marketing strategy, strategic marketing, brand, experience management, patient experience, oilfield marketing, oil and gas, marketing management Articles List View

The Multidisciplinary Prostate Care Clinic at M. D. Anderson highlights Gelb's work with experience mapping to take action on patients' functional and emotional needs. Review the article here.

One purpose of marketing is to identify customers’ needs and consequently determine the best way to meet those needs. However, it is nearly impossible for organizations to satisfy every customer’s unique needs. Instead, it is more efficient to allocate resources to target specific groups of customers. Because customers’ needs vary, marketers must identify common needs within similar groups of customers and recognize distinctive needs between different groups of customers. This ...

Marketing organizations can demonstrate value in customer acquisition and retention using CRM systems like Salesforce.com. This article outlines Gelb's approach to needs assessment, configuration and long-term implementation.

“Characterize a day in the life” of a patient is what Gelb Consulting Group set out to do in studying the experience of a skin cancer patient at the University of Michigan Health System in Ann Arbor. In mapping the patient’s journey, the Houston-based strategic marketing firm studied all the various interactions – or touchpoints – that the patient had with staff, the physical environment, and written communications. Click here for a reprint of this article ...

Gulf Research study finds stereotyping still prevalent in oil and gas industry.

Effective experience management recognizes the contributions of departments such as planning and strategic support, human resources, and IT to the effectiveness of those with customer-facing roles.

Insights from Strategic Health Care Marketing showcasing University of Michigan Health System and Gelb experience mapping.

While the desire to design a well-thought out strategic marketing plan exists, resource and time constraints curtail companies from putting their marketing efforts in the strategic framework needed to guide them in carrying out their plans thereby ensuring success.

Gelb Consulting Group and the American Association of Medical Colleges (AAMC), surveyed academic medical center marketing and communications executives in an effort to assess the state of organizational readiness for health reform. Despite numerous obstacles, the findings suggest marketing executives still have an opportunity to shape strategy in a post-reform era.

Jim Macksood of the University of Michigan Health System and John McKeever engaged in a comprehensive experience mapping process involved patients of the University's Skin Cancer program.

Online – a.k.a. Web – or Internet-based – surveys have become the dominant mode of quantitative market research in such a short period of time that the ramifications on the industry are only now becoming apparent. No doubt remains on the proliferation of online research: One of the most recent surveys of market researchers – Research Industry Trends’ 2006 Report, comprising 600 respondents – reported, “More than half of those on ...

Both Marketers and attorneys can help protect a company’s intellectual property. A marketing vice president, by no means atypical, finishes his “rounds” at an industry trade show and shakes his head. “We’re the leader in our category,” he says. “So when I go from booth to booth, I see competitive products that look like ours, are packaged like ours, with names that seem like ours, and one competitor promotes its brand with brochures that track what ours say.” His next thought may be: “Let’s ...

M. D. Anderson Named as U. S. News & World Report Top Cancer Hospital Gelb Consulting Group commends M. D. Anderson Cancer Center for their recent honors by U. S. News & World Report. They were ranked as America’s best hospital in the specialty category of cancer. M. D. Anderson ranked in several other specialty categories including: No. 2 in Ear, Nose & Throat No. 12 in Gynecology No. 23 in Digestive Disorders  ...

If your company is naming a new product line, it probably would not be wise to use the “X” letter, as in XFL, X-Men and such X-marked products as Microsoft’s Windows XP system and Nissan’s Xterra model. In fact, last year companies filed 1,000 requests for X-marked trademarks with the U.S. Patent and Trademark Office, says Ternell Kearney at the trademark search firm CCH Corsearch. As the “X” names demonstrate – in the technology field especially, with its emphasis on tech-sounding prefixes ...

Guidelines for Conducting IP Surveys for Litigation As use of surveys in intellectual property and business torts litigation increases, a heavy burden is placed on lawyers to conduct surveys tailored to support their clients’ positions. Likelihood of confusion, genericness and secondary meaning are still the typical issues that call for survey applications. But surveys are also being called into play for such challenges as attempting to diminish potential damages related to the loss of a ...

Product and packaging designs can be easily copied. Here’s how companies can protect themselves. Imitations may be a form of flattery, but when it involves the look and feel of a product or package – a concept known as trade dress – the repercussions can be serious. Imagine, for instance, the confusion that consumers would feel if a computer brand other than Gateway was distributed in a black-and-white cow-spotted box or if any fast-food chain other than McDonald’s Inc. displayed golden ...

With experience mapping, marketers can take advantage of word-of-mouth communication. Personal recommendations are critical to ensuring the success of a service-oriented business. To help their organizations remain competitive, marketing managers must learn what the marketplace expects and receives throughout the total customer experience. Experience mapping – developed from in-depth qualitative interviews with a sample of customers and frontline employees – is the framework for ...

On May 29, 2009 the Houston chapter of the American Marketing Association (AMA) held its 23rd Annual Crystal Awards. It was a night of anticipation and congratulations for many a marketer in the Houston area as the AMA Houston Chapter’s Crystal Awards is an opportunity for marketing professionals in the greater Houston area to boast about the previous year’s marketing project successes and efforts. Gelb was among the winners of the evening, walking away with two awards – Qualitative Marketing Re

Access a copy of John McKeever's presentation "Understanding Customers Needs: Three Steps to Minimize Market Risk," which he presented during the Society of Petroleum Engineers "Delivering and Using Emerging Technology to Make Money in E&P" workshop.

The ways your organization can create value may vary depending on how your customers utilize the resources you provide. Online resources are largely utilized by your customers and employees alike, especially so companies in the oil and gas industry with international and diverse audiences. Meaningful, action-oriented conversations with Web site users about their online experience are critical for the successful development of your organization’s Web-based tools. In response to the ...