advertising
WOM is more effective over
time than advertising.
Chuck Nyren –
Author, Advertising to Baby Boomers
Customer Crusaders
(think Apple, Harley, Saturn)
• Buy your products and services
• Passionately recommend you
• Offer unsolicited feedback
• Come to your defense
If they’re not a loyalist they could be a antagonist.
Word of Mouth
“In many cases, WOM isn't actually
"marketing" at all. It's great customer service
that earns customer respect.”
Andy Sernovitz
CEO, Word of Mouth Marketing Association
= 2 cents a cup
= 20 cents a cup
= $3 - $5
a cup
= $1cup
The Experience Economy –
B. Joseph Pine II, James Gilmore
Fred Lee –
“If Disney Ran Your Hospital”
ACHE Book of the Year
“Patients judge their experience by the way
they are treated as a person not by the way
they are treated for their disease.”
“Patients reserve their good word of mouth
and loyalty for hospitals where they feel their
needs were anticipated and met by a
courteous caring staff.”
Deliver on the brand promise!
A great resident experience
fuels word of mouth.
Delivering a Great Experience Starts With…
• Data Collection
• Auditing the Experience
• Monitoring the Environment
Data Collection
Interests and Influence
Data collection helps you target
your prospects and create better
experiences for residents.
MOT
Every time your company touches a customer,
they either become a little more, or a little
less engaged – but they never stay the same.
John H. Fleming, Ph.D., and Jim Asplund
Mid-Columbia Medical Center,
The Dalles, Oregon
Inquiry
Evaluation
Calling on the
phone.
Visit CMS & state
sites.
Going to the
web.
Google facility.
Ask for references.
Tour touch
points
Showing up
unannounced.
Talk to referral
sources.
Questions
Referral
source calls.
Talk to caregiver
groups, families,
employees.
Tour
Scheduling
Greeting
Meet ED
Follow Up
Admission
Nurse
assessment
Orientation
Interest and
activities
Room
selection
Move in
Inquiry
Inquiry
Calling on the
phone.
Go to church
with someone
who works
there.
Going to the
web.
Showing up
unannounced.
Referral
source calls.
After
interview, they
may add
A friend had
rehab there
and was
discharged.
Toward Solutions
Caregiver
Expectation
Actual
Experience
Touch point
I called
and wanted
immediate
appointment.
They didn’t know
where to refer
me.
Direct dial
number always
answered with
immediate
appointment.
I arrive on time
and we get
started.
I was left waiting
30 minutes.
Appointment
clearly scheduled
and assigned to
someone.
Customer Delight
Audit the experience and
envision the ideal experience.
There is a core of 20 million
who are influential and from
whom other health
consumers seek advice.
There are people talking about you.
Who are they and how do you
engage?
Engagement
Engagement
Are influencers participating in Family Council?
Consider internal and external advisory groups.
Access to information.
Sneak previews.
Participate in the development of a new service.
Introduce resident families with similar interests / concerns.
Use to attract others.
Give Something Away
Create Community
Shouldice Hospital
Dinner, entertainment, camaraderie, and a hernia exam!
Cause Marketing
Brand Extensions
Develop services and products that
EXTEND
your brand.
Use
- customer engagement
- give to get
- create community
- cause marketing
- brand extensions
to build crusaders and create
tipping points.
“If I buy a digital camera or a car, I’m not going to
buy another one probably for years. But just
because I’m not in the purchasing market that
doesn’t mean my customer experience is at rest.
The customer experience is always adding up
to the next purchase.”
Russ Bartlett
CEO, Autobytel.com
Staff Empowerment Causes Customer Delight
Cost More?
“If your mission has
a human purpose,
profit will take care
of itself if you
operate wisely.”
Earl Bakken,
Medtronic
From Fear to Understanding
Lessons
1. WOM is more effective over time than
advertising.
2. A great resident experience fuels word of
mouth.
3. Data collection helps you target your
prospects and create better experiences
for residents.
4. Audit the experience and envision the ideal
experience.
5. There are people talking about you. Who
are they and how do you engage?
6. Use customer engagement, give to get,
create community, cause marketing, brand
extensions to build crusaders and create
tipping points.
The Ultimate Question
Would you recommend us to others?
 Marketing Strategy
 Marketing Audits
 Medical Tourism
 Market and price monitoring
 Integrate CRM tools and continuous feedback tools
 Design price packages based on customer wants and align to value
 Integrate organizational goals into pricing approaches as a component
of marketing strategy
 Develop communication templates to tell the price story
 Customer service training to support consumer driven healthcare
 Tools and templates to tell the other side of the price story
(i.e. economic impact studies
Questions
Anthony Cirillo, FACHE, ABC
1-704-992-6005
[email protected]
www.4wardfast.com
www.anthonyssong.com
http://sickoh.blogspot.com/
http://anthonyssong.blogspot.com/