Are you marketing to Yanny or Laurel?

No matter if your hear "Yanny" or "Laurel", one thing we all can learn from this week's social debate is that the human brain has a magical way of constructing what we hear, see, and even feel. And this has huge implications for marketing.

READ MORE  

Moving beyond a one-size-fits-all social strategy.

By nature, social media sites are, well…social. That means that people use them for very personal and emotional reasons. Likewise, brands should have very different strategies for each channel. Especially at a time when Facebook is emphasizing more meaningful interactions, you should pause before posting the same exact content across all social channels. 

READ MORE  

What Starbucks can teach healthcare marketers about patient loyalty and leakage

Much like your average cup of joe with cream and sugar, customer experience in healthcare has become a commodity. Patients don’t have any sort of loyalty to a particular brand. In fact, 23% of patients see 3 or more PCPs in just 2 years. And unless you’re delivering a great experience, they’re not simply switching to a new doctor in the same hospital. They’re making a wholesale shift to the hospital across the street. A Press Ganey survey found that hospitals with patient satisfaction in the bottom 10th percentile lost 17% of patient volume.

READ MORE  

The Science of Audience Journey Mapping: Your Questions Answered

In a recent Webcast, we teamed up with Citrix's global strategy lead for audience & content marketing to discuss a modern approach to journey mapping that considers customers' psychological drivers.

READ MORE  

3 surprising lessons on patient experience from TurboTax

Ahhh, tax season. It used to be that time of year that you handed a giant folder over to your accountant – not merely for convenience but because he actually knows how to navigate the complexity of tax forms. Until, that is, TurboTax reimagined the tax experience, empowering millions of consumers to complete their taxes all on their own.

READ MORE  

Patient portals are due for a drastic overhaul

The patient portal has become the primary consumer access point to a patient’s electronic medical record. Moreover, it is becoming an entirely new channel for the delivery of healthcare – a place where patients schedule online appointments, view messages and lab results, and take advantage of e-health services.  

READ MORE  

3 ways to create a consumer-centric health experience

I recently facilitated a discussion with a boardroom full of hospital executives about how to improve patient experience by making hospital quality data (mortality rates, average length of stay, and the like) more transparent. 

READ MORE  

The one emotion that matters most in healthcare marketing

We’ve established that fear is the wrong emotion in healthcare marketing. But with 31 other emotions to choose from, how do we know which is the right one to target?

READ MORE