Ana Mena Rodarte, AMA Board Member of the Month
Everyone at Gelb congratulates Ana in recognition for her hard work at AMA Houston! As the Chair of Lunch Program services, Ana is responsible to make sure the luncheon registration process is efficient. Luncheons, often attended by over 200 people, are a key touchpoint in managing the AMA member experience and recruiting new members. In this role, her efficient project [...]
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 [...]
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.
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.
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.
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.
Sorry seems to be the hardest word
Key issue: As our nation’s debate about health care heats up, we look at one easy and not-so-obvious way to cut costs, communication. With the discussions regarding reducing the cost of medical care, we can’t help but tune into some of the debate. As a strategic marketing firm serving many of the nation’s leading academic [...]
Sorry seems to be the hardest word
With the discussions regarding reducing the cost of medical care, we can’t help but tune into some of the debate. As a strategic marketing firm serving many of the nation’s leading academic medical centers, we have seen how better management of the patient experience can actually reduce costs.
Why’d they do that?
The challenge arises in that every patient is different, which means they each made their healthcare decisions in much different ways as well. DeVries and her team found just that – the reasons staff thought drove patients to their facility proved to be immaterial.
A recent McKinsey Quarterly article blames such misunderstandings on an “explosion of product choices and digital channels, couple with the emergence of an increasingly discerning, well-informed customer.” As a result, marketers must be able to map their customers’ decision journey.