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.
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.
Have you taken a look at yourself lately – through someone else’s eyes?
Have you and your organization looked at your situation through your customers’ eyes? Have you placed yourself in their shoes and thought about how their experiences could be improved?
We recall a project with Texas Children’s Hospital during which we learned about expectant mothers’ anxiety. We took that knowledge and recommended tools the organization provide to reduce that anxiety – like a handout of questions OBs could share with their patients to ask of their prospective pediatricians. View more about TCH’s Maternity Center at http://www.texaschildrens.org/carecenters/maternity/default.aspx.
We challenge you to take a different perspective and approach to solve some of your organizations’ challenges!
Have you taken a look at yourself lately – through someone else’s eyes?
Have you and your organization looked at your situation through your customers’ eyes? Have you placed yourself in their shoes and thought about how their experiences could be improved?
We recall a project with Texas Children’s Hospital during which we learned about expectant mothers’ anxiety. We took that knowledge and recommended tools the organization provide to reduce that anxiety – like a handout of questions OBs could share with their patients to ask of their prospective pediatricians. View more about TCH’s Maternity Center at http://www.texaschildrens.org/carecenters/maternity/default.aspx.
We challenge you to take a different perspective and approach to solve some of your organizations’ challenges!
The Journey Matters
Key issue: Health care marketing isn’t consumer marketing. Patients don’t choose their provider out of desire; it’s out of need. It is therefore important to consider the emotional and functional needs of patients at each step of their journey. A recent McKinsey study of over 20,000 consumers from around the world found that specific interactions, [...]