Marketing Research with a Focus on Patient Experiences
Earlier today I had the pleasure of describing some of the leading research techniques to the NACCDO/PAN marketing group, this year hosted by UNC Lineberger Comprehensive Cancer Center. Our discussion was focused on ways to elicit feedback from patients, families and referring physicians to guide understanding, delivery, and monitoring of the patient experience. Below is [...]
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 [...]
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.