AMA Healthcare SIG: Stepping outside the box to market creatively
This morning’s AMA-Houston Healthcare Special Interest Group event, “Outside the Box: Creative Healthcare Marketing,” provided a great opportunity to hear how other marketers think imaginatively. Three marketing experts shared specific case studies from the three very different perspectives.
Healthcare Marketers – Pay Attention to the Competition
For healthcare organizations, it is often the hardest question to answer that is also the most frequently overlooked. Strategic marketing planning often begins with a rigorous review of capabilities, market trends, and market share data. But while the best segmentation scheme can enable incremental and/or accidental growth, it’s most important to determine from whom you will take market share. Through [...]
Experience Management Pays Big Dividends
BusinessWeek highlights Providence Regional Medical Center as an exemplar of cost cutting while implementing quality assurance measures. Most interesting about the case study is that Providence adheres to some principles of patient experience management by addressing patients functional AND emotional needs. All this while improving perceived quality, internal alignment, and reducing costs. Some examples highlighted [...]
Authentic Patient Stories Selling False Hope
This according Natasha Singer from the New York Times (see article). We’ve interviewed thousands of cancer patients about their functional and emotional needs using a technique we call experience mapping. Based on those findings, most patients seek the support only available at our leading cancer centers because they do not have access to the scope [...]
Insights from University of Michigan Health System Experience Mapping Study
During a presentation at the Fourteenth National Forum on Customer Based Marketing Strategies held earlier in 2009 in Las Vegas, John McKeever, president of Gelb Consulting Group and Jim Macksood, associate director of brand strategy and communication at the University of Michigan Health System (UMHS), shared their insights about an experience mapping study conducted at [...]
Health Reform Provides Opportunities for Marketers
I presented our insights and prescriptions regarding marketing in the era of health reform at the AAMC annual conference Saturday. Much to my excitement, Gelb’s benchmarking study, with responses from over 60 of the nation’s academic medical centers, was of great interest to participants. My co-presenter, John Cragin, provided meaningful insights regarding the changes in universal health [...]
All About Expectations
Health care is often compared to hospitality, so I paid particular attention to my recent hotel stay at the Ritz Carlton in Philadelphia.
Is it just another new initiative?
Maybe you’ve heard this before: “I’ve heard our mission and vision, but they don’t really have anything to do with my job.” Or maybe you’ve even said this before: “Marketing is in charge of managing our brand; I’m just focused on getting my work done.” In whatever way you can relate to these statements, you’re [...]
Hot Topic: Managing the Customer Experience
For all service providers, listening to the voice of the customer should be of the utmost importance to stay afloat in today’s customer-driven business environment. Customer experience management is one of those hot topics that was at one point an odd, new buzz phrase and, perhaps, it still is to some. But nowadays more businesses [...]
Consistency inside and out
Expected job growth reveals health care is a growing. To sustain this growth we think a consistent internal and external experience is vital.