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.
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.
What are you doing here?
We realize how important online traffic is (we just finished revamping our own site!) and have helped clients realize the value in this resource. One such opportunity was with the Duke University Health System (www.dukemedicine.org). Because the organization consists of a number of hospitals and clinical service lines, they managed a number of different Web sites. They enlisted our help to create a more consistent approach to their Web site design.
Our first step, and our suggestion to you, was to understand how users utilized the sites. We investigated this through Blitz User Testing, a process that involves one-on-one discussion with users as they engage with the site.