SlideShare uma empresa Scribd logo
1 de 42
Baixar para ler offline
Using the Voice of the Customer to
         Inform Marketing Efforts
Agenda


• Marketing’s Role

• Overview of Experience Mapping

• MD Anderson case study

• Tools for Implementation
Purpose


• Marketing must differentiate itself from others while
  focusing on the customer and areas of growth

• They also must demonstrate value by illustrating what
  activities and strategies improve ROI

• Ultimately, making advocates out of patients, families
  and referring physicians is the most cost-effective means
  to achieving marketing goals
Healthcare is Different

• Patients are not choosing to be patients
  like they choose other services

• Yet, patients have less information about
  health services despite its high
  importance

• And patients actually “stay” overnight for
  the service, a unique hybrid

• Consequently, there is a tremendous
  emphasis placed on trust in the
  organizations and with people they
  interact
MARKETING’S
ROLE & APPROACH
Our mission
                        is to
                        eliminate
                        cancer in
                        Texas, the
                        nation, and
                        the world




Making Cancer History




                                      Patient Care - Research - Education
Marketing at MD Anderson


      • Financial ROI                                          • Market intelligence
      • Campaign effectiveness                                 • Trends, data, competitive tracking
      • Project management &                                   • Business planning support
        metrics                                   Enhance
                                 Measure          Business
                                 Success          Decisions


                                             Global
                                             leader     Develop
• Demand generation        Manage          in cancer    and
                                                                       • Global partnerships
  for institutional        Growth                       Manage         • Brand management
  priorities                                            the Brand      • Sponsorships
• Service line marketing                                               • Brand advertising
                                         Understand
                                        the Customer


                                  • Customer, community research
                                  • Voice of the patient
                                  • Customer experience                                      7
Linking Strategy and Measurement
  Next Steps- Conversions & Brand Tracking:                 Voice of the Customer:
  Campaign impact is tracked monthly and                    Experience Mapping
  measured after one year to ensure                         interviews to capture patient
  messages are resonating                                   stories and insight
                                                                               Message Map:
                                                                               Message mapping
Creative Production and
                                                                               workshop is conducted
Placement:
                                                                               based on brand
Final creative is developed
                                                                               research and
(print, television, radio and
                                                                               stakeholder meetings
online ads) and placed within
targeted media channels
                                                                           Refinement:
                                                                           Key positioning statements and
                                                                           support points are developed
                                                                           and are tested within focus
Validation:                                                                groups
The rough creative is tested
again in focus groups or
online concept testing                                                Message Testing:
surveys                                                               Qualitative findings help to develop
                                                                      key messages/support points which
                      Creative Brief & Development:                   are tested quantitatively (online
                      The messages with the most potential are        surveys)
                      integrated into a creative brief, and
                      creative concepts are developed


                                                                  8
Making Experience Mapping a Standard

• Conducted prior to every marketing campaign
   – 2-3 clinics and initiatives per year
   – Insight into patients as well as potential operational issues
   – Positions Marketing as a strategic partner vs order taker


• Link to Campaigns
   – Opportunity to identify compelling patient stories
   – Defines marketing messages and differentiators to highlight


• Insight Dashboard
   – Insights are easily searched and shared
“Your premium brand had better
be delivering something special,
or it's not going to get the
business.”

Warren Buffett




 EXPERIENCE
 MAPPING
Experience Management


• Aligns with the brand – you set expectations at every interaction
  (from when they conduct research on your Web site, call to make an
  appointment, or visit your facility for the first time)

• Creates meaning – staff provides and patients walk away with a
  lasting impression (good or bad)

• Aims to provide superior value – you need to attract market share

• Is deliberate – this is most important!

• Drives profitable growth – it’s always easier to create an advocate
  out of an existing patient than convince others
The Patient Experience is Holistic


              “Organizations that simply tweak
              design elements or focus on the
              customer experience in isolated
              parts of their business will be
              disappointed in the results.”


             Leonard Berry, Ph.D., Texas A&M University,
             Author, Discovering the Soul of Service and
             Management Lessons from Mayo Clinic
The Importance of Touchpoints

• A touchpoint is the interaction between your
  hospital and those you serve; this is how customers
  recognize your promise

• Like a door enables one to access a room or
  building, a touchpoint enables customers to access
  an organization - but it’s hard to manage them all,
  so you need to make some trade-offs

• For example…
   – Does the messaging and promise of your marketing materials match up to
     the experience you provide?
   – How easy is it for patients to get in touch with the right person to schedule
     an appointment or ask a question about follow-up care?
   – Which aspects of your facility do patients find to be impressive, and which
     aspects cause frustration? (parking, waiting areas, inpatient rooms, etc.)
Experience Map
Insights and Action
•   Experience Mapping is an in-depth qualitative research technique that utilizes
    a visual cue (the experience map) to help patients, family members, and/or
    referring physicians recall specific episodes in their journey

•   This technique allows us to assess the customer’s entire experience, rather
    than one encounter
     – Expectations prior to their first encounter with you
     – Multiple activities throughout their journey (e.g., parking, check-in, exams, follow-up)
     – Multiple touchpoints, or ways in which they interact with you (e.g., materials,
       conversations, website)
     – Recognizes changes in attitudes, if any, throughout their experience


•   The experience map provides a framework for action:
     – Each step has experience stewards (e.g., nursing, auxiliary) who are responsible for
       delivery
     – Every steward can appreciate the relationship of their actions to the remainder of the
       patient journey
     – Interactions or “touchpoints” are categorized at each step
What Do You Know?


•   Review existing patient source and utilization
    information. This includes, but is not limited to:
     –   Call center statistics
     –   Secret shopping reports
     –   Patient satisfaction data
     –   Physician satisfaction data
     –   Time and motion studies
     –   Utilization stats
     –   Focus groups
     –   Etc…


•   Important to synthesize

•   What is the data telling you?

•   If you could change 3 things tomorrow for
    greatest impact, what would they be?
How Do Patients Describe the Experience?

• On-site interviews are ideal in that they
  provide visual cues for recall

• Phone interviews are useful for
  providing feedback after the patient’s
  journey has been completed or when
  the patient does not live close to the
  healthcare facility

• Interviews with different patient groups
  reveal unique needs

• Reflect other key metrics (like HCAHPS)

• A composite view of the total patient
  experience is attained
What Do THEY See?




 Uncomfortable beds
                                                         Too Busy?




Curtains that don’t close
                                      Children’s wing that is not child-friendly
Don’t Forget the Front Line!


• Conduct small group
  interviews with front-line,
  auxiliary, nursing, and
  clinical teams

• Elicit their feedback on
  barriers inhibiting their
  ability to deliver the ideal
  experience

• Gain their support for
  change from the beginning
And Other Stakeholders

• Physicians’ offices are a key
  touchpoint in setting expectations
  for patients and families

• Conduct interviews with
  physicians and their office staff to
  understand referral motivations

• Determine the communications
  given to patients prior to their visit
Building Empathy


• Review each step

• Use audio/video clips

• Share information
  using a narrative
  tone

• What would the
  patient say if he/she
  was in the room?
Translating Insight into Action


• Maintain momentum for action
  planning and improvement

• A platform to:
   – Motivate stakeholders to take
     ownership of this vision
   – Communicate your vision for
     the ideal experience
   – Develop an action plan for
     sustained success
Workshop Discussion Areas

                                  Review for each step
• In what areas can we deliver
  an exceptional experience?
                                    Need (decision)

• What are ways to surprise
  our guests that we currently        Scheduling
  do not do?
                                   Arrival (first visit)
• What should be done more
  consistently that should be
  reinforced?                          Treatment


• What are the expected                Follow Up
  behaviors that we currently
  do not deliver consistently?
Workshop Activity


      • Develop an action plan for success by reviewing
        recommendations and assessing their feasibility

      • What are alternatives to recommendations if the ones offered
        are not feasible?

      • What resources are needed to implement recommendations?

                                                                     Needed Resources
     Recommendation                      Feasibility   Alternative
                                                                     for implementation
     Review the current website to
                                         □   Yes
     identify ways to customize images   □   No
     and messaging to patients



26
Observations

• Staff participation is critical to transform the bad to good:
   – “I waited all day and had so many appointments”
   – “It was coordinated so well that I got everything done on one
     day”


• Remember that functional needs are different from
  emotional needs –
   – You are giving them information
   – But do they feel like you really care about them?


• Link to your lean process once you define the ideal
“Your most unhappy customers
are your greatest source of
learning.”

Bill Gates




  CASE STUDY
Campaign Objectives

• Reinforce MD Anderson’s brand image and increase
  consumer awareness
   – Increase brand presence in competitive market
   – Bust myths and misperceptions about obtaining care at M. D. Anderson
   – Continuation of “Making Cancer History®” brand advertising

• Support institutional business goals
   – Demand generation for featured clinical areas and key technology




                        29
Case Study- Gyn Clinic
Experience Mapping revealed high and moderate performing phases

Phase                   Performance                                         Summary

                                         High levels of patient satisfaction, as community physicians recommend their
Need                                     patients seek care from MD Anderson. Little online research is conducted upfront,
                                         preferring to reinforce the referral with advice from family and friends.

                                         Scheduling tasks are often handled by the referring physician or their office.
                                         Appointments are secured quickly, much to the relief of anxious patients, and
Scheduling                               helpful information is mailed to them. Trouble occurs when patients try to contact
                                         the center with scheduling issues for subsequent visits. Patients who utilize
                                         MyMDAnderson (patient portal) report higher levels of satisfaction.

                                         Patients were impressed with the appearance of the facilities and amenities. Their
First Visit                              only complaint centered upon long waits they must endure prior to their
                                         appointments.

                                         Patients are treated well by staff and faculty but they do report issues post-
Treatment                                treatment, many because of pre-existing conditions. There is also opportunity for
                                         improving communication during the inpatient stay.

                                         Patients felt well informed, educated and are comfortable returning home.
Follow-Up                                However, very few take advantage of tools such as support services, which could
                                         be crucial to a smoother recovery.


     High performance      Moderate performance     Low performance
The Gyn clinic recognized the importance of
     delivering information at specific touchpoints

Action Plan: myMDAnderson Registrations
Patients have a difficult time getting through on the phone after the first
   appointment. Those who utilize myMDAnderson did not report as many issues
• Orient both the clinic and inpatient staff to sign up patients for myMDAnderson and
   encourage patients to sign up so they know about follow up and other appointments.
    –   Presented Customer Insight to key inpatient leadership and staff in a brainstorming session
    –   Upon new patient registration each patient is asked for their email address and signed up for
        myMDAnderson, clinic reports 90% of new patients are registered
    –   Enhanced signage for myMDAnderson in the waiting area outside the Gyn Center



Action Plan: Follow-Up Communications
Ensure patients remain connected to the clinic and institution after treatment ends
• Create a community of uterine cancer survivors that will assist in program
   growth and support.
    –   Sent out group emails to patients using myMDAnderson. Maintained the connection to
        patients, even when they live far away.
Marketing found powerful patient stories
Measurable Results

• Campaign Conversions
  –   Online self-referrals completed
  –   Call center volume
  –   Donations received online
  –   "Tell Us Your Story" submissions


                                          Visitors were
                                          provided an
                                          opportunity to share
                                          their stories, make a
                                          contribution, or
                                          complete a self-
                                          referral to become a
                                          patient




                      33
Using the Framework to Show Results

  Advertising             Awareness           Interest           Choice          Advocacy




Television             Houston          Call center         More than 800     $500,000+
Radio                  3% lift to 86%   volume              online self-      online donations
Online                                  increased 31%       referrals after   received from
Print                  Nationally no                        online ad         individuals
Sponsorships           change           19,000 Microsite    exposure          exposed to the
                                        visits per month                      campaign
                                                            Significant
                                        600% increase       increase in       Average of 5
                                        in online traffic   patient volume,   "Tell Us Your
                                        from last           institution met   Story" online
                                        campaign            business goals    submissions per
                                                                              month
                                        Visitors from all   All featured
                                        states in US        service lines
                                                            increased in
                                                            patient volume
Case Study- Pediatric Proton Therapy
Phase            Performance                                              Summary


                                Parents are desperate to find alternative treatment for their children and conduct their own
Need                            research or learn from family/friends about proton therapy treatment. It is sometimes
                                mentioned by their local doctor.



                                Local physicians/oncologists rarely refer to a specific hospital and instead mention various
                                centers that offer proton therapy treatment. Some mention MD Anderson’s Proton Therapy
Scheduling
                                Center and the hospital’s reputation, expertise. PTC is quick to respond and is closer for
                                most, which helps make it an easy choice.


                                Simulation helps relieve parents’ anxiety and parents are warmed by the staff’s optimism and
Arrival                         reassured by the facilities’ state of the art, clean appearance. Questions are answered,
                                further relieving anxiety.

                                While simulation alleviates some stress for parents – the anxiety persists. But staff is good at
                                reiterating steps and explaining. Waiting area, however, is a bit frustrating for some as
Treatment
                                several things exacerbate an already difficult time for children including others eating, adult
                                patient emergencies and longer waits when mechanical breakdowns occur.

                                Parents are confident in going home to care for their children and usually have follow-up plan
                                in place which they tend to handle from long distance via their local physician or oncologist.
Follow Up
                                They express regret in not being able to continue some kind of continued connection with
                                PTC as experience was such a positive one.




  High performance    Moderate performance     Low performance                  35
Impact Beyond Marketing


                                  versus




     Pediatric Patient                      Adult Patient
         Needs                                Needs
     –Toys, children’s television shows     –Reading materials
     and other entertainment                –Peace and quiet
     –Story time and play time with child   –Access to other adult
     life specialist                        patients
     –No food                               –Internet access
     –Reading materials for parents
     –Access to other parents of other
     pediatric patients
36
Kids waiting area was expanded and customized
Kids waiting area was expanded and customized
Initiated relationship building strategies
Significantly expanded online marketing efforts
                          Campaign results
                          (first 4 months)
                          • Paid search click-through average
                          9,000/month
                          • Call center volume increase
                          • 12 pediatric online self referrals
“A brand for a company is like a reputation
for a person. You earn reputation by trying
to do hard things well.”

Jeff Bezos




 TOOLS FOR
 IMPLEMENTATION
Getting Started
•   Project initiation
     –   A kick-off meeting, led by Gelb Consulting and Marketing teams, is held to review the Experience Mapping
         process and discuss the project plan
     –   Gelb reviews the typical patient experience, current care center materials and state of the clinic/sensitivity

•   Project planning
     –   MD Anderson teams determine interview screening criteria (patient growth areas, clinical trial participants, etc.)
     –   Care Center develops patient lists for sample recruitment, and provides optimal interview times for both
         patients/employees
     –   Care Center staff will reserve clinic areas for in-person interviews, if applicable

•   Development of study materials
     –   Gelb creates recruiting script(s) and discussion guide(s) for Care Center review and approval

•   Recruiting
     –   Care Center identifies support staff to contact patients and schedule interviews using a scheduling template,
         provided by Gelb

•   Data collection
     –   Gelb conducts all interviews (in-clinic or by phone)
     –   Once data has been collected, the Care Center provides Gelb demographic information of the patients interviewed

•   Analyze and present results
     –   Gelb compiles a presentation-style report highlighting conclusions from all sources, and presents this on-site to
         the Care Center

•   Action planning workshops
     –   Workshops with front-line staff and physicians to form operational and service results
Lessons Learned

•   Support and buy-in from the entire care team is necessary – patients must feel
    comfortable with your presence on-site

•   During recruiting, staff support is crucial – patient participation is more likely if the
    initial request for an interview comes from staff

•   Rely on the care team to help determine who the “right” patients are for the process –
    what does their typical patient “look” like? What kind of patients would they like to
    attract? Which patients are having experiences that could be improved upon and
    better promoted?

•   Plan the key messages that you want to communicate to patients and referring
    physicians and repeat those key messages throughout their experience - it may seem
    redundant to you, but it’s not to them

•   Patients require multiple methods of learning
     – Spoken to emphasize
     – Written to reinforce
     – Digital to recall
Cecelia Kenneally           John McKeever
MD Anderson Cancer Center   Gelb Consulting Group, Inc.
1515 Holcombe Blvd          1011 Highway 6 South, Suite 120
Houston, TX 77030           Houston, TX 77077

CKenneally@mdanderson.org   jmckeever@gelbconsulting.com

www.mdanderson.org          www.gelbconsulting.com

Mais conteúdo relacionado

Mais procurados

EFFECTIVENESS OF PROMOTION
EFFECTIVENESS OF PROMOTIONEFFECTIVENESS OF PROMOTION
EFFECTIVENESS OF PROMOTIONRahul Barwe
 
integrated marketing communication
integrated marketing communicationintegrated marketing communication
integrated marketing communicationPrachi Shree
 
Customer relationship management one to one
Customer relationship management   one to oneCustomer relationship management   one to one
Customer relationship management one to oneVincent Lootens
 
Mcdonald Presentation Nov 08 00
Mcdonald Presentation Nov 08 00Mcdonald Presentation Nov 08 00
Mcdonald Presentation Nov 08 00isa ustundag
 
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...Akio
 
Module marketing 1.1
Module   marketing 1.1Module   marketing 1.1
Module marketing 1.1Arjun Khosla
 
Perspectives on consumer Behaviour
Perspectives on consumer BehaviourPerspectives on consumer Behaviour
Perspectives on consumer BehaviourRahul Barwe
 
HPMC12: Avanade - Multi-Channel Marketing Engine
HPMC12: Avanade - Multi-Channel Marketing EngineHPMC12: Avanade - Multi-Channel Marketing Engine
HPMC12: Avanade - Multi-Channel Marketing EngineAccenture the Netherlands
 
Contact strategy boosts response and limits opt-out
Contact strategy boosts response and limits opt-outContact strategy boosts response and limits opt-out
Contact strategy boosts response and limits opt-outHanson Wade
 
Inspire Advocates to Influence
Inspire Advocates to InfluenceInspire Advocates to Influence
Inspire Advocates to InfluenceSummit Marketing
 
Black Pearl Intelligence Primer
Black Pearl Intelligence PrimerBlack Pearl Intelligence Primer
Black Pearl Intelligence PrimerJosephr214
 
Customer impact agenda engl
Customer impact agenda englCustomer impact agenda engl
Customer impact agenda englNilsHafner
 
Canada Media Marketplace, Tim Marklein, April 12, 2010
Canada Media Marketplace, Tim Marklein, April 12, 2010Canada Media Marketplace, Tim Marklein, April 12, 2010
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
 
Introduction to IMC
Introduction to IMCIntroduction to IMC
Introduction to IMCRahul Barwe
 
Digital Media Briefing & Planning Process
Digital Media Briefing & Planning Process Digital Media Briefing & Planning Process
Digital Media Briefing & Planning Process Shane Crombie
 

Mais procurados (19)

EFFECTIVENESS OF PROMOTION
EFFECTIVENESS OF PROMOTIONEFFECTIVENESS OF PROMOTION
EFFECTIVENESS OF PROMOTION
 
integrated marketing communication
integrated marketing communicationintegrated marketing communication
integrated marketing communication
 
Customer relationship management one to one
Customer relationship management   one to oneCustomer relationship management   one to one
Customer relationship management one to one
 
Mcdonald Presentation Nov 08 00
Mcdonald Presentation Nov 08 00Mcdonald Presentation Nov 08 00
Mcdonald Presentation Nov 08 00
 
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...
 
Module marketing 1.1
Module   marketing 1.1Module   marketing 1.1
Module marketing 1.1
 
Perspectives on consumer Behaviour
Perspectives on consumer BehaviourPerspectives on consumer Behaviour
Perspectives on consumer Behaviour
 
Precognitive Marketing
Precognitive MarketingPrecognitive Marketing
Precognitive Marketing
 
Imajdeckfinal
ImajdeckfinalImajdeckfinal
Imajdeckfinal
 
HPMC12: Avanade - Multi-Channel Marketing Engine
HPMC12: Avanade - Multi-Channel Marketing EngineHPMC12: Avanade - Multi-Channel Marketing Engine
HPMC12: Avanade - Multi-Channel Marketing Engine
 
Promo selling pricing
Promo selling pricingPromo selling pricing
Promo selling pricing
 
Promo selling pricing
Promo selling pricingPromo selling pricing
Promo selling pricing
 
Contact strategy boosts response and limits opt-out
Contact strategy boosts response and limits opt-outContact strategy boosts response and limits opt-out
Contact strategy boosts response and limits opt-out
 
Inspire Advocates to Influence
Inspire Advocates to InfluenceInspire Advocates to Influence
Inspire Advocates to Influence
 
Black Pearl Intelligence Primer
Black Pearl Intelligence PrimerBlack Pearl Intelligence Primer
Black Pearl Intelligence Primer
 
Customer impact agenda engl
Customer impact agenda englCustomer impact agenda engl
Customer impact agenda engl
 
Canada Media Marketplace, Tim Marklein, April 12, 2010
Canada Media Marketplace, Tim Marklein, April 12, 2010Canada Media Marketplace, Tim Marklein, April 12, 2010
Canada Media Marketplace, Tim Marklein, April 12, 2010
 
Introduction to IMC
Introduction to IMCIntroduction to IMC
Introduction to IMC
 
Digital Media Briefing & Planning Process
Digital Media Briefing & Planning Process Digital Media Briefing & Planning Process
Digital Media Briefing & Planning Process
 

Semelhante a Using the Voice of the Customer to Inform Marketing Efforts

Gelb patient experience mapping promotes empathy and revenues
Gelb   patient experience mapping promotes empathy and revenuesGelb   patient experience mapping promotes empathy and revenues
Gelb patient experience mapping promotes empathy and revenuesEndeavor Management
 
Proof Brochure
Proof BrochureProof Brochure
Proof BrochurePr00f
 
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
 
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013HaveYouHeard
 
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
 
The Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic SuccessThe Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic SuccessGainsight
 
The Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic SuccessThe Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic SuccessGainsight
 
Taking your reference program global
Taking your reference program globalTaking your reference program global
Taking your reference program globalcarolineatmetia
 
Marketing to the NHS
Marketing to the NHSMarketing to the NHS
Marketing to the NHSCharityComms
 
Deane Spence C Achievements
Deane Spence C   AchievementsDeane Spence C   Achievements
Deane Spence C Achievementsusdspde
 
B2B megatrends
B2B megatrends B2B megatrends
B2B megatrends hgupta017
 
8 Ways to Create Engaging Live, Virtual and Hybrid Events
8 Ways to Create Engaging Live, Virtual and Hybrid Events8 Ways to Create Engaging Live, Virtual and Hybrid Events
8 Ways to Create Engaging Live, Virtual and Hybrid EventsFlutterbyBarb
 
Predicting Customer Behavior - An Introduction to iSky
Predicting Customer Behavior - An Introduction to iSkyPredicting Customer Behavior - An Introduction to iSky
Predicting Customer Behavior - An Introduction to iSkyiSky
 
Higher Education Capabilities 8.10.09
Higher Education Capabilities 8.10.09Higher Education Capabilities 8.10.09
Higher Education Capabilities 8.10.09Cathy Hines
 
Comstat - About Us
Comstat - About UsComstat - About Us
Comstat - About Uscomstatpr
 
The Faction Agency - 2013 Capabilities
The Faction Agency - 2013 CapabilitiesThe Faction Agency - 2013 Capabilities
The Faction Agency - 2013 CapabilitiesThe Faction Agency
 
Bright angles consulting ver 2
Bright angles consulting ver 2Bright angles consulting ver 2
Bright angles consulting ver 2BrightAngles
 
Mann Marketing Introduction Lr
Mann Marketing Introduction LrMann Marketing Introduction Lr
Mann Marketing Introduction Lrvikimann
 
Presentación Katie Delahaye Congreso PRORP 2010
Presentación Katie Delahaye Congreso PRORP 2010Presentación Katie Delahaye Congreso PRORP 2010
Presentación Katie Delahaye Congreso PRORP 2010PRORP México
 

Semelhante a Using the Voice of the Customer to Inform Marketing Efforts (20)

Gelb patient experience mapping promotes empathy and revenues
Gelb   patient experience mapping promotes empathy and revenuesGelb   patient experience mapping promotes empathy and revenues
Gelb patient experience mapping promotes empathy and revenues
 
Proof Brochure
Proof BrochureProof Brochure
Proof Brochure
 
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...
 
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
 
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
 
The Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic SuccessThe Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic Success
 
The Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic SuccessThe Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic Success
 
Taking your reference program global
Taking your reference program globalTaking your reference program global
Taking your reference program global
 
Marketing to the NHS
Marketing to the NHSMarketing to the NHS
Marketing to the NHS
 
Deane Spence C Achievements
Deane Spence C   AchievementsDeane Spence C   Achievements
Deane Spence C Achievements
 
B2B megatrends
B2B megatrends B2B megatrends
B2B megatrends
 
8 Ways to Create Engaging Live, Virtual and Hybrid Events
8 Ways to Create Engaging Live, Virtual and Hybrid Events8 Ways to Create Engaging Live, Virtual and Hybrid Events
8 Ways to Create Engaging Live, Virtual and Hybrid Events
 
Predicting Customer Behavior - An Introduction to iSky
Predicting Customer Behavior - An Introduction to iSkyPredicting Customer Behavior - An Introduction to iSky
Predicting Customer Behavior - An Introduction to iSky
 
Higher Education Capabilities 8.10.09
Higher Education Capabilities 8.10.09Higher Education Capabilities 8.10.09
Higher Education Capabilities 8.10.09
 
Comstat - About Us
Comstat - About UsComstat - About Us
Comstat - About Us
 
Donegal CEB Marketing on a Shoestring Budget
Donegal CEB Marketing on a Shoestring BudgetDonegal CEB Marketing on a Shoestring Budget
Donegal CEB Marketing on a Shoestring Budget
 
The Faction Agency - 2013 Capabilities
The Faction Agency - 2013 CapabilitiesThe Faction Agency - 2013 Capabilities
The Faction Agency - 2013 Capabilities
 
Bright angles consulting ver 2
Bright angles consulting ver 2Bright angles consulting ver 2
Bright angles consulting ver 2
 
Mann Marketing Introduction Lr
Mann Marketing Introduction LrMann Marketing Introduction Lr
Mann Marketing Introduction Lr
 
Presentación Katie Delahaye Congreso PRORP 2010
Presentación Katie Delahaye Congreso PRORP 2010Presentación Katie Delahaye Congreso PRORP 2010
Presentación Katie Delahaye Congreso PRORP 2010
 

Mais de Endeavor Management

Physician schedule optimization model - Endeavor Analytics
Physician schedule optimization model - Endeavor AnalyticsPhysician schedule optimization model - Endeavor Analytics
Physician schedule optimization model - Endeavor AnalyticsEndeavor Management
 
Patient volume modeling - Endeavor Analytics
Patient volume modeling - Endeavor AnalyticsPatient volume modeling - Endeavor Analytics
Patient volume modeling - Endeavor AnalyticsEndeavor Management
 
Leading practices in medical center call centers
Leading practices in medical center call centersLeading practices in medical center call centers
Leading practices in medical center call centersEndeavor Management
 
2017 digital engagement webinar marketing360 - gelb consulting
2017 digital engagement webinar marketing360 - gelb consulting2017 digital engagement webinar marketing360 - gelb consulting
2017 digital engagement webinar marketing360 - gelb consultingEndeavor Management
 
Oil and gas brand management - Endeavor
Oil and gas brand management - EndeavorOil and gas brand management - Endeavor
Oil and gas brand management - EndeavorEndeavor Management
 
Experience management overview - Gelb Consulting
Experience management overview - Gelb ConsultingExperience management overview - Gelb Consulting
Experience management overview - Gelb ConsultingEndeavor Management
 
Behavioral Health Client Experience Management - Gelb
Behavioral Health Client Experience Management - GelbBehavioral Health Client Experience Management - Gelb
Behavioral Health Client Experience Management - GelbEndeavor Management
 
Healthcare Employee Experience Management - Gelb Consulting
Healthcare Employee Experience Management - Gelb ConsultingHealthcare Employee Experience Management - Gelb Consulting
Healthcare Employee Experience Management - Gelb ConsultingEndeavor Management
 
How to apply speed dating techniques to persona development
How to apply speed dating techniques to persona developmentHow to apply speed dating techniques to persona development
How to apply speed dating techniques to persona developmentEndeavor Management
 
Strategic imperative digital transformation in capital projects
Strategic imperative digital transformation in capital projectsStrategic imperative digital transformation in capital projects
Strategic imperative digital transformation in capital projectsEndeavor Management
 
2017 Physician Strategies Webinar Series - Physician Relations Structure
2017 Physician Strategies Webinar Series - Physician Relations Structure2017 Physician Strategies Webinar Series - Physician Relations Structure
2017 Physician Strategies Webinar Series - Physician Relations StructureEndeavor Management
 
Emotionally intelligent healthcare
Emotionally intelligent healthcareEmotionally intelligent healthcare
Emotionally intelligent healthcareEndeavor Management
 
Physician Strategies - Physician Engagement
Physician Strategies - Physician EngagementPhysician Strategies - Physician Engagement
Physician Strategies - Physician EngagementEndeavor Management
 
2017 Physician Strategies: Physician Enagement - Gelb
2017 Physician Strategies: Physician Enagement - Gelb2017 Physician Strategies: Physician Enagement - Gelb
2017 Physician Strategies: Physician Enagement - GelbEndeavor Management
 
What Referring Physicians Want - Gelb Consulting
What Referring Physicians Want - Gelb ConsultingWhat Referring Physicians Want - Gelb Consulting
What Referring Physicians Want - Gelb ConsultingEndeavor Management
 
Engaging users in digital strategy development
Engaging users in digital strategy developmentEngaging users in digital strategy development
Engaging users in digital strategy developmentEndeavor Management
 
Healthcare expert advisory group
Healthcare expert advisory groupHealthcare expert advisory group
Healthcare expert advisory groupEndeavor Management
 

Mais de Endeavor Management (20)

Physician schedule optimization model - Endeavor Analytics
Physician schedule optimization model - Endeavor AnalyticsPhysician schedule optimization model - Endeavor Analytics
Physician schedule optimization model - Endeavor Analytics
 
Patient volume modeling - Endeavor Analytics
Patient volume modeling - Endeavor AnalyticsPatient volume modeling - Endeavor Analytics
Patient volume modeling - Endeavor Analytics
 
Leading practices in medical center call centers
Leading practices in medical center call centersLeading practices in medical center call centers
Leading practices in medical center call centers
 
Avoid PRM failures
Avoid PRM failuresAvoid PRM failures
Avoid PRM failures
 
2017 digital engagement webinar marketing360 - gelb consulting
2017 digital engagement webinar marketing360 - gelb consulting2017 digital engagement webinar marketing360 - gelb consulting
2017 digital engagement webinar marketing360 - gelb consulting
 
Oil and gas brand management - Endeavor
Oil and gas brand management - EndeavorOil and gas brand management - Endeavor
Oil and gas brand management - Endeavor
 
Experience management overview - Gelb Consulting
Experience management overview - Gelb ConsultingExperience management overview - Gelb Consulting
Experience management overview - Gelb Consulting
 
Behavioral Health Client Experience Management - Gelb
Behavioral Health Client Experience Management - GelbBehavioral Health Client Experience Management - Gelb
Behavioral Health Client Experience Management - Gelb
 
Healthcare Employee Experience Management - Gelb Consulting
Healthcare Employee Experience Management - Gelb ConsultingHealthcare Employee Experience Management - Gelb Consulting
Healthcare Employee Experience Management - Gelb Consulting
 
Get to know your referrers
Get to know your referrersGet to know your referrers
Get to know your referrers
 
How to apply speed dating techniques to persona development
How to apply speed dating techniques to persona developmentHow to apply speed dating techniques to persona development
How to apply speed dating techniques to persona development
 
Strategic imperative digital transformation in capital projects
Strategic imperative digital transformation in capital projectsStrategic imperative digital transformation in capital projects
Strategic imperative digital transformation in capital projects
 
2017 Physician Strategies Webinar Series - Physician Relations Structure
2017 Physician Strategies Webinar Series - Physician Relations Structure2017 Physician Strategies Webinar Series - Physician Relations Structure
2017 Physician Strategies Webinar Series - Physician Relations Structure
 
Emotionally intelligent healthcare
Emotionally intelligent healthcareEmotionally intelligent healthcare
Emotionally intelligent healthcare
 
Physician Strategies - Physician Engagement
Physician Strategies - Physician EngagementPhysician Strategies - Physician Engagement
Physician Strategies - Physician Engagement
 
2017 Physician Strategies: Physician Enagement - Gelb
2017 Physician Strategies: Physician Enagement - Gelb2017 Physician Strategies: Physician Enagement - Gelb
2017 Physician Strategies: Physician Enagement - Gelb
 
What Referring Physicians Want - Gelb Consulting
What Referring Physicians Want - Gelb ConsultingWhat Referring Physicians Want - Gelb Consulting
What Referring Physicians Want - Gelb Consulting
 
Engaging users in digital strategy development
Engaging users in digital strategy developmentEngaging users in digital strategy development
Engaging users in digital strategy development
 
Healthcare expert advisory group
Healthcare expert advisory groupHealthcare expert advisory group
Healthcare expert advisory group
 
Digital physician outreach
Digital physician outreachDigital physician outreach
Digital physician outreach
 

Último

Role of Soap based and synthetic or syndets bar
Role of  Soap based and synthetic or syndets barRole of  Soap based and synthetic or syndets bar
Role of Soap based and synthetic or syndets barmohitRahangdale
 
World-TB-Day-2023_Presentation_English.pptx
World-TB-Day-2023_Presentation_English.pptxWorld-TB-Day-2023_Presentation_English.pptx
World-TB-Day-2023_Presentation_English.pptxsumanchaulagain3
 
Trustworthiness of AI based predictions Aachen 2024
Trustworthiness of AI based predictions Aachen 2024Trustworthiness of AI based predictions Aachen 2024
Trustworthiness of AI based predictions Aachen 2024EwoutSteyerberg1
 
Red Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfRed Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfMedicoseAcademics
 
Adenomyosis or Fibroid- making right diagnosis
Adenomyosis or Fibroid- making right diagnosisAdenomyosis or Fibroid- making right diagnosis
Adenomyosis or Fibroid- making right diagnosisSujoy Dasgupta
 
Mental health Team. Dr Senthil Thirusangu
Mental health Team. Dr Senthil ThirusanguMental health Team. Dr Senthil Thirusangu
Mental health Team. Dr Senthil Thirusangu Medical University
 
introduction to neurology (nervous system, areas, motor and sensory systems)
introduction to neurology (nervous system, areas, motor and sensory systems)introduction to neurology (nervous system, areas, motor and sensory systems)
introduction to neurology (nervous system, areas, motor and sensory systems)Mohamed Rizk Khodair
 
Good Laboratory Practice (GLP) in Pharma-LikeWays.pptx
Good Laboratory Practice (GLP) in Pharma-LikeWays.pptxGood Laboratory Practice (GLP) in Pharma-LikeWays.pptx
Good Laboratory Practice (GLP) in Pharma-LikeWays.pptxLikeways
 
SGK RỐI LOẠN KALI MÁU CỰC KỲ QUAN TRỌNG.pdf
SGK RỐI LOẠN KALI MÁU CỰC KỲ QUAN TRỌNG.pdfSGK RỐI LOẠN KALI MÁU CỰC KỲ QUAN TRỌNG.pdf
SGK RỐI LOẠN KALI MÁU CỰC KỲ QUAN TRỌNG.pdfHongBiThi1
 
CPR.nursingoutlook.pdf , Bsc nursing student
CPR.nursingoutlook.pdf , Bsc nursing studentCPR.nursingoutlook.pdf , Bsc nursing student
CPR.nursingoutlook.pdf , Bsc nursing studentsaileshpanda05
 
Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Peter Embi
 
Bulimia nervosa ( Eating Disorders) Mental Health Nursing.
Bulimia nervosa ( Eating Disorders) Mental Health Nursing.Bulimia nervosa ( Eating Disorders) Mental Health Nursing.
Bulimia nervosa ( Eating Disorders) Mental Health Nursing.aarjukhadka22
 
Neurological history taking (2024) .
Neurological  history  taking  (2024)  .Neurological  history  taking  (2024)  .
Neurological history taking (2024) .Mohamed Rizk Khodair
 
ayurvedic formulations herbal drug technologyppt
ayurvedic formulations herbal drug technologypptayurvedic formulations herbal drug technologyppt
ayurvedic formulations herbal drug technologypptPradnya Wadekar
 
"Radical excision of DIE in subferile women with deep infiltrating endometrio...
"Radical excision of DIE in subferile women with deep infiltrating endometrio..."Radical excision of DIE in subferile women with deep infiltrating endometrio...
"Radical excision of DIE in subferile women with deep infiltrating endometrio...Sujoy Dasgupta
 
Female Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyFemale Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyMedicoseAcademics
 
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptxBreast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptxNaveenkumar267201
 
historyofpsychiatryinindia. Senthil Thirusangu
historyofpsychiatryinindia. Senthil Thirusanguhistoryofpsychiatryinindia. Senthil Thirusangu
historyofpsychiatryinindia. Senthil Thirusangu Medical University
 
MedMatch: Your Health, Our Mission. Pitch deck.
MedMatch: Your Health, Our Mission. Pitch deck.MedMatch: Your Health, Our Mission. Pitch deck.
MedMatch: Your Health, Our Mission. Pitch deck.whalesdesign
 
DNA nucleotides Blast in NCBI and Phylogeny using MEGA Xi.pptx
DNA nucleotides Blast in NCBI and Phylogeny using MEGA Xi.pptxDNA nucleotides Blast in NCBI and Phylogeny using MEGA Xi.pptx
DNA nucleotides Blast in NCBI and Phylogeny using MEGA Xi.pptxMAsifAhmad
 

Último (20)

Role of Soap based and synthetic or syndets bar
Role of  Soap based and synthetic or syndets barRole of  Soap based and synthetic or syndets bar
Role of Soap based and synthetic or syndets bar
 
World-TB-Day-2023_Presentation_English.pptx
World-TB-Day-2023_Presentation_English.pptxWorld-TB-Day-2023_Presentation_English.pptx
World-TB-Day-2023_Presentation_English.pptx
 
Trustworthiness of AI based predictions Aachen 2024
Trustworthiness of AI based predictions Aachen 2024Trustworthiness of AI based predictions Aachen 2024
Trustworthiness of AI based predictions Aachen 2024
 
Red Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfRed Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdf
 
Adenomyosis or Fibroid- making right diagnosis
Adenomyosis or Fibroid- making right diagnosisAdenomyosis or Fibroid- making right diagnosis
Adenomyosis or Fibroid- making right diagnosis
 
Mental health Team. Dr Senthil Thirusangu
Mental health Team. Dr Senthil ThirusanguMental health Team. Dr Senthil Thirusangu
Mental health Team. Dr Senthil Thirusangu
 
introduction to neurology (nervous system, areas, motor and sensory systems)
introduction to neurology (nervous system, areas, motor and sensory systems)introduction to neurology (nervous system, areas, motor and sensory systems)
introduction to neurology (nervous system, areas, motor and sensory systems)
 
Good Laboratory Practice (GLP) in Pharma-LikeWays.pptx
Good Laboratory Practice (GLP) in Pharma-LikeWays.pptxGood Laboratory Practice (GLP) in Pharma-LikeWays.pptx
Good Laboratory Practice (GLP) in Pharma-LikeWays.pptx
 
SGK RỐI LOẠN KALI MÁU CỰC KỲ QUAN TRỌNG.pdf
SGK RỐI LOẠN KALI MÁU CỰC KỲ QUAN TRỌNG.pdfSGK RỐI LOẠN KALI MÁU CỰC KỲ QUAN TRỌNG.pdf
SGK RỐI LOẠN KALI MÁU CỰC KỲ QUAN TRỌNG.pdf
 
CPR.nursingoutlook.pdf , Bsc nursing student
CPR.nursingoutlook.pdf , Bsc nursing studentCPR.nursingoutlook.pdf , Bsc nursing student
CPR.nursingoutlook.pdf , Bsc nursing student
 
Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024
 
Bulimia nervosa ( Eating Disorders) Mental Health Nursing.
Bulimia nervosa ( Eating Disorders) Mental Health Nursing.Bulimia nervosa ( Eating Disorders) Mental Health Nursing.
Bulimia nervosa ( Eating Disorders) Mental Health Nursing.
 
Neurological history taking (2024) .
Neurological  history  taking  (2024)  .Neurological  history  taking  (2024)  .
Neurological history taking (2024) .
 
ayurvedic formulations herbal drug technologyppt
ayurvedic formulations herbal drug technologypptayurvedic formulations herbal drug technologyppt
ayurvedic formulations herbal drug technologyppt
 
"Radical excision of DIE in subferile women with deep infiltrating endometrio...
"Radical excision of DIE in subferile women with deep infiltrating endometrio..."Radical excision of DIE in subferile women with deep infiltrating endometrio...
"Radical excision of DIE in subferile women with deep infiltrating endometrio...
 
Female Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyFemale Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before Pregnancy
 
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptxBreast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
 
historyofpsychiatryinindia. Senthil Thirusangu
historyofpsychiatryinindia. Senthil Thirusanguhistoryofpsychiatryinindia. Senthil Thirusangu
historyofpsychiatryinindia. Senthil Thirusangu
 
MedMatch: Your Health, Our Mission. Pitch deck.
MedMatch: Your Health, Our Mission. Pitch deck.MedMatch: Your Health, Our Mission. Pitch deck.
MedMatch: Your Health, Our Mission. Pitch deck.
 
DNA nucleotides Blast in NCBI and Phylogeny using MEGA Xi.pptx
DNA nucleotides Blast in NCBI and Phylogeny using MEGA Xi.pptxDNA nucleotides Blast in NCBI and Phylogeny using MEGA Xi.pptx
DNA nucleotides Blast in NCBI and Phylogeny using MEGA Xi.pptx
 

Using the Voice of the Customer to Inform Marketing Efforts

  • 1. Using the Voice of the Customer to Inform Marketing Efforts
  • 2. Agenda • Marketing’s Role • Overview of Experience Mapping • MD Anderson case study • Tools for Implementation
  • 3. Purpose • Marketing must differentiate itself from others while focusing on the customer and areas of growth • They also must demonstrate value by illustrating what activities and strategies improve ROI • Ultimately, making advocates out of patients, families and referring physicians is the most cost-effective means to achieving marketing goals
  • 4. Healthcare is Different • Patients are not choosing to be patients like they choose other services • Yet, patients have less information about health services despite its high importance • And patients actually “stay” overnight for the service, a unique hybrid • Consequently, there is a tremendous emphasis placed on trust in the organizations and with people they interact
  • 6. Our mission is to eliminate cancer in Texas, the nation, and the world Making Cancer History Patient Care - Research - Education
  • 7. Marketing at MD Anderson • Financial ROI • Market intelligence • Campaign effectiveness • Trends, data, competitive tracking • Project management & • Business planning support metrics Enhance Measure Business Success Decisions Global leader Develop • Demand generation Manage in cancer and • Global partnerships for institutional Growth Manage • Brand management priorities the Brand • Sponsorships • Service line marketing • Brand advertising Understand the Customer • Customer, community research • Voice of the patient • Customer experience 7
  • 8. Linking Strategy and Measurement Next Steps- Conversions & Brand Tracking: Voice of the Customer: Campaign impact is tracked monthly and Experience Mapping measured after one year to ensure interviews to capture patient messages are resonating stories and insight Message Map: Message mapping Creative Production and workshop is conducted Placement: based on brand Final creative is developed research and (print, television, radio and stakeholder meetings online ads) and placed within targeted media channels Refinement: Key positioning statements and support points are developed and are tested within focus Validation: groups The rough creative is tested again in focus groups or online concept testing Message Testing: surveys Qualitative findings help to develop key messages/support points which Creative Brief & Development: are tested quantitatively (online The messages with the most potential are surveys) integrated into a creative brief, and creative concepts are developed 8
  • 9. Making Experience Mapping a Standard • Conducted prior to every marketing campaign – 2-3 clinics and initiatives per year – Insight into patients as well as potential operational issues – Positions Marketing as a strategic partner vs order taker • Link to Campaigns – Opportunity to identify compelling patient stories – Defines marketing messages and differentiators to highlight • Insight Dashboard – Insights are easily searched and shared
  • 10. “Your premium brand had better be delivering something special, or it's not going to get the business.” Warren Buffett EXPERIENCE MAPPING
  • 11. Experience Management • Aligns with the brand – you set expectations at every interaction (from when they conduct research on your Web site, call to make an appointment, or visit your facility for the first time) • Creates meaning – staff provides and patients walk away with a lasting impression (good or bad) • Aims to provide superior value – you need to attract market share • Is deliberate – this is most important! • Drives profitable growth – it’s always easier to create an advocate out of an existing patient than convince others
  • 12. The Patient Experience is Holistic “Organizations that simply tweak design elements or focus on the customer experience in isolated parts of their business will be disappointed in the results.” Leonard Berry, Ph.D., Texas A&M University, Author, Discovering the Soul of Service and Management Lessons from Mayo Clinic
  • 13. The Importance of Touchpoints • A touchpoint is the interaction between your hospital and those you serve; this is how customers recognize your promise • Like a door enables one to access a room or building, a touchpoint enables customers to access an organization - but it’s hard to manage them all, so you need to make some trade-offs • For example… – Does the messaging and promise of your marketing materials match up to the experience you provide? – How easy is it for patients to get in touch with the right person to schedule an appointment or ask a question about follow-up care? – Which aspects of your facility do patients find to be impressive, and which aspects cause frustration? (parking, waiting areas, inpatient rooms, etc.)
  • 15. Insights and Action • Experience Mapping is an in-depth qualitative research technique that utilizes a visual cue (the experience map) to help patients, family members, and/or referring physicians recall specific episodes in their journey • This technique allows us to assess the customer’s entire experience, rather than one encounter – Expectations prior to their first encounter with you – Multiple activities throughout their journey (e.g., parking, check-in, exams, follow-up) – Multiple touchpoints, or ways in which they interact with you (e.g., materials, conversations, website) – Recognizes changes in attitudes, if any, throughout their experience • The experience map provides a framework for action: – Each step has experience stewards (e.g., nursing, auxiliary) who are responsible for delivery – Every steward can appreciate the relationship of their actions to the remainder of the patient journey – Interactions or “touchpoints” are categorized at each step
  • 16. What Do You Know? • Review existing patient source and utilization information. This includes, but is not limited to: – Call center statistics – Secret shopping reports – Patient satisfaction data – Physician satisfaction data – Time and motion studies – Utilization stats – Focus groups – Etc… • Important to synthesize • What is the data telling you? • If you could change 3 things tomorrow for greatest impact, what would they be?
  • 17. How Do Patients Describe the Experience? • On-site interviews are ideal in that they provide visual cues for recall • Phone interviews are useful for providing feedback after the patient’s journey has been completed or when the patient does not live close to the healthcare facility • Interviews with different patient groups reveal unique needs • Reflect other key metrics (like HCAHPS) • A composite view of the total patient experience is attained
  • 18. What Do THEY See? Uncomfortable beds Too Busy? Curtains that don’t close Children’s wing that is not child-friendly
  • 19. Don’t Forget the Front Line! • Conduct small group interviews with front-line, auxiliary, nursing, and clinical teams • Elicit their feedback on barriers inhibiting their ability to deliver the ideal experience • Gain their support for change from the beginning
  • 20. And Other Stakeholders • Physicians’ offices are a key touchpoint in setting expectations for patients and families • Conduct interviews with physicians and their office staff to understand referral motivations • Determine the communications given to patients prior to their visit
  • 21. Building Empathy • Review each step • Use audio/video clips • Share information using a narrative tone • What would the patient say if he/she was in the room?
  • 22. Translating Insight into Action • Maintain momentum for action planning and improvement • A platform to: – Motivate stakeholders to take ownership of this vision – Communicate your vision for the ideal experience – Develop an action plan for sustained success
  • 23. Workshop Discussion Areas Review for each step • In what areas can we deliver an exceptional experience? Need (decision) • What are ways to surprise our guests that we currently Scheduling do not do? Arrival (first visit) • What should be done more consistently that should be reinforced? Treatment • What are the expected Follow Up behaviors that we currently do not deliver consistently?
  • 24. Workshop Activity • Develop an action plan for success by reviewing recommendations and assessing their feasibility • What are alternatives to recommendations if the ones offered are not feasible? • What resources are needed to implement recommendations? Needed Resources Recommendation Feasibility Alternative for implementation Review the current website to □ Yes identify ways to customize images □ No and messaging to patients 26
  • 25. Observations • Staff participation is critical to transform the bad to good: – “I waited all day and had so many appointments” – “It was coordinated so well that I got everything done on one day” • Remember that functional needs are different from emotional needs – – You are giving them information – But do they feel like you really care about them? • Link to your lean process once you define the ideal
  • 26. “Your most unhappy customers are your greatest source of learning.” Bill Gates CASE STUDY
  • 27. Campaign Objectives • Reinforce MD Anderson’s brand image and increase consumer awareness – Increase brand presence in competitive market – Bust myths and misperceptions about obtaining care at M. D. Anderson – Continuation of “Making Cancer History®” brand advertising • Support institutional business goals – Demand generation for featured clinical areas and key technology 29
  • 28. Case Study- Gyn Clinic Experience Mapping revealed high and moderate performing phases Phase Performance Summary High levels of patient satisfaction, as community physicians recommend their Need patients seek care from MD Anderson. Little online research is conducted upfront, preferring to reinforce the referral with advice from family and friends. Scheduling tasks are often handled by the referring physician or their office. Appointments are secured quickly, much to the relief of anxious patients, and Scheduling helpful information is mailed to them. Trouble occurs when patients try to contact the center with scheduling issues for subsequent visits. Patients who utilize MyMDAnderson (patient portal) report higher levels of satisfaction. Patients were impressed with the appearance of the facilities and amenities. Their First Visit only complaint centered upon long waits they must endure prior to their appointments. Patients are treated well by staff and faculty but they do report issues post- Treatment treatment, many because of pre-existing conditions. There is also opportunity for improving communication during the inpatient stay. Patients felt well informed, educated and are comfortable returning home. Follow-Up However, very few take advantage of tools such as support services, which could be crucial to a smoother recovery. High performance Moderate performance Low performance
  • 29. The Gyn clinic recognized the importance of delivering information at specific touchpoints Action Plan: myMDAnderson Registrations Patients have a difficult time getting through on the phone after the first appointment. Those who utilize myMDAnderson did not report as many issues • Orient both the clinic and inpatient staff to sign up patients for myMDAnderson and encourage patients to sign up so they know about follow up and other appointments. – Presented Customer Insight to key inpatient leadership and staff in a brainstorming session – Upon new patient registration each patient is asked for their email address and signed up for myMDAnderson, clinic reports 90% of new patients are registered – Enhanced signage for myMDAnderson in the waiting area outside the Gyn Center Action Plan: Follow-Up Communications Ensure patients remain connected to the clinic and institution after treatment ends • Create a community of uterine cancer survivors that will assist in program growth and support. – Sent out group emails to patients using myMDAnderson. Maintained the connection to patients, even when they live far away.
  • 30. Marketing found powerful patient stories
  • 31. Measurable Results • Campaign Conversions – Online self-referrals completed – Call center volume – Donations received online – "Tell Us Your Story" submissions Visitors were provided an opportunity to share their stories, make a contribution, or complete a self- referral to become a patient 33
  • 32. Using the Framework to Show Results Advertising Awareness Interest Choice Advocacy Television Houston Call center More than 800 $500,000+ Radio 3% lift to 86% volume online self- online donations Online increased 31% referrals after received from Print Nationally no online ad individuals Sponsorships change 19,000 Microsite exposure exposed to the visits per month campaign Significant 600% increase increase in Average of 5 in online traffic patient volume, "Tell Us Your from last institution met Story" online campaign business goals submissions per month Visitors from all All featured states in US service lines increased in patient volume
  • 33. Case Study- Pediatric Proton Therapy Phase Performance Summary Parents are desperate to find alternative treatment for their children and conduct their own Need research or learn from family/friends about proton therapy treatment. It is sometimes mentioned by their local doctor. Local physicians/oncologists rarely refer to a specific hospital and instead mention various centers that offer proton therapy treatment. Some mention MD Anderson’s Proton Therapy Scheduling Center and the hospital’s reputation, expertise. PTC is quick to respond and is closer for most, which helps make it an easy choice. Simulation helps relieve parents’ anxiety and parents are warmed by the staff’s optimism and Arrival reassured by the facilities’ state of the art, clean appearance. Questions are answered, further relieving anxiety. While simulation alleviates some stress for parents – the anxiety persists. But staff is good at reiterating steps and explaining. Waiting area, however, is a bit frustrating for some as Treatment several things exacerbate an already difficult time for children including others eating, adult patient emergencies and longer waits when mechanical breakdowns occur. Parents are confident in going home to care for their children and usually have follow-up plan in place which they tend to handle from long distance via their local physician or oncologist. Follow Up They express regret in not being able to continue some kind of continued connection with PTC as experience was such a positive one. High performance Moderate performance Low performance 35
  • 34. Impact Beyond Marketing versus Pediatric Patient Adult Patient Needs Needs –Toys, children’s television shows –Reading materials and other entertainment –Peace and quiet –Story time and play time with child –Access to other adult life specialist patients –No food –Internet access –Reading materials for parents –Access to other parents of other pediatric patients 36
  • 35. Kids waiting area was expanded and customized
  • 36. Kids waiting area was expanded and customized
  • 38. Significantly expanded online marketing efforts Campaign results (first 4 months) • Paid search click-through average 9,000/month • Call center volume increase • 12 pediatric online self referrals
  • 39. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos TOOLS FOR IMPLEMENTATION
  • 40. Getting Started • Project initiation – A kick-off meeting, led by Gelb Consulting and Marketing teams, is held to review the Experience Mapping process and discuss the project plan – Gelb reviews the typical patient experience, current care center materials and state of the clinic/sensitivity • Project planning – MD Anderson teams determine interview screening criteria (patient growth areas, clinical trial participants, etc.) – Care Center develops patient lists for sample recruitment, and provides optimal interview times for both patients/employees – Care Center staff will reserve clinic areas for in-person interviews, if applicable • Development of study materials – Gelb creates recruiting script(s) and discussion guide(s) for Care Center review and approval • Recruiting – Care Center identifies support staff to contact patients and schedule interviews using a scheduling template, provided by Gelb • Data collection – Gelb conducts all interviews (in-clinic or by phone) – Once data has been collected, the Care Center provides Gelb demographic information of the patients interviewed • Analyze and present results – Gelb compiles a presentation-style report highlighting conclusions from all sources, and presents this on-site to the Care Center • Action planning workshops – Workshops with front-line staff and physicians to form operational and service results
  • 41. Lessons Learned • Support and buy-in from the entire care team is necessary – patients must feel comfortable with your presence on-site • During recruiting, staff support is crucial – patient participation is more likely if the initial request for an interview comes from staff • Rely on the care team to help determine who the “right” patients are for the process – what does their typical patient “look” like? What kind of patients would they like to attract? Which patients are having experiences that could be improved upon and better promoted? • Plan the key messages that you want to communicate to patients and referring physicians and repeat those key messages throughout their experience - it may seem redundant to you, but it’s not to them • Patients require multiple methods of learning – Spoken to emphasize – Written to reinforce – Digital to recall
  • 42. Cecelia Kenneally John McKeever MD Anderson Cancer Center Gelb Consulting Group, Inc. 1515 Holcombe Blvd 1011 Highway 6 South, Suite 120 Houston, TX 77030 Houston, TX 77077 CKenneally@mdanderson.org jmckeever@gelbconsulting.com www.mdanderson.org www.gelbconsulting.com