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Our Philosophy
Healthcare marketing is moving one way. We are moving another.
It is well documented that hospitals continue to spend increasing amounts
on mass media advertising at a time when the public can tune it out with
digital recorders, satellite radio and the distractions of emerging
technologies. According to McKinsey, in just six years, traditional
advertising will be one-third as effective as it was in 1990. Media
saturation accounts for a 37 percent decrease in the impact of
advertising.
And let's remember that this advertising craze is marketing something
that people do not want and may be years away from "purchasing."
We have staked our reputation on bucking the trend. You might call our
marketing explosive. In fact we are WMD
and IED experts. That is
everything we do is focused on Weaning
Media Dependency
and
providing Integrated Experience
Delivery.
Audit is too foreboding a word. What we do is reposition your marketing
approach through exhaustive evaluation. We reposition it around core
marketing beliefs.
- Delivering an
experience. Whether it is landing on a customized
web page or tailoring the clinical delivery of services, what people
remember about their hospital time is the total experience not just
the clinical outcome. Need further proof? Read Fred Lees' "If Disney
Ran Your Hospital" the 2005 ACHE Book of the Year. We integrate
your marketing and experience delivery. In fact we believe that the
Chief Marketing Officer should also be the Chief Experience Officer.
- Collecting Data.
You deliver targeted marketing and a targeted experience by collecting
data at every opportunity. Not just CRM or
the
patient satisfaction survey but
continuous quality monitoring.
Collecting data helps you target your marketing and define the
healthcare experience. And when you collect exhaustive data, you also
learn about your potential customers' non-healthcare priorities and can
then plan to intersect them. When you do you build tipping points for
choosing you when they need you.
- Leveraging Customer Crusaders.
How does a person progress
from a potential customer to a customer to a life-long
crusader that recommends you to others? It comes down to having an emotional connection and strong bond between the company and the customer. We will help you develop
and put in place strategic tactics to identify and engage customer crusaders. And when you do that you essentially have an army of free marketers spreading your message.
Read more here.
Read more
here about marketing repositioning.
Here are articles that shed light on our
philosophy.
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