Adapting to Change: Making Patients Part of the Marketing Team Tom Eiland 503-802-41122012 Fall Conference email@example.com
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
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
Two-waycommunications Customers want to be heard 60 to 65 percent of participants offered to participate again.
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.
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
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
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
Net Promoter ScoreClinic One: 71 Clinic Two: 35Clinic One Clinic Two Clinic Three Clinic Four Clinic Five 71 35 52 68 48
Gap AnalysisWhat is importantto patients vs.what is delivered.
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
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?
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
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
“We were able to develop and identify valuable marketing messages with online concept testing.”Quote from client
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 hyperlink for more input
Communication Engagement Website Sign-up Two-way communication Use as hub for communications Promote ofﬂineSpanish Translation Available
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.”