Patients as Consumers

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Patients as Consumers

  1. 1. Sonic Health Online Marketing & Market Research Ian Lyons - pureprofile
  2. 2. Outline How leading companies adapt to change Patients as consumers Customer centric design Online communications best practice How research can help
  3. 3. Adapting to Change
  4. 4. McDonalds Challenges Major shifts in consumer attitudes and behaviour Healthier eating style Obesity epidemic concerns More nimble competitors
  5. 5. Market Research Guides Change Tracking advertising, consumer sentiment, behaviours Weekly dips Large quarterly studies Change underway 2 years before Supersize Me
  6. 6. Most successful 12 months ever
  7. 7. Consumer Behaviour
  8. 8. Patients Are Consumers Google opens access to medical information Self directed healthcare Other medical companies are marketing directly Service experience is a key differentiator Experience is coloured by marketing expectation
  9. 9. Role of Market Research What is the current reality? Quantify patient expectations Qualify shift in patient attitudes Make small changes and measure effectiveness
  10. 10. Existing Radiology Research Rise of boutique or concierge medical care Waiting time largest concern Interpersonal skills Radiologist only mentioned by 10% Turning Crisis Into Opportunity — Challenges Facing Radiology in the 21st Century By Jim Knaub, Radiology Today, Vol. 8 No. 15 P. 10
  11. 11. Customer Centric Design
  12. 12. Your Customer Journey
  13. 13. Online Best Practice
  14. 14. Humanise Your Business
  15. 15. Worth talking about What you are like to do business with is your brand
  16. 16. Targeted Communications
  17. 17. Referring Doctor Customers Micro marketing - make something special for small groups to differentiate Simplify and wrap personality around your service Options and control
  18. 18. In Conclusion
  19. 19. There is a Huge Opportunity Consumerisation is an unexpected challenge Research can help identify & track opportunities Incorporate customer service into care Shine in a increasingly competitive marketplace
  20. 20. How pureprofile Can Help Recommend agencies & MR firms Reach your current and potential customer base Deliver targeted communications Create dialogue
  21. 21. Thank You Ian Lyons Communications Director 0411 588 145 ilyons@pureprofile.com

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