Word of mouth (WOM) is a healthcare provider’s most strategic marketing weapon. In its simplest form, word of mouth is nothing more than offering incredible experiences (the WOW) that people talk about. There is a lot of talk about commitment to patient experience, yet translating that to action is sporadic and typically not sustained. And when it happens it typically is in silos. In this session, we will first make the association between word of mouth and patient experiences. Research showing the tie between top-performing hospitals and employees who are engaged in the mission will be shared along with a systemic approach to patient experience management. As you start to realize what is at stake by getting experience management wrong, you build the case for the need for a Chief Experience Officer (CXO) to get it right. Three roles for that position will then be covered. Once you start to change experiences, you will want to tell your story. How to tell your story and then spread it through five strategies that mainstream companies like Starbucks use to identify and deploy customer ambassadors / crusaders will be shared with both offline and online strategies.   Learning Objectives: 1. Define word of mouth marketing and its tie to patient experience. 2. Learn why patient experience approaches have failed to date. 3. Consider a new approach to experience management that is systemic and holistic. 4. Define the roles and the reasons for a Chief Experience Officer. 5. Use and apply “crusader” marketer characteristics to tell your story and spread your story. About the Presenter: Anthony Cirillo, FACHE, ABC, is an international consultant and thought leader that helps leaders connect the dots that spark healthcare movements. President of Fast Forward Consulting, which specializes in patient experience management and strategic marketing, he is a Fellow of the American College of Healthcare Executives and an Accredited Business Communicator of the International Association of Business Communicators. His article, The Chief Experience Officer was one impetus behind the Cleveland Clinic’s initiative to start an office of patient experience. He works with hospitals and organizations across the aging continuum helping them to authentically create exceptional experiences for their staff and patients and then crafting the marketing strategy that helps them tell their story.

2. The Experience is the Marketing

3. The Patient Experience
Trifecta:
Ignite the Passion
Change the Experience
Tell Your Story
Anthony Cirillo, FACHE, ABC
cirillo@4wardfast.com
877-278-8791

4.  Word of Mouth
 It’s About the Experience
 Why Experience Mgt. Has Failed
 It Starts with Employees
 The Case for the Chief Experience Officer
 Tell and Spread Your Story
 Q&A
 Wrap
Agenda

5. WOM

7. Prevention / Keller Fay Group
Boomer Women

8. “In many cases, WOM isn't actually "marketing" at all. It's
great customer service that earns customer respect.”
Andy Sernovitz,
CEO, Word of Mouth Marketing Association
Word of Mouth

9. = 2 cents a cup
= 20 cents a cup
= $1cup
= $3 - $5 a cup
The Experience Economy –
B. Joseph Pine II, James Gilmore
The Value of Experiences

11. WOW

15. “So, if you die in a long term care facility
without following the operational
guidelines, do they make you die all over
again (correctly this time)?”

16. +
What’s Your Job?

20. Difference
from:
KEY DRIVERS of Workforce Commitment (in
order of influence) Domain
Top
Decile
2011
Nat'l HC
Avg
Top
Decile
2010
I feel like I belong in this organization. EMP 4.31 +.24 +.04
This organization provides high-quality care and
service.
ORG 4.53 +.22 +.02
I like the work I do. EMP 4.58 +.09 +.05
My job makes good use of my skills and abilities. EMP 4.27 +.11 -.01
This organization conducts business in an ethical
manner.
ORG 4.36 +.19 .00
This organization treats employees with respect. ORG 4.17 +.22 -.02
My pay is fair compared to other healthcare
employers in the area.
ORG 3.56 +.17 -.06
I have confidence in senior management’s
leadership.
ORG 4.01 +.19 -.04
Patient safety is a priority in this organization. ORG 4.61 +.14 +.05
This organization supports me in balancing my
work and personal life.
ORG 3.99 +.14 -.02
Key Drivers for Top Organizations

21. Difference from:
Workforce Commitment Item
Top
Decile
2011
Nat’l HC
Avg
Top
Decile
2010
I would recommend this organization to family
and friends who need care.
4.59 +.26 +.03
I am proud to tell people I work for this
organization.
4.58 +.24 +.01
I would like to be working at this organization
three years from now.
4.49 +.23 +.05
I would recommend this organization as a good
place to work.
4.45 +.28 +.01
Overall, I am a satisfied employee. 4.29 +.23 +.01
I would stay with this organization if offered a
similar job elsewhere for slightly higher pay.
3.90 +.18 -.01
Workforce Commitment for Top Organizations

23. Naughty or Nice

24. $71,000,000
10,000 Employee Organization with 50%
having one episode a year.
Naughty or Nice
The Cost of Bad Behavior:
How Incivility Is Damaging
Your Business and What to
Do About It Christine
Pearson (Author) , Christine
Porath (Author)

25. Happy brains improve business,
education
and health outcomes.
Shawn Achor
Good Think, Inc.
Word of Mouth

26. 1. Be Conscious
2. Honor Your Feelings
3. Co-Create What Works
4. Release Your Desire to Control Others
5. Learn Your Life Lessons
Five Principles of Happiness

29. CXO

30. Chief Context Setter

32. Chief Healing Officer

34. Chief Promise Keeper

35. Tell Your Story

36. <1990 1990s
Events
Direct Fax
Direct Mail
Telephone
1999 2000s 2012
TV
Radio
Print
Display
IM
Email
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
IM
Email
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
Mobile Email
SMS
IM
Email
Events
Direct Fax
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Email
Direct Fax
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs/ RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
Widgets
Twitter
Mobile Apps
Geolocation
Pinterest
Source: Jeffrey Rohrs

40. Engage People

41. Create Social Currency

43. Create Triggers

46. Make Something Private Public

47. Provide Practical Value
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www.4wardfast.com

48. Give Something Away

49. Create Community

50. Cause Marketing

52. 58% will always or often pay more for a better customer experience.
Saving just 8% of customers from attrition can add 20% to your profits.
Customer-centric companies were 60% more profitable, and two times
as likely to exceed return on shareholder equity.
A 2% increase in customer retention has the same effect on profits as
cutting costs 10%.
A 5% reduction in customer defection rate can increase profits 25 –
125%.
ROI of a Well-Managed Experience

53. Net-Promoter Score
Will You Recommend Us to Others?

54. Anthony Cirillo, FACHE, ABC
Healthcare and Aging Expert
cirillo@4wardfast.com
www.4wardfast.com
http://assistedliving.about.com
www.anthonycirillo.com
www.educatedaging.com
Twitter @anthonycirillo