Strategic Thinking.Smart Marketing.

Meeting of the Minds:Moving to a

Relationship-basedModel

Oct. 29, 2015

Relationship-based Model

Life is not a list of transactions.

It is a series of human experiences

that determine how we feel

about everything, including

love and loyalty

Strategic Thinking.Smart Marketing.

• Patient experience• Lifetime value• Culture• Training• Reputation

management

How we serve people will be our differentiator

Strategic Thinking.Smart Marketing.

• Patient experience• Lifetime value• Culture• Training• Reputation

management

Strategic Thinking.Smart Marketing.

• Patient experience• Lifetime value• Culture• Training• Reputation

management

Strategic Thinking.Smart Marketing.

• Patient experience• Lifetime value• Culture• Training• Reputation

management

Compliance Culture

Stumbling Blocks to Patient Experience

1. Changing organizational culture (34%)

2. Abundance of other priorities (26%)

CEOs must:• Set the agenda for culture

change• Ensure funding, resources and

commitment are present to back it up.

Organizational Culture

Strategic Thinking.Smart Marketing.

• Patient experience• Lifetime value• Culture• Training• Reputation

management

75% train physicians in patient experience because they have the most difficulty with their ability to communicate well withpatients (HCAHPS requirement)

38% train back-office staff because of high-deductible plans and the move toward greater personal responsibility for bills.

Strategic Thinking.Smart Marketing.

• Patient experience• Lifetime value• Culture• Training• Reputation

management

40% have a chief experience officer--10% will add one w/in 3 years

Staff satisfaction is a critical aspect of providing a good patient experience. One doesn’t exist without the other.Tracking patient experience:

--55% use post-discharge telephone calls--30% monitor social media.

InfluenceFactors

AWARENESS: The perception of need or problem recognition. CONSIDERATION: The start of the information search, evaluation and education.

INTENT: The choice narrows, often the final decision.

PURCHASE: First transaction (encounter, appointment) completed.

LOYALTY: Presuming a positive and satisfactory patient experience, the individual is “bonded” to the provider, and likely to return for future needs or repeat purchases.

ADVOCACY: The “post-purchase behavior” includes references, recommendations, referrals and word-of-mouth.

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy

The Healthcare Decision Ladder

Google and Healthgrades Reviews (as of 9/21)

39

Doctor Google Since June Healthgrades Since June

Dr. a* 13 reviews3.2 stars

+3 reviews+0 stars

56 responses4.3 stars

+5 responses+.1 stars

Dr. b* 2 reviews0 stars

+0 reviews+0 stars

34 responses 4.5 stars

+0 responses+0 stars

Dr. c 1 review0 stars

+0 reviews+0 stars

4 responses5 stars

+0 responses+0 stars

Dr. d* 4 reviews0 stars

+0 reviews+0 stars

19 responses3.9 stars

+1 response+.2 stars

Dr. e* 25 reviews4.7 stars

+1 review+0 stars

161 responses4.6 stars

+21 responses+0 stars

Dr. f* 0 reviews0 stars

+0 reviews+0 stars

17 responses4.5 stars

+0 responses+0 stars

Dr. g 2 reviews0 stars

+2 reviews+0 stars

4 responses4 stars

+0 responses+0 stars

*Denotes doctors using take-home patient review cards

It’s not the destination.It’s the journey.

And the experiences along the wayMake the memories we’ll never forget

We are making memoriesEvery step of the patient’s journey

Strategic Thinking.Smart Marketing.

Q&A

sandy@marketingworks360.com

Thank You!