Turning Customers into Crusaders! Why we all have a role in marketing.

1. Turning Customers into Crusaders!Why we all have a role in marketing. Evangelical Advance Retreat June 25, 2008 Anthony Cirillo, FACHE, ABC www.4wardfast.com

3. WOM

4. Agenda • 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

5. 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

9. 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.

10. “I Make a New Choice Every Time”

12. 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

13. = $3 - $5 a cup = 2 cents a cup = 20 cents a cup = $1cup The Experience Economy – B. Joseph Pine II, James Gilmore

14. 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!

15. Data Collection Auditing the Experience Monitoring the Environment Delivering a Great Experience Starts With…

16. Data Collection

19. 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

20. MOT

21. 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

22. The Experience

24. What’s Your Job +

26. Evaluation Admission Inquiry Tour Calling on the phone. Going to the web. Showing up unannounced. Referral source calls. Scheduling Greeting Tour touch points Questions Follow Up PAT / Paperwork Concierge Services Greeting Room selection / type / roommate Ongoing Check Visit CMS & state sites. Google facility. Ask for references. Talk to referral sources. Talk to caregiver groups, families, employees.

27. Inquiry Inquiry Calling on the phone. Going to the web. Showing up unannounced. Referral source calls. Go to church with someone who works there. A friend was hospitalized there. After interview, they may add

28. Toward Solutions ProspectExpectation Actual Experience Touch point I called and wanted immediate appointment. I arrive on time and we get started. Direct dial number always answered with immediate appointment. Appointment clearly scheduled and assigned to someone. They didn’t know where to refer me. I was left waiting 30 minutes.

29. 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.

30. Mid-Columbia Medical Center, The Dalles, Oregon

31. Mid-Columbia Medical Center, The Dalles, Oregon

32. Monitor the Environment CMS and State Data Google / Google Alerts RSS Feeds Technorati.com Blogpulse.com

35. Engagement

36. 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.

38. Give Something Away

39. Create Community

40. Cause Marketing

41. Brand Extensions Develop services and products that your brand. EXTEND

42. 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

43. Dinner, entertainment, camaraderie, and an examination of their hernia repair!

44. Shouldice Hospital - Canada • 49% new patients referrals from former patients • 34% from healthcare professionals • 13% acquaintances • 4% from traditional “marketing”

46. MAKE THEIR PRIORITY YOUR PRIORITY

47. 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… Who is “A Person Like Me?” Ranking Highest ranked Lowest ranked Source: Edelman Trust Barometer 2007

48. 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 Scavo Family – play groups, married with kids, upper middle income The Van De Kamp’s – big success, married with kids, upper income

49. “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 Bartlett CEO, Autobytel.com

50. The Ultimate Question Would you recommend us to others?