Experience Management Data, Insights & Execution...Experience Management Healthcare Marketing...
Transcript of Experience Management Data, Insights & Execution...Experience Management Healthcare Marketing...
Data, Insights & Execution
Experience Management
www.endeavormgmt.com/healthcare
Common ChallengesExperience Management
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Gathering relevant market intelligence
to better target and segment the market
Increasing reach and finding innovative ways
to better engage patients and physicians
Providing a consistent, streamlined
experience
Equipping team with insight & tools to grow
advocacy
Scope of ServicesCreating Leaders
Experience Management Healthcare Marketing Strategy Healthcare Business Strategy
Since the early 90s, we’ve been using this approach to organize insight development, strategy design, and experience monitoring.
Gelb has the experience to guide your strategic marketing efforts with well-executed marketing research and proven methods to design winning strategies.
Our team of former healthcare executives have executed strategic planning, transformation, and programs.
• Patient Experience Management• Physician Experience Management• Donor Experience Management
• Healthcare Growth Playbook• Health Brand Strategy• Digital Insights and Dashboards
• Strategic Planning• Financial Analysis• Revenue Cycle Improvement• Operational Excellence• Organizational Transformation• Quality and Patient Safety• Executive Transition• Destination Medicine
Our BeliefsGrowing Advocacy
We believe that culture and your brand promise are
linked through the experience delivered.
Leaders translate customer expectations to the
organization, assign priorities and reinforce expected
behaviors.
We intentionally examine the differences between
functional needs (what is done) with emotional needs
(how patients and physicians feel about the
interactions).
Alignment with expectations creates an exceptional
experience and a sustainable competitive advantage.
We call this Customer Enchantment
Our ApproachExperience Mapping
Awareness Evaluation
Experience
Mapping
Framework
Scheduling TransitionTreatment
Key ToolThe Experience Map
BenefitsExperience Management
• Brand Perceptions
• Decision Factors
• Marketing Channels & Touchpoints
• Outreach
• Referral Channel Performance
• Patient Communications
• Identify Brand & Market Opportunities
• Deliver the Ideal Experience
• Strengthen Relationships &
• Grow Advocacy
• Maximize Marketing & Outreach
Identify Key Segment Needs
Align Marketing and Operations
Develop Empathy
Identify market opportunities & grow customer lifetime value
Experience Mapping
Introduction
ProcessEnsuring Continuous Improvement
DiscoveryAppreciating Different Need Types
FUNCTIONAL
EMOTIONAL
UnderstandingA Day in the Life
In-depth insight into what customers
do, think, feel, and need during their
experience.
For Each Sage of the Experience:
• Day in the Life - Current versus ideal
• Touchpoint analysis and prioritization
• Verbatim quotes and selected audio clips
• Detailed findings with rich quotes
EmpathyPersonas
Bringing to life key segments through examining descriptors, behaviors
and needs.
Persona Development:
• Segment differences
• Demographics
• Psychographics
• Needs and Preferences
Insight to ActionIdentifying Key Expectations
CommunicationCoordinationCare
Awareness Need Scheduling Treatment Transition
ActionPrioritizing Multiple Efforts
ExperienceAdapting Best Practices
Patients ReferrersInternal
• Conducting weekly meetings between faculty and service staff
• Enhancing the role of volunteers, including recruitment & their role in the patient experience
• Offering amenities to paramedics• Sharing best practices across multiple
departments • Including front-line staff in operational
redesign, particularly for call center and scheduling
• Implementing real-time organizational effectiveness feedback system
• Developing uniform customer service standards across roles
• Providing scripting for organizations, especially front line staff
• Implementing weekly progress meetings• Creating non-traditional support groups • Improving waiting areas by providing laptops
for checkout, pagers for patients and separate areas for adults and children
• Customizing welcome packets based on geography and personal preferences
• Offering patient advocates, particularly for destination and international patients
• Screening interviewees to share their story for inclusion in marketing materials
• Implementing real-time feedback system for patients and referring physicians
• Mapping out the experience by setting expectations for every step and reiterating during steps
• Including referrers on advisory boards• Sending “thank you” notes and/or calling
to thank them for every referral• Adding photos and sub-specialty focus to
faculty directory• Promoting availability of diagnostic center
for undiagnosed patients• Revamping follow-up notes to include a
concise summary upfront• Creating opportunities for on-site CME,
backstage tours, and meet and greet with faculty
• Courtesy calls for a personal touch and rapport with physicians
Dashboard Overviews
Focus on the Future
Digital Insights & Dashboards
What We Do
Physician360 Actionable Insight
Strategy Activate
Capture Analyze Share
Insight
Standard reports and dashboards typically included are:• Coordinator Scorecard• Market Insight Dashboard• Service Line Report• Executive Report• Strategic Planning Dashboard• Continuum of Care Dashboard• Outreach Activities Summary Dashboard• Physician Relations Program Dashboard• Physician Experience
Physician360 Demo
http://vimeo.com/112767931
Marketing360 Actionable Insight
Strategy Activate
Capture Analyze Share
Insight
Connecting the Dots
Marketing360 Demo:
http://vimeo.com/114726829
Patient360 Actionable Insight
Strategy Activate
Capture Analyze Share
Insight
Standard reports and dashboards typically included are:• Access Scorecard• Call Center Feedback Tool• Lead Management• Escalation for Follow-up/Service Recovery• Service Line Reports• Executive Report• Transition of Care Dashboard
Patient360 Demo:
http://vimeo.com/114725576
About Us
We work with nationally-recognized Institutions:• 4 “Honor Roll” institutions• 8 out of the top 20 cancer programs• 3 out of the top 4 pediatric hospitals• 3 out of the top 10 cardiovascular programs
National Benchmarking Studies:• Patient experience management• Marketing practices• Physician relations programs• International programs
Ranked as one of top 50 Healthcare Consulting firms by Modern Healthcare
The Gelb
Difference
Our collaborative, information-based approach instills confidence in results and brings into focus the true meaning of offering an exceptional customer experience.
We have been specializing in customer experience for over a decade. Our approach applies industry best practices and proven frameworks to real-world situations.
Our team members have depth and breadth of experience and knowledge; many have executive-level experience at leading healthcare organizations.
We Appreciate the Opportunity
Thank You