The Patient Experience Trifecta: Ignite the Passion, Change the Experience, Tell Your Story


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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.

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  • The items in the first column are KEY DRIVERS of workforce commitment (used synonymously with employee engagement), with the top item being most important. Domains are Morehead terms: Employee, Organization, or ManagerTop Decile 2011 is the score of Morehead’s top-performing organizations. The green highlighted column shows the Top Performers’ DIFFERENCE from the National Healthcare Average score for each item in the same year.
  • Top-Performing organizations (top-decile in employee engagement scores) have employees who score SIGNIFICANTLY higher on the six workforce commitment items.
  • This depiction of the digital marketing landscape was shown at a Buddy Media event marking the launch of the social marketing software agency's new suite of measurement tools.You can click to enlarge it, but that won't make it look any simpler.Bonus points for reader Ryan, who realized Pinterest isn't on there.Read more:
  • The Patient Experience Trifecta: Ignite the Passion, Change the Experience, Tell Your Story

    1. 1. The Experience is the Marketing
    2. 2. The Patient Experience Trifecta: Ignite the Passion Change the Experience Tell Your Story Anthony Cirillo, FACHE, ABC 877-278-8791
    3. 3.  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
    4. 4. WOM
    5. 5. Prevention / Keller Fay Group Boomer Women
    6. 6. “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
    7. 7. = 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
    8. 8. WOW
    9. 9. “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)?”
    10. 10. + What’s Your Job?
    11. 11. 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
    12. 12. 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
    13. 13. Naughty or Nice
    14. 14. $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)
    15. 15. Happy brains improve business, education and health outcomes. Shawn Achor Good Think, Inc. Word of Mouth
    16. 16. 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
    17. 17. CXO
    18. 18. Chief Context Setter
    19. 19. Chief Healing Officer
    20. 20. Chief Promise Keeper
    21. 21. Tell Your Story
    22. 22. <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
    23. 23. Engage People
    24. 24. Create Social Currency
    25. 25. Create Triggers
    26. 26. Make Something Private Public
    27. 27. Provide Practical Value Subscribe at :
    28. 28. Give Something Away
    29. 29. Create Community
    30. 30. Cause Marketing
    31. 31. 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
    32. 32. Net-Promoter Score Will You Recommend Us to Others?
    33. 33. Anthony Cirillo, FACHE, ABC Healthcare and Aging Expert Twitter @anthonycirillo