Thursday, January 26, 2012

Where is the patient experience and satisfaction in your healthcare marketing?

Patient experience and satisfaction is no longer a nice too have, but a got to have in healthcare. Difficult to achieve and tough to beat once you have it, experience and satisfaction with your medical products, clinical services and processes regardless of the vertical, be it specialty pharmacy, medical device, pharma, hospitals, doctors etc., will drive revenue. Revenue from the standpoint of Pay-for-Performance (P4P) programs and volume from consumers aka patients, selecting you in a very commoditized and provider undifferentiated healthcare market place. As you create your networks, Accountable Care Organizations (ACOs), Medical Homes (MHs) and other yet undefined organizations, you have the opportunity to "get it right" this time.

The healthcare consumer of today, will view your services as: value= f(cost, quality, satisfaction) as compared to the near past where value= f(cost, quality). Value here is the defining moment and is a function of cost, quality and satisfaction with you.

Why is it important?

High levels of experience and satisfaction are a powerful differentiator on your market.

Done correctly, your experience improvement and satisfaction program becomes the ongoing Voice of the Customer (VoC) program to drive real organizational change.

It is a strategic and tactical edge for your brand and your marketing communication efforts.

Think customer evangelization.

Think of the power of a high-quality experience and exemplary satisfaction, and what that can do for your marketing campaigns. What it can do in your effort to differentiate.

The choice is yours. The marketing implications, strategies and tactics are clear. Lead or be left behind.

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1 comment:

Lisa C.Tepper said...

Hello. impressive job. I did not expect this. This is a fantastic story. Thanks!
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