Adapting to                        Change:                       Making Patients Part of                        the Market...
How online research and engagement   makes you a better marketerKnow what customers   Use customer input     Become the go...
Market to                          customers, not                             marketsIt’s easier to market to existingcust...
Two-waycommunications         Customers want to be heard            60 to 65 percent of participants              offered ...
Customers are hard to reach                       One third of Americans                        don’t have landlines,     ...
Online is:   Convenient   Safe   Versatile
53%of Americanadults age 65and older usethe internet oremail.Source: http://pewinternet.org/Reports/2012/Older-adults-and-...
Communication and Engagement              How to use the resultsInternal Communications      External Engagement
Communication and Engagement      How to use the results
Communication and Engagement      How to use the results                    External                    Communications    ...
Communication and Engagement      How to use the results
Communication and Engagement              How to use the resultsInternalCommunications Senior Management Peers, Employee N...
Communication and Engagement        How to use the results“Online focus groups were used to create  employee training  mat...
What is the Process?                     Baseline SurveyOnline/Live Focus Groups      Topical Surveys
What is the Process?             Baseline Survey
What is the Process?    Net Promoter Score•   Likely to recommend               Baseline Survey    vs. Satisfaction    Gap...
What is the Process?Why NPS?                      How does it work?  Better indicator of         Likely to recommend: 0-10...
Net Promoter ScoreBeyond the Score Why or why not recommend?  •   Strengths, weaknesses, branding Management to excellence...
Net Promoter ScoreClinic One: 71                       Clinic Two: 35Clinic One   Clinic Two   Clinic Three Clinic Four   ...
Gap Analysis
Gap AnalysisWhat is importantto patients vs.what is delivered.
Gap Analysis                                               Extremely Exceeds                                              ...
Communications Audit           How did you find your           physician?           •   Recommendation, referral,          ...
Segmentation and RecruitmentLarge samples yield precise data:•   Younger patients, Medicare, Medicaid,    Multiple service...
Now What?  Use Panel for Focus groups  •   Advertising, Satisfaction, Concept testing,      New products, New services  • ...
“We were able to       develop and identify        valuable marketing       messages with online         concept testing.”...
Example: Test Advertisements
Example: Test Advertisements • Understanding • Communication • Connected • Real people • Condescending
Example: Test Advertisements • Understanding • Communication                   •   What is that, the • Connected          ...
Actionable Results
Actionable Results         “This information         helps every phase          of our marketing              efforts.”
Communication EngagementEmail to participants   Thank you   Provide some results   Mea culpa: We can do   better   Include...
Communication Engagement                                Website                                  Sign-up                  ...
Communication Engagement                     “My doctor has all the requisite skills andResults and           experience t...
Rewards and Benefits
Questions?Contact: Tom Eiland503.802.4112 ortome@cfmpdx.com                      www.cfm-online.com
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Heathcare Communicators Oregon Presentation

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CFM Partner, Tom Eiland, presented at the HCO fall conference demonstrating the benefits of engaging customers with online research.

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  • Heathcare Communicators Oregon Presentation

    1. 1. Adapting to Change: Making Patients Part of the Marketing Team Tom Eiland 503-802-41122012 Fall Conference tome@cfmpdx.com
    2. 2. How online research and engagement makes you a better marketerKnow what customers Use customer input Become the go-to want before you to guide decision- person for customer spend money making insights
    3. 3. Market to customers, not marketsIt’s easier to market to existingcustomers than find new ones Customers have already: • Made a “buy” decision • Have an existing relationship with products, services and staff
    4. 4. Two-waycommunications Customers want to be heard 60 to 65 percent of participants offered to participate again.
    5. 5. Customers are hard to reach One third of Americans don’t have landlines, only cell phones.*Oregon and SW Washington have some of the highest rates of cell-only households.
    6. 6. Online is: Convenient Safe Versatile
    7. 7. 53%of Americanadults age 65and older usethe internet oremail.Source: http://pewinternet.org/Reports/2012/Older-adults-and-internet-use.aspx
    8. 8. Communication and Engagement How to use the resultsInternal Communications External Engagement
    9. 9. Communication and Engagement How to use the results
    10. 10. Communication and Engagement How to use the results External Communications Email Newsletters Websites Social Media
    11. 11. Communication and Engagement How to use the results
    12. 12. Communication and Engagement How to use the resultsInternalCommunications Senior Management Peers, Employee News Operations Share positive results to improve morale
    13. 13. Communication and Engagement How to use the results“Online focus groups were used to create employee training material to reflectthe wants and needs of patients.”
    14. 14. What is the Process? Baseline SurveyOnline/Live Focus Groups Topical Surveys
    15. 15. What is the Process? Baseline Survey
    16. 16. What is the Process? Net Promoter Score• Likely to recommend Baseline Survey vs. Satisfaction Gap Analysis• Meeting expectations Communications Getting actionable• Where people get information information Segmentation• Demographics and Behavior Recruit participants
    17. 17. What is the Process?Why NPS? How does it work? Better indicator of Likely to recommend: 0-10 customer satisfaction Promoters (9-10) 55% Benchmark results Passives (7-8) 15% internally and externally Detractors (0-6) 40% Identify strength, Net promoter score 15 weaknesses and brand NPS ranges characteristics Hospitals: +71 to -35 Determines potential Clinics: +72 to +21 word of mouth Health Plans: +41 to -11
    18. 18. Net Promoter ScoreBeyond the Score Why or why not recommend? • Strengths, weaknesses, branding Management to excellence • Set NPS goals for managers and teams Operational consistency • Set NPS goals for units, clinics, services word of mouth
    19. 19. Net Promoter ScoreClinic One: 71 Clinic Two: 35Clinic One Clinic Two Clinic Three Clinic Four Clinic Five 71 35 52 68 48
    20. 20. Gap Analysis
    21. 21. Gap AnalysisWhat is importantto patients vs.what is delivered.
    22. 22. Gap Analysis Extremely Exceeds  Gap Important Expectation sHas a reputation for listening to patients 90% 65% -25Has a reputation for high quality care 80% 65% -15Easy to schedule appointments 70% 50% -20Offers appointment times that are convenient 64% 50% -14Has computer access to my medical records 60% 64% 4Is conveniently located 50% 50% 0Offers a wide range of health care services 40% 50% +10Can e-mail questions to the doctor 40% 35% -6Can make appointments online 35% 37% 2
    23. 23. Communications Audit How did you find your physician? • Recommendation, referral, billboard, yellow pages? Do you use social media? • Fan of a clinic, hospital, system? Use websites for information? • Our site, WebMD, Other?
    24. 24. Segmentation and RecruitmentLarge samples yield precise data:• Younger patients, Medicare, Medicaid, Multiple service lines, Recent care, Insured, EmployeesBehaviors are important• Influentials = Early MajorityAsk to participate in the future
    25. 25. Now What? Use Panel for Focus groups • Advertising, Satisfaction, Concept testing, New products, New services • Online or live • Deeper- Richer information • Very precise recruitment Surveys on Topical Issues • Medical Home, Gen Y, Medicare, Customer Service • Precise recruitment, fast turnaround
    26. 26. “We were able to develop and identify valuable marketing messages with online concept testing.”Quote from client
    27. 27. Example: Test Advertisements
    28. 28. Example: Test Advertisements • Understanding • Communication • Connected • Real people • Condescending
    29. 29. Example: Test Advertisements • Understanding • Communication • What is that, the • Connected attack of the giant • Real people faucet? • Condescending • Doctor is a model.
    30. 30. Actionable Results
    31. 31. Actionable Results “This information helps every phase of our marketing efforts.”
    32. 32. Communication EngagementEmail to participants Thank you Provide some results Mea culpa: We can do better Include hyperlink for more input
    33. 33. Communication Engagement Website Sign-up Two-way communication Use as hub for communications Promote offlineSpanish Translation Available
    34. 34. Communication Engagement “My doctor has all the requisite skills andResults and experience that one would expect in a primary care physician. Beyond that shecomments is an extremely skilled listener and analytical problem solver focused on thedrives traditional individual clients needs. She fixes theand social media easy stuff immediately, creates long-term wellness plans, and is very adept atcontent referring us when emergencies or very difficult exigencies arise.”
    35. 35. Rewards and Benefits
    36. 36. Questions?Contact: Tom Eiland503.802.4112 ortome@cfmpdx.com www.cfm-online.com

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