The document provides an overview of using experience mapping to inform marketing efforts at MD Anderson Cancer Center. It discusses marketing's role in focusing on the customer experience and differentiating the institution. It then describes how MD Anderson used experience mapping to gain insights from patients to improve specific clinical areas like the gynecology clinic and pediatric proton therapy center. Experience mapping involved interviewing patients, physicians, and staff to map out the patient journey and identify opportunities. This led to targeted actions plans and measurable results, including increased online traffic, self-referrals, and donations. Tools are also presented for implementing experience mapping, such as developing study materials, recruiting patients, analyzing data, and facilitating action planning workshops.
The Future of Social Media Monitoring - Concrete case studies and step by s...Marcus Tewksbury
Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!
The Mezzanine Group Improving Decisions With The Power Of Interview Research ...Milena (Nazaruk) Doroszuk
Interview research remains one of the most important – and often underutilized – ways for B2B companies and organizations to generate irreplaceable insights to guide critical decisions. A deep understanding of what customers, buyers, users, members, competitors, suppliers, influencers, and other decision-makers think can drive strategy, refine tactics, and improve overall performance. Even in the age of Big Data, qualitative interview research should remain an integral part of any research program.
Social Influence Marketing: A guide to online marketing for start-ups and ent...Zach Supalla
This presentation describes our approach to online marketing for Hex Goods, an e-commerce retailer for designer goods. We designed a series of marketing campaigns using tools like Google AdWords, Facebook Ads, Twitter, affiliate programs, and blog campaigns. This presentation documents the approach, the results, and our learnings from the process.
The Future of Social Media Monitoring - Concrete case studies and step by s...Marcus Tewksbury
Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!
The Mezzanine Group Improving Decisions With The Power Of Interview Research ...Milena (Nazaruk) Doroszuk
Interview research remains one of the most important – and often underutilized – ways for B2B companies and organizations to generate irreplaceable insights to guide critical decisions. A deep understanding of what customers, buyers, users, members, competitors, suppliers, influencers, and other decision-makers think can drive strategy, refine tactics, and improve overall performance. Even in the age of Big Data, qualitative interview research should remain an integral part of any research program.
Social Influence Marketing: A guide to online marketing for start-ups and ent...Zach Supalla
This presentation describes our approach to online marketing for Hex Goods, an e-commerce retailer for designer goods. We designed a series of marketing campaigns using tools like Google AdWords, Facebook Ads, Twitter, affiliate programs, and blog campaigns. This presentation documents the approach, the results, and our learnings from the process.
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...Akio
European communication Summit - Spotter Conference - How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy? - Brussels, 4 & 5 July 2012.
http://spotter.com/
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Ruben Overkemping of Avanade, and discussed How to create customer value in the multi-channel world.
Contact strategy boosts response and limits opt-outHanson Wade
The diminishing effectiveness of ongoing conference marketing activities lead a well known IT conference producer to adopt an analytics-lead approach to data segmentation and sourcing. Conversion rates rose whilst costs and opt-outs fell, ensuring the ongoing value of the marketing database.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
Black Pearl Intelligence is designed to empower you and your team to harvest, understand, prioritize and leverage business intelligence on consumer and industry perceptions of your brand, your product, the marketplace and your competitors.
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
Incorporating Social Media and Customer Service: How to Develop a Strategy
Blake Cahill: SVP of Marketing, Visible Technologies
Mary Naylor, VIPdesk
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social media plan
Tools to use
Measurement of success
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...Akio
European communication Summit - Spotter Conference - How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy? - Brussels, 4 & 5 July 2012.
http://spotter.com/
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Ruben Overkemping of Avanade, and discussed How to create customer value in the multi-channel world.
Contact strategy boosts response and limits opt-outHanson Wade
The diminishing effectiveness of ongoing conference marketing activities lead a well known IT conference producer to adopt an analytics-lead approach to data segmentation and sourcing. Conversion rates rose whilst costs and opt-outs fell, ensuring the ongoing value of the marketing database.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
Black Pearl Intelligence is designed to empower you and your team to harvest, understand, prioritize and leverage business intelligence on consumer and industry perceptions of your brand, your product, the marketplace and your competitors.
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
Incorporating Social Media and Customer Service: How to Develop a Strategy
Blake Cahill: SVP of Marketing, Visible Technologies
Mary Naylor, VIPdesk
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social media plan
Tools to use
Measurement of success
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
The Gainsight/Sprinklr Feedback Loop of Epic SuccessGainsight
Is Gainsight really the best Customer Success software? Or do our users just love us so much that it seems like it?
In the latest G2 Crowd Grid for Customer Success software, Gainsight was ranked as The Leader in the space based on user reviews from customers including Sprinklr. Positive reviews on G2 Crowd and TrustRadius don’t happen by accident. The most successful companies don’t passively hope their customers advocate publicly for their vendors. They make it happen.
Lukas Quanstrom, AVP of Strategic Alliances with Sprinklr, and Ganesh Subramanian, Director of Product Marketing with Gainsight, will explain how to operationalize positive, predictable advocacy in this webinar.
The Gainsight/Sprinklr Feedback Loop of Epic SuccessGainsight
In the latest G2 Crowd Grid for Customer Success software, Gainsight was ranked as The Leader in the space based on user reviews from customers including Sprinklr. Positive reviews on G2 Crowd and TrustRadius don’t happen by accident. The most successful companies don’t passively hope their customers advocate publicly for their vendors. They make it happen.
Taking your program global will increase the depth and breadth of your reference offerings, and will accelerate the sales cycle by influencing customers through the use of relevant third-party validation.
Five keys to extending your reach:
Understand the business etiquette.
Understand the culture.
Understand the importance of group and social hierarchies.
Build strong business relationships
Comply with regional privacy laws.
John Isitt, Resonant Media
Changing the game: positioning your charity to succeed in the new health service market conference
www.charitycomms.org.uk/events
Predicting Customer Behavior - An Introduction to iSkyiSky
iSky helps companies and brand owners predict customer behavior.
Our industry experts and research specialists design fully-integrated customer engagement programs to capture the motives behind customer behavior, and analyze the financial implications of this behavior on brand health and enterprise profitability. Our solutions are designed to support customer acquisition and retention initiatives and impact brand strategy.
For almost 30 years Comstat has set the standard in virtually every branch of corporate communications in Puerto Rico, covering the gamut from reputation and crisis management to media and public relations. This is why top-tier clients from myriad industries look to Comstat for strategic thinking and tactical implementation. As a division of Badillo Nazca Saatchi & Saatchi, member of the Publicis Groupe global communications network, Comstat is committed to driving results in the conversation economy.
Our mission at The Faction Agency is to amplify every client's business objectives—from market share gains to increased sales revenue—with powerful brand equity.
Our commitment to achieving a new standard of excellence with every client sets our business apart. It's what keeps us tapped into what’s going on in today’s technology-driven markets so we can help our clients influence what comes next to achieve real and lasting success.
Physician schedule optimization model - Endeavor AnalyticsEndeavor Management
How can you meet organizational revenue needs while addressing physician preferences? In this presentation, we review our approach to creating an physician schedule optimization model that assembles and predicts the impact of schedule changes on patient revenue against a series of constraints and variables.
It's like a dating site to match physicians and consumers.
In this presentation, our approach to patient volume modeling is reviewed. This model is used for marketing and operations strategic decision making.
As hospitals and healthcare systems are trying to increase commercial revenue (non-government funded) to sustainable profitability, many are unable to address this problem strategically due to data dispersion and the analytical model required to establish cause and effect relationships. Endeavor Analytics’ digital tool assembles, models and predicts the impact of market changes, marketing and operational activities on all-payer patient volumes.
In this white paper, we review the critical success factors for maintaining a highly successful contact center, ensuring each interaction enchants callers to schedule appointments, participate in fund raising events and refer patients.
Avoid PRM failures by avoiding ensuring it's not simply a repository for documenting simple tasks. PRM failures occur when the IT solutions only serves to document activities instead of serving to streamline the physician experience.
2017 digital engagement webinar marketing360 - gelb consultingEndeavor Management
This presentation highlights things every healthcare marketer should know about how to measure healthcare marketing ROI, how to design a healthcare marketing dashboard the right way, and what’s possible in today’s digital age.
Managing a trusted brand in the oil & gas industry requires a variety of tools for understanding and successful implementation. This document outlines various Endeavor Management capabilities such as Brand Trust Measurement, Message Mapping, Sales Training and Culture Design.
Client's experiences with behavioral health services are shaped by all of their interactions with us, across the continuum of care. While we can assume what our clients want, need and experience in receiving services from us, it is valuable to use their direct feedback to understand their functional (what we do) and emotional (how we do it) needs throughout their experience. In this webinar conducted with Sovereign Health, we discuss the foundations of customer experience management, provide examples of tools and resources that you can use to understand client's experiences and address opportunities for improvement, and discuss a variety of implications in behavioral health settings.
How do you operationalize a culture and strengthen employee trust? Gelb's experience mapping frameworks can be used to effectively examine the holistic employee experience and create advocates out of your teams!
Ever had this nagging feeling you just weren't sure why a physician referred his or her patients to a competitor over you? You have the advanced technology, latest clinical trials, and maybe even a top-notch team of liaisons. Outside of insurance, there are many other functional and emotional factors affecting physician referral behaviors. Most of these can be indicated by leakage reports, but these don't explain the WHY behind them.
In this presentation, given with St. Jude Children's Research Hospital, we explore the combined use of experience map and decision factors research to get at the heart of the issue...which ultimately drives clinical volume.
How to apply speed dating techniques to persona developmentEndeavor Management
We had the privilege of leading this workshop recently along with SG2 and Roswell Park during the Annual PAMN Conference. This presentation outlines the importance and application of segments and templates you can use to accelerate your customer insight development. Personas are used to inform strategic decisions by putting the customer in the room. Learn how this technique can be used for your initiatives related to brand/marketing management, customer experience, and product/service innovation.
Strategic imperative digital transformation in capital projectsEndeavor Management
Radical changes to megaproject delivery will bring first adopters a distinct competitive edge, while writing the epitaph of those who stay stuck in legacy ineffective practices. Whether you are an operating asset owner or an EPC, you are confronted with reinventing the core of your capital projects delivery through digital solutions. Such strategic transformation requires holistic change that focuses not only on installation of a new software application, but also on people and work processes to achieve a sustained, culturally intrinsic result from new technology .
2017 Physician Strategies Webinar Series - Physician Relations StructureEndeavor Management
Acquire insight into how to develop a more strategic and operational approach that can grow your organization’s physician referral base in a continually evolving accountable care environment.
This white paper discusses physicians’ medical training and its relationship to effective leadership qualities, and demonstrates how the soft skills associated with emotional intelligence are essential in guiding physicians in the practice of leadership.
Why is physician engagement strategically important? How can you design a strategy that is laser-focused on increasing clinical demand by ensuring your medical staff is aligned?
This presentation highlights key data, a framework for focusing your efforts with an aim statement and developing a programmatic approach to physician engagement.
Why is physician engagement strategically important? How can you design a strategy that is laser-focused on increasing clinical demand by ensuring your medical staff is aligned?
This presentation highlights key data, a framework for focusing your efforts with an aim statement and developing a programmatic approach to physician engagement.
Traditionally development of digital tools was solely an IT initiative, but today it is a customer-needs driven initiative. Digital experiences are often times the first impression that potential customers have of you, and the first tools they turn to when they have questions or needs throughout their journey.
Best practices for developing digital tools exist, and it is common to partner with an advertising or web development agency for this purpose. However, each market and healthcare brand are unique, necessitating the inclusion of voice of the customer insight to ensure that digital tools are being built around the real (not just assumed) needs and priorities of users. So how can marketing and digital teams engage users in order to develop the digital strategy and deliver the ideal digital experience? In this paper, we present a proven process and research-based tools for obtaining direct user feedback about digital needs, preferences, and priorities.
Hiring an experienced, trusted advisor can be the difference between success and failure. That’s why the members of our Healthcare Expert Advisory Group have been there, done that.
Our Healthcare Expert Advisory Group members have served as system leaders, successfully designing and implementing strategic solutions to healthcare’s ever-changing challenges. We’ve been in your shoes and understand the intricacies of the most complex organizations. Our team has overseen, from the inside, how strategy is designed and successfully implemented. Whether you’re looking for operational excellence, strategic planning, financial strategy, or leadership development, our experts have the experience and expertise to help you achieve results.
Physicians are rapidly adopting social media tools such as Twitter and LinkedIn as part of their approach to keeping up to date with the latest developments in healthcare. As the use of these digital tools becomes increasingly commonplace and mobile apps gain acceptance for supporting healthcare interactions, the physician liaison team can leverage digital tools and social media to improve the efficiency and effectiveness of the delivery of information. Digital tools can serve as a pathway to providing easier and more direct access to information and tools that help to strengthen relationships with referring doctors and their practice staff.
In this paper, we present a best practices from around the country in using digital tools to connect with referring physicians. When used appropriately, digital tools can configured and applied to improve relationships, grow referral volumes, and increase the efficiency and effectiveness of your physician liaisons.
ARTIFICIAL INTELLIGENCE IN HEALTHCARE.pdfAnujkumaranit
Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. It encompasses tasks such as learning, reasoning, problem-solving, perception, and language understanding. AI technologies are revolutionizing various fields, from healthcare to finance, by enabling machines to perform tasks that typically require human intelligence.
Couples presenting to the infertility clinic- Do they really have infertility...Sujoy Dasgupta
Dr Sujoy Dasgupta presented the study on "Couples presenting to the infertility clinic- Do they really have infertility? – The unexplored stories of non-consummation" in the 13th Congress of the Asia Pacific Initiative on Reproduction (ASPIRE 2024) at Manila on 24 May, 2024.
Knee anatomy and clinical tests 2024.pdfvimalpl1234
This includes all relevant anatomy and clinical tests compiled from standard textbooks, Campbell,netter etc..It is comprehensive and best suited for orthopaedicians and orthopaedic residents.
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
The prostate is an exocrine gland of the male mammalian reproductive system
It is a walnut-sized gland that forms part of the male reproductive system and is located in front of the rectum and just below the urinary bladder
Function is to store and secrete a clear, slightly alkaline fluid that constitutes 10-30% of the volume of the seminal fluid that along with the spermatozoa, constitutes semen
A healthy human prostate measures (4cm-vertical, by 3cm-horizontal, 2cm ant-post ).
It surrounds the urethra just below the urinary bladder. It has anterior, median, posterior and two lateral lobes
It’s work is regulated by androgens which are responsible for male sex characteristics
Generalised disease of the prostate due to hormonal derangement which leads to non malignant enlargement of the gland (increase in the number of epithelial cells and stromal tissue)to cause compression of the urethra leading to symptoms (LUTS
Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
Pulmonary Thromboembolism - etilogy, types, medical- Surgical and nursing man...VarunMahajani
Disruption of blood supply to lung alveoli due to blockage of one or more pulmonary blood vessels is called as Pulmonary thromboembolism. In this presentation we will discuss its causes, types and its management in depth.
Prix Galien International 2024 Forum ProgramLevi Shapiro
June 20, 2024, Prix Galien International and Jerusalem Ethics Forum in ROME. Detailed agenda including panels:
- ADVANCES IN CARDIOLOGY: A NEW PARADIGM IS COMING
- WOMEN’S HEALTH: FERTILITY PRESERVATION
- WHAT’S NEW IN THE TREATMENT OF INFECTIOUS,
ONCOLOGICAL AND INFLAMMATORY SKIN DISEASES?
- ARTIFICIAL INTELLIGENCE AND ETHICS
- GENE THERAPY
- BEYOND BORDERS: GLOBAL INITIATIVES FOR DEMOCRATIZING LIFE SCIENCE TECHNOLOGIES AND PROMOTING ACCESS TO HEALTHCARE
- ETHICAL CHALLENGES IN LIFE SCIENCES
- Prix Galien International Awards Ceremony
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2. Agenda
• Marketing’s Role
• Overview of Experience Mapping
• MD Anderson case study
• Tools for Implementation
3. Purpose
• Marketing must differentiate itself from others while
focusing on the customer and areas of growth
• They also must demonstrate value by illustrating what
activities and strategies improve ROI
• Ultimately, making advocates out of patients, families
and referring physicians is the most cost-effective means
to achieving marketing goals
4. Healthcare is Different
• Patients are not choosing to be patients
like they choose other services
• Yet, patients have less information about
health services despite its high
importance
• And patients actually “stay” overnight for
the service, a unique hybrid
• Consequently, there is a tremendous
emphasis placed on trust in the
organizations and with people they
interact
6. Our mission
is to
eliminate
cancer in
Texas, the
nation, and
the world
Making Cancer History
Patient Care - Research - Education
7. Marketing at MD Anderson
• Financial ROI • Market intelligence
• Campaign effectiveness • Trends, data, competitive tracking
• Project management & • Business planning support
metrics Enhance
Measure Business
Success Decisions
Global
leader Develop
• Demand generation Manage in cancer and
• Global partnerships
for institutional Growth Manage • Brand management
priorities the Brand • Sponsorships
• Service line marketing • Brand advertising
Understand
the Customer
• Customer, community research
• Voice of the patient
• Customer experience 7
8. Linking Strategy and Measurement
Next Steps- Conversions & Brand Tracking: Voice of the Customer:
Campaign impact is tracked monthly and Experience Mapping
measured after one year to ensure interviews to capture patient
messages are resonating stories and insight
Message Map:
Message mapping
Creative Production and
workshop is conducted
Placement:
based on brand
Final creative is developed
research and
(print, television, radio and
stakeholder meetings
online ads) and placed within
targeted media channels
Refinement:
Key positioning statements and
support points are developed
and are tested within focus
Validation: groups
The rough creative is tested
again in focus groups or
online concept testing Message Testing:
surveys Qualitative findings help to develop
key messages/support points which
Creative Brief & Development: are tested quantitatively (online
The messages with the most potential are surveys)
integrated into a creative brief, and
creative concepts are developed
8
9. Making Experience Mapping a Standard
• Conducted prior to every marketing campaign
– 2-3 clinics and initiatives per year
– Insight into patients as well as potential operational issues
– Positions Marketing as a strategic partner vs order taker
• Link to Campaigns
– Opportunity to identify compelling patient stories
– Defines marketing messages and differentiators to highlight
• Insight Dashboard
– Insights are easily searched and shared
10. “Your premium brand had better
be delivering something special,
or it's not going to get the
business.”
Warren Buffett
EXPERIENCE
MAPPING
11. Experience Management
• Aligns with the brand – you set expectations at every interaction
(from when they conduct research on your Web site, call to make an
appointment, or visit your facility for the first time)
• Creates meaning – staff provides and patients walk away with a
lasting impression (good or bad)
• Aims to provide superior value – you need to attract market share
• Is deliberate – this is most important!
• Drives profitable growth – it’s always easier to create an advocate
out of an existing patient than convince others
12. The Patient Experience is Holistic
“Organizations that simply tweak
design elements or focus on the
customer experience in isolated
parts of their business will be
disappointed in the results.”
Leonard Berry, Ph.D., Texas A&M University,
Author, Discovering the Soul of Service and
Management Lessons from Mayo Clinic
13. The Importance of Touchpoints
• A touchpoint is the interaction between your
hospital and those you serve; this is how customers
recognize your promise
• Like a door enables one to access a room or
building, a touchpoint enables customers to access
an organization - but it’s hard to manage them all,
so you need to make some trade-offs
• For example…
– Does the messaging and promise of your marketing materials match up to
the experience you provide?
– How easy is it for patients to get in touch with the right person to schedule
an appointment or ask a question about follow-up care?
– Which aspects of your facility do patients find to be impressive, and which
aspects cause frustration? (parking, waiting areas, inpatient rooms, etc.)
15. Insights and Action
• Experience Mapping is an in-depth qualitative research technique that utilizes
a visual cue (the experience map) to help patients, family members, and/or
referring physicians recall specific episodes in their journey
• This technique allows us to assess the customer’s entire experience, rather
than one encounter
– Expectations prior to their first encounter with you
– Multiple activities throughout their journey (e.g., parking, check-in, exams, follow-up)
– Multiple touchpoints, or ways in which they interact with you (e.g., materials,
conversations, website)
– Recognizes changes in attitudes, if any, throughout their experience
• The experience map provides a framework for action:
– Each step has experience stewards (e.g., nursing, auxiliary) who are responsible for
delivery
– Every steward can appreciate the relationship of their actions to the remainder of the
patient journey
– Interactions or “touchpoints” are categorized at each step
16. What Do You Know?
• Review existing patient source and utilization
information. This includes, but is not limited to:
– Call center statistics
– Secret shopping reports
– Patient satisfaction data
– Physician satisfaction data
– Time and motion studies
– Utilization stats
– Focus groups
– Etc…
• Important to synthesize
• What is the data telling you?
• If you could change 3 things tomorrow for
greatest impact, what would they be?
17. How Do Patients Describe the Experience?
• On-site interviews are ideal in that they
provide visual cues for recall
• Phone interviews are useful for
providing feedback after the patient’s
journey has been completed or when
the patient does not live close to the
healthcare facility
• Interviews with different patient groups
reveal unique needs
• Reflect other key metrics (like HCAHPS)
• A composite view of the total patient
experience is attained
18. What Do THEY See?
Uncomfortable beds
Too Busy?
Curtains that don’t close
Children’s wing that is not child-friendly
19. Don’t Forget the Front Line!
• Conduct small group
interviews with front-line,
auxiliary, nursing, and
clinical teams
• Elicit their feedback on
barriers inhibiting their
ability to deliver the ideal
experience
• Gain their support for
change from the beginning
20. And Other Stakeholders
• Physicians’ offices are a key
touchpoint in setting expectations
for patients and families
• Conduct interviews with
physicians and their office staff to
understand referral motivations
• Determine the communications
given to patients prior to their visit
21. Building Empathy
• Review each step
• Use audio/video clips
• Share information
using a narrative
tone
• What would the
patient say if he/she
was in the room?
22. Translating Insight into Action
• Maintain momentum for action
planning and improvement
• A platform to:
– Motivate stakeholders to take
ownership of this vision
– Communicate your vision for
the ideal experience
– Develop an action plan for
sustained success
23. Workshop Discussion Areas
Review for each step
• In what areas can we deliver
an exceptional experience?
Need (decision)
• What are ways to surprise
our guests that we currently Scheduling
do not do?
Arrival (first visit)
• What should be done more
consistently that should be
reinforced? Treatment
• What are the expected Follow Up
behaviors that we currently
do not deliver consistently?
24. Workshop Activity
• Develop an action plan for success by reviewing
recommendations and assessing their feasibility
• What are alternatives to recommendations if the ones offered
are not feasible?
• What resources are needed to implement recommendations?
Needed Resources
Recommendation Feasibility Alternative
for implementation
Review the current website to
□ Yes
identify ways to customize images □ No
and messaging to patients
26
25. Observations
• Staff participation is critical to transform the bad to good:
– “I waited all day and had so many appointments”
– “It was coordinated so well that I got everything done on one
day”
• Remember that functional needs are different from
emotional needs –
– You are giving them information
– But do they feel like you really care about them?
• Link to your lean process once you define the ideal
26. “Your most unhappy customers
are your greatest source of
learning.”
Bill Gates
CASE STUDY
27. Campaign Objectives
• Reinforce MD Anderson’s brand image and increase
consumer awareness
– Increase brand presence in competitive market
– Bust myths and misperceptions about obtaining care at M. D. Anderson
– Continuation of “Making Cancer History®” brand advertising
• Support institutional business goals
– Demand generation for featured clinical areas and key technology
29
28. Case Study- Gyn Clinic
Experience Mapping revealed high and moderate performing phases
Phase Performance Summary
High levels of patient satisfaction, as community physicians recommend their
Need patients seek care from MD Anderson. Little online research is conducted upfront,
preferring to reinforce the referral with advice from family and friends.
Scheduling tasks are often handled by the referring physician or their office.
Appointments are secured quickly, much to the relief of anxious patients, and
Scheduling helpful information is mailed to them. Trouble occurs when patients try to contact
the center with scheduling issues for subsequent visits. Patients who utilize
MyMDAnderson (patient portal) report higher levels of satisfaction.
Patients were impressed with the appearance of the facilities and amenities. Their
First Visit only complaint centered upon long waits they must endure prior to their
appointments.
Patients are treated well by staff and faculty but they do report issues post-
Treatment treatment, many because of pre-existing conditions. There is also opportunity for
improving communication during the inpatient stay.
Patients felt well informed, educated and are comfortable returning home.
Follow-Up However, very few take advantage of tools such as support services, which could
be crucial to a smoother recovery.
High performance Moderate performance Low performance
29. The Gyn clinic recognized the importance of
delivering information at specific touchpoints
Action Plan: myMDAnderson Registrations
Patients have a difficult time getting through on the phone after the first
appointment. Those who utilize myMDAnderson did not report as many issues
• Orient both the clinic and inpatient staff to sign up patients for myMDAnderson and
encourage patients to sign up so they know about follow up and other appointments.
– Presented Customer Insight to key inpatient leadership and staff in a brainstorming session
– Upon new patient registration each patient is asked for their email address and signed up for
myMDAnderson, clinic reports 90% of new patients are registered
– Enhanced signage for myMDAnderson in the waiting area outside the Gyn Center
Action Plan: Follow-Up Communications
Ensure patients remain connected to the clinic and institution after treatment ends
• Create a community of uterine cancer survivors that will assist in program
growth and support.
– Sent out group emails to patients using myMDAnderson. Maintained the connection to
patients, even when they live far away.
31. Measurable Results
• Campaign Conversions
– Online self-referrals completed
– Call center volume
– Donations received online
– "Tell Us Your Story" submissions
Visitors were
provided an
opportunity to share
their stories, make a
contribution, or
complete a self-
referral to become a
patient
33
32. Using the Framework to Show Results
Advertising Awareness Interest Choice Advocacy
Television Houston Call center More than 800 $500,000+
Radio 3% lift to 86% volume online self- online donations
Online increased 31% referrals after received from
Print Nationally no online ad individuals
Sponsorships change 19,000 Microsite exposure exposed to the
visits per month campaign
Significant
600% increase increase in Average of 5
in online traffic patient volume, "Tell Us Your
from last institution met Story" online
campaign business goals submissions per
month
Visitors from all All featured
states in US service lines
increased in
patient volume
33. Case Study- Pediatric Proton Therapy
Phase Performance Summary
Parents are desperate to find alternative treatment for their children and conduct their own
Need research or learn from family/friends about proton therapy treatment. It is sometimes
mentioned by their local doctor.
Local physicians/oncologists rarely refer to a specific hospital and instead mention various
centers that offer proton therapy treatment. Some mention MD Anderson’s Proton Therapy
Scheduling
Center and the hospital’s reputation, expertise. PTC is quick to respond and is closer for
most, which helps make it an easy choice.
Simulation helps relieve parents’ anxiety and parents are warmed by the staff’s optimism and
Arrival reassured by the facilities’ state of the art, clean appearance. Questions are answered,
further relieving anxiety.
While simulation alleviates some stress for parents – the anxiety persists. But staff is good at
reiterating steps and explaining. Waiting area, however, is a bit frustrating for some as
Treatment
several things exacerbate an already difficult time for children including others eating, adult
patient emergencies and longer waits when mechanical breakdowns occur.
Parents are confident in going home to care for their children and usually have follow-up plan
in place which they tend to handle from long distance via their local physician or oncologist.
Follow Up
They express regret in not being able to continue some kind of continued connection with
PTC as experience was such a positive one.
High performance Moderate performance Low performance 35
34. Impact Beyond Marketing
versus
Pediatric Patient Adult Patient
Needs Needs
–Toys, children’s television shows –Reading materials
and other entertainment –Peace and quiet
–Story time and play time with child –Access to other adult
life specialist patients
–No food –Internet access
–Reading materials for parents
–Access to other parents of other
pediatric patients
36
39. “A brand for a company is like a reputation
for a person. You earn reputation by trying
to do hard things well.”
Jeff Bezos
TOOLS FOR
IMPLEMENTATION
40. Getting Started
• Project initiation
– A kick-off meeting, led by Gelb Consulting and Marketing teams, is held to review the Experience Mapping
process and discuss the project plan
– Gelb reviews the typical patient experience, current care center materials and state of the clinic/sensitivity
• Project planning
– MD Anderson teams determine interview screening criteria (patient growth areas, clinical trial participants, etc.)
– Care Center develops patient lists for sample recruitment, and provides optimal interview times for both
patients/employees
– Care Center staff will reserve clinic areas for in-person interviews, if applicable
• Development of study materials
– Gelb creates recruiting script(s) and discussion guide(s) for Care Center review and approval
• Recruiting
– Care Center identifies support staff to contact patients and schedule interviews using a scheduling template,
provided by Gelb
• Data collection
– Gelb conducts all interviews (in-clinic or by phone)
– Once data has been collected, the Care Center provides Gelb demographic information of the patients interviewed
• Analyze and present results
– Gelb compiles a presentation-style report highlighting conclusions from all sources, and presents this on-site to
the Care Center
• Action planning workshops
– Workshops with front-line staff and physicians to form operational and service results
41. Lessons Learned
• Support and buy-in from the entire care team is necessary – patients must feel
comfortable with your presence on-site
• During recruiting, staff support is crucial – patient participation is more likely if the
initial request for an interview comes from staff
• Rely on the care team to help determine who the “right” patients are for the process –
what does their typical patient “look” like? What kind of patients would they like to
attract? Which patients are having experiences that could be improved upon and
better promoted?
• Plan the key messages that you want to communicate to patients and referring
physicians and repeat those key messages throughout their experience - it may seem
redundant to you, but it’s not to them
• Patients require multiple methods of learning
– Spoken to emphasize
– Written to reinforce
– Digital to recall
42. Cecelia Kenneally John McKeever
MD Anderson Cancer Center Gelb Consulting Group, Inc.
1515 Holcombe Blvd 1011 Highway 6 South, Suite 120
Houston, TX 77030 Houston, TX 77077
CKenneally@mdanderson.org jmckeever@gelbconsulting.com
www.mdanderson.org www.gelbconsulting.com