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Slide 2 Turning Customers into Crusaders! Anthony Cirillo, FACHE, ABC www.4wardfast.com For the Missouri Health Care Association August 27, 2008 Slide 3 Slide 4 WOM Slide 5 Marketing Healthcare Those who need you / those who could care less Identifying and Leveraging Loyalists The Experience Monitoring the Environment Other Crusader Marketer Characteristics Intersecting Non-LTC Priorities Agenda Slide 6 Harvard and McKinsey says 2/3 economy influenced by word-of-mouth one word-of-mouth = 600 advertising exposures 71% prefer friend recommendation over advertising Slide 7 Slide 8 Slide 9 Slide 10 Chuck Nyren Author, Advertising to Baby Boomers Slide 11 Customer Crusaders (think Apple, Harley, Saturn) Buy your products and services Passionately recommend you Offer unsolicited feedback Come to your defense If theyre not a loyalist they could be a antagonist. Slide 12 Word of Mouth 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 Slide 13 = 2 cents a cup = 20 cents a cup = $1cup = $3 - $5 a cup The Experience Economy B. Joseph Pine II, James Gilmore Slide 14 Fred Lee If Disney Ran Your Hospital ACHE Book of the Year Patients judge their experience by the way they are treated as a person not by the way they are treated for their disease. Patients reserve their good word of mouth and loyalty for hospitals where they feel their needs were anticipated and met by a courteous caring staff. Deliver on the brand promise! Slide 15 Data Collection Auditing the Experience Monitoring the Environment Delivering a Great Experience Starts With Slide 16 Data Collection Slide 17 Open ended In-depth interviews Ethnographic Rigorous Ask questions that gauge influence level: Do you often recommend products to friends? Are you seen as an expert in some areas of knowledge by your friends? Mayo Slide 18 Slide 19 Slide 20 Crusader Characteristics Attends public meeting on town or school affairs Writes or calls a politician Serves on a local committee Officer of a club or service organization Attends rally, speech, protest Writes letter to the editor Makes speeches Works for a political party Runs for office Slide 21 Finding the Crusader Create a database of crusaders with detailed profiles who has a blog, a website, runs a discussion group, etc. Slide 22 MOT Slide 23 Slide 24 Every time your company touches a customer, they either become a little more, or a little less engaged but they never stay the same. John H. Fleming, Ph.D., and Jim Asplund Slide 25 Experience Audit Slide 26 CRM vs. CEM (Customer Experience Management) The development of high-level strategy that can drive a coordinated, cohesive organizational approach to managing customers. Slide 27 Chief Experience Officer Strategic Customer Management across enterprise Map the experience across the organization Contact points and moments of truth Slide 28 Slide 29 Slide 30 Whats Your Job + Slide 31 Slide 32 Branding Slide 33 CAHPS Slide 34 Mid-Columbia Medical Center, The Dalles, Oregon Slide 35 Slide 36 Inquiry Calling on the phone. Going to the web. Showing up unannounced. Referral source calls. Evaluation Visit CMS & state sites. Google facility. Ask for references. Talk to referral sources. Talk to caregiver groups, families, employees. Tour Scheduling Greeting Tour touch points Questions Meet ED Follow Up Admission Nurse assessment Orientation Interest and activities Room selection Move in Slide 37 Inquiry Calling on the phone. Going to the web. Showing up unannounced. Referral source calls. Inquiry Go to church with someone who works there. A friend had rehab there and was discharged. After interview, they may add Slide 38 Toward Solutions Caregiver Expectation Actual Experience Touch point I called and wanted immediate appointment. I arrive on time and we get started. They didnt know where to refer me. I was left waiting 30 minutes. Direct dial number always answered with immediate appointment. Appointment clearly scheduled and assigned to someone. Slide 39 Customer Delight ActivityActual Experience Schedule a tour. Taking the tour. I know where to call and with whom I should speak. I know where to go, what time, what I will see, how long it will take and who will tour me. Slide 40 Experience Audit Which touch points are highly valued? What are the customers views of the effectiveness of highly valued touch points? What are their needs at each stage? How customers classify themselves dissatisfied, satisfied, loyal, advocate. Slide 41 Monitor the Environment CMS and State Data Google / Alerts RSS Feeds Technorati.com Blogpulse.com Slide 42 Slide 43 Slide 44 Engagement Slide 45 Are influencers participating in Family Council? Consider internal and external advisory groups. Access to information. Sneak previews. Participate in the development of a new service. Introduce resident families with similar interests / concerns. Use to attract others. Slide 46 Slide 47 Give Something Away Slide 48 Shouldice Hospital - Canada Create communities Hospital stays of 3-4 days No private rooms Phones, TVs, dining in communal areas Give something away Free checkups all former patients every year Mobile clinics Continuous feedback Contact 130,000 people every year Stimulate interaction Reunion Dinner Slide 49 Dinner, entertainment, camaraderie, and an examination of their hernia repair! Slide 50 Shouldice Hospital - Canada 49% new patients referrals from former patients 34% from healthcare professionals 13% acquaintances 4% from traditional marketing Slide 51 Create Community Slide 52 Cause Marketing Slide 53 Brand Extensions Develop services and products that your brand. EXTEND Slide 54 If I buy a digital camera or a car, Im not going to buy another one probably for years. But just because Im not in the purchasing market that doesnt mean my customer experience is at rest. The customer experience is always adding up to the next purchase. Russ Bartlett CEO, Autobytel.com Slide 55 Slide 56 MAKE THEIR PRIORITY YOUR PRIORITY Slide 57 Who is A Person Like Me? EU North Americ a Latin Americ a Asia Shares common interests with you 1111 Is the same profession as you 2452 Holds similar political beliefs to you 2233 Is from your local community 4325 Is the same nationality as you 5644 Is the same gender as you 6766 Is the same religion as you 7578 Is the same race/ ethnicity as you 7887 Ranking All other things being equal, which THREE of the following characteristics are most likely to increase your trust in someone sharing information about the company? Are you MOST likely to trust the person if he/ she Highest ranked Lowest ranked Source: Edelman Trust Barometer 2007 Slide 58 Mike Delfino sports, single male, no kids, low, middle income Gabrielle and Carlos socialites, married, no kids, upper income Paul and Zach soccer dad, single male with kids Edie Britt on her own, single female, no kids, upper middle income The Van De Kamps big success, married with kids, upper income Scavo Family play groups, married with kids, upper middle income Slide 59 Staff Empowerment Causes Customer Delight Slide 60 Staff Empowerment Its the whole person we like. Its the whole person we hired. Its the whole person that we want to give freedom to. Herb Kelleher, Southwest Airlines There are countless stops along the way where employees behind the scenes make day to day decisions that affect the customer. Each of us owns the customer experience because everything we do ultimately touches the customer. Michael Dell Slide 61 Staff Empowerment The number one reason to advertise is to motivate your own employees. If employees are excited about our promotional approach, they become more engaged, more energized, more positive about the company and its future. This attitude is infectious and transfers quickly to family, friends and customers. Steve Cone, Managing Director, Citigroup Global Wealth Management Slide 62 Staff Empowerment 1.I know what is expected of me at work. 2.I have the materials and equipment to do my work right. 3.I have the opportunity to do what I do every day. 4.In the seven days I have received recognition or praise for doing a good job. 5.My supervisor or someone at work seems to care for me as a person. 6.There is someone at work who encourages my development. 7.At work, my opinions seem to count. 8.The purpose of my company makes me feel my job is important. 9.My fellow employees are committed to doing quality work. 10.I have a best friend at work. 11.In the last six months someone has talked to me about my progress. 12.In the last year I have had opportunities to work, learn and grow. John H. Fleming, Ph.D., and Jim Asplund Slide 63 Cost More? If your mission has a human purpose, profit will take care of itself if you operate wisely. Earl Bakken, Medtronic Slide 64 Make Your Case An army of no cost marketers at your disposal if you just take the time to find them and cultivate them Source of marketing material Uncover new ideas for products and services May solve problems you did not know you had Can generate or save $ Lifetime value Emotional attachment One caveat mass media still has its place Slide 65 From Fear to Understanding Slide 66 Culture of Data Collection Offer a WOW Experience Monitor and Join Those Talking About You Engage Your Audience Give Something Away Create Community Strategic Causes Brand Extensions Their Priority / Your Priority Staff Empowerment Industry Responsibility Lessons Slide 67 In the End 1.Overall how satisfied are you with the facility? 2.How likely are you to continue to choose facility? 3.How likely are you to recommend facility to a friend/associate? 4.I cant imagine a world without the facility. 5.Facility is the perfect company for people like me. 6.Facility always treats me fairly and with respect. 7.I feel proud to be a facility customer. 8.If a problem arises I can count on the facility to reach a fair resolution. 9.Facility always delivers on what they promise. 10.Facility is a name I can always trust. John H. Fleming, Ph.D., and Jim Asplund Slide 68 The Ultimate Question Would you recommend us to others? Slide 69 Marketing Strategy Marketing Audits Medical Tourism Market and price monitoring Integrate CRM tools and continuous feedback tools Design price packages based on customer wants and align to value Integrate organizational goals into pricing approaches as a component of marketing strategy Develop communication templates to tell the price story Customer service training to support consumer driven healthcare Tools and templates to tell the other side of the price story (i.e. economic impact studies Slide 70 Slide 71 Questions Anthony Cirillo, FACHE, ABC 1-704-992-6005 cirillo@4wardfast.com www.4wardfast.com www.anthonyssong.com http://sickoh.blogspot.com/ http://anthonyssong.blogspot.com/ Slide 72