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

WOM

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

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

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.

“I Make a New Choice

Every Time”

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

= 2 cents a cup

= 20 cents a cup

= $1cup

= $3 - $5 a cup

The Experience Economy – B. Joseph Pine II, James Gilmore

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!

• Data Collection

• Auditing the Experience

• Monitoring the Environment

Delivering a Great Experience Starts With…

Data Collection

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

MOT

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

The Experience

What’s Your Job

+

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

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

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.

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.

Mid-Columbia Medical Center, The Dalles, Oregon

Mid-Columbia Medical Center, The Dalles, Oregon

Monitor the Environment

CMS and State Data

Google / Google Alerts

RSS Feeds

Technorati.com

Blogpulse.com

Engagement

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.

Give Something Away

Create Community

Cause Marketing

Brand Extensions

Develop services and products that

your brand.

EXTEND

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

Dinner, entertainment, camaraderie, and an examination of

their hernia repair!

Shouldice Hospital - Canada

• 49% new patients referrals from former patients

• 34% from healthcare professionals

• 13% acquaintances

• 4% from traditional “marketing”

MAKE THEIR PRIORITY YOUR

PRIORITY

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

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

“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

The Ultimate Question

Would you recommend us to others?

Questions

Anthony Cirillo, FACHE, ABC

1-704-992-6005

cirillo@4wardfast.com

www.4wardfast.com

www.anthonyssong.com

http://sickoh.blogspot.com/

http://anthonyssong.blogspot.com/