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Turning Customers
into Crusaders!
Why we all have a role in
marketing.
Anthony Cirillo, FACHE, ABC
www.4wardfast.com
Evangelical Advance Retreat
June 25, 2008
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WOM
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Marketing Healthcare Those who need you / those who could care less Identifying and Leveraging Loyalists “The Experience” Monitoring the Environment Other Crusader Marketer Characteristics Intersecting Non-Healthcare Priorities
Agenda
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Harvard and McKinsey says……
2/3 economy influenced by word-of-mouth
one word-of-mouth = 600 advertising exposures
71% prefer friend recommendation over advertising
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Customer Crusaders(think Apple, Harley, Saturn)
• Buy your products and services
• Passionately recommend you
• Offer unsolicited feedback
• Come to your defense
If they’re not a loyalist they could be a antagonist.
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“I Make a New Choice
Every Time”
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Word of Mouth
“In many cases, WOM isn't actually "marketing" at all. It's great customer service that earns customer respect.”
Andy Sernovitz
CEO, Word of Mouth Marketing Association
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= 2 cents a cup
= 20 cents a cup
= $1cup
= $3 - $5 a cup
The Experience Economy – B. Joseph Pine II, James Gilmore
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Fred Lee – “If Disney Ran Your Hospital”
ACHE Book of the Year
“Patients judge their experience by the way they are treated as a person not by the way
they are treated for their disease.”
“Patients reserve their good word of mouth and loyalty for hospitals where they feel their
needs were anticipated and met by a courteous caring staff.”
Deliver on the brand promise!
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• Data Collection
• Auditing the Experience
• Monitoring the Environment
Delivering a Great Experience Starts With…
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Data Collection
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Crusader Characteristics
• Attends public meeting on town or school affairs
• Writes or calls a politician
• Serves on a local committee
• Officer of a club or service organization
• Attends rally, speech, protest
• Writes letter to the editor
• Makes speeches
• Works for a political party
• Runs for office
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MOT
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Every time your company touches a customer, they either become a little more, or a little
less engaged – but they never stay the same.
John H. Fleming, Ph.D., and Jim Asplund
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The Experience
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What’s Your Job
+
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Inquiry
Calling on the phone.
Going to the web.
Showing up unannounced.
Referral source calls.
Evaluation
Visit CMS & state sites.
Google facility.
Ask for references.
Talk to referral sources.
Talk to caregiver groups, families, employees.
Tour
Scheduling
Greeting
Tour touch points
Questions
Follow Up
Admission
PAT / Paperwork
Concierge Services
Greeting
Room selection / type / roommate
Ongoing Check
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Inquiry
Calling on the phone.
Going to the web.
Showing up unannounced.
Referral source calls.
Inquiry
Go to church with someone who works there.
A friend was hospitalized there.
After interview, they may add
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Toward Solutions
ProspectExpectation
Actual Experience
Touch point
I called and wantedimmediate appointment.
I arrive on time and we get started.
They didn’t know where to refer me.
I was left waiting 30 minutes.
Direct dial number always answered with immediate appointment.
Appointment clearly scheduled and assigned to someone.
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Customer Delight
Activity Actual Experience
Schedule a tour.
Taking the tour.
I know where to call and with whom I should speak.
I know where to go, what time, what I will see, how long it will take and who will tour me.
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Mid-Columbia Medical Center, The Dalles, Oregon
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Mid-Columbia Medical Center, The Dalles, Oregon
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Monitor the Environment
CMS and State Data
Google / Google Alerts
RSS Feeds
Technorati.com
Blogpulse.com
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Engagement
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Engagement
Consider internal and external advisory groups.
Attend meetings you host – i.e. affinity groups
Access to information.
Sneak previews.
Participate in the development of a new service.
Use to attract others.
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Give Something Away
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Create Community
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Cause Marketing
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Brand Extensions
Develop services and products that
your brand.
EXTEND
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Shouldice Hospital - Canada
• Create communities• Hospital stays of 3-4 days• No private rooms• Phones, TVs, dining in communal areas
• Give something away• Free checkups all former patients every year• Mobile clinics
• Continuous feedback• Contact 130,000 people every year
• Stimulate interaction• Reunion Dinner
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Dinner, entertainment, camaraderie, and an examination of
their hernia repair!
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Shouldice Hospital - Canada
• 49% new patients referrals from former patients
• 34% from healthcare professionals
• 13% acquaintances
• 4% from traditional “marketing”
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MAKE THEIR PRIORITY YOUR
PRIORITY
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Who is “A Person Like Me?”
EUNorth
America
Latin Americ
aAsia
Shares common interests with you 1 1 1 1
Is the same profession as you 2 4 5 2
Holds similar political beliefs to you 2 2 3 3
Is from your local community 4 3 2 5
Is the same nationality as you 5 6 4 4
Is the same gender as you 6 7 6 6
Is the same religion as you 7 5 7 8
Is the same race/ ethnicity as you 7 8 8 7
Ranking
All other things being equal, which THREE of the following characteristics are most likely to increase your trust in someone sharing information about the company? Are you MOST likely to trust the person if he/ she…
Highest ranked Lowest ranked
Source: Edelman Trust Barometer 2007
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Mike Delfino – sports, single male, no kids, low, middle income
Gabrielle and Carlos – socialites, married, no kids, upper income
Paul and Zach – soccer dad, single male with kids
Edie Britt – on her own, single female, no kids, upper middle income
The Van De Kamp’s – big success, married with kids, upper income
Scavo Family – play groups, married with kids, upper middle income
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“If I buy a digital camera or a car, I’m not going to buy another one probably for years. But just because I’m not in the purchasing market that doesn’t mean my customer experience is at rest. The customer experience is always adding up to the next purchase.”
Russ BartlettCEO, Autobytel.com
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The Ultimate Question
Would you recommend us to others?
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Questions
Anthony Cirillo, FACHE, ABC
1-704-992-6005
www.4wardfast.com
www.anthonyssong.com
http://sickoh.blogspot.com/
http://anthonyssong.blogspot.com/