Since the split of commissioners and providers within the NHS, organisations have had to adapt to an increasing complex marketplace for services. Notwithstanding the outcome of any further changes, this will continue to have a profound affect on the ability of health organisations to sustain and grow the services they offer. These slides provide a brief overview of elements of the market development process, as tailored to existing and potential healthcare providers.

1. Addressing health market challenges – the customer lifecycle The customer lifecycle extends from initial awareness and contact, through to those customer relationships which are at risk, or have already lapsed. customers

2. Competitor Analysis Market Intelligence Market Segmentation Engagement Strategy Addressing health market challenges – the market environment In the health sector, organisations are now charting a complex and changing environment “Any willing provider” Existing and new trusts Private sector UK Private sector internationally Third sector Statutory changes Regulatory changes Supply-side drivers Demand-side drivers Pathways Services Commissioners Patients Stakeholders Channels Positioning Messaging

3. Pricing Strategy Addressing health market challenges – customer needs and behaviours To do this involves identifying current and future customer experiences, needs and behaviours whilst developing credible and costed plans to support these. Customer Journey Mapping CRM Strategy Total cost to serve Revenue income Pricing models Customer Segmentation Commissioning lifecycle & touch-points Patient journey & touch-points The customer experience Measuring customer satisfaction People, process and system influencers Managing prospects Managing campaigns Managing client relationships Managing transactional processing Identifying current customer groupings Understanding customer value Understanding group behaviours Prioritising high-value customers Growing lower-value customers Addressing flight risks

4. Competitor Analysis Market Intelligence Market Segmentation Engagement Strategy Pricing Strategy Addressing health market challenges Ultimately, this means bringing together understanding of customers and markets to help sustain and grow. Customer Journey Mapping CRM Strategy Customer Segmentation

5. Pricing Strategy Market Intelligence Data Visualisation Delivery Development Private Public key support offerings Market Development Business Intelligence Business Solutions Customer Segmentation Performance Optimisation Customer Journey Mapping Design Prototyping

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