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.
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.
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?
"The Pepsi Challenge is back, with a twist" reports the New York Times. But I think it's more of a much-needed update than a "twist."
At shopping malls across america, the company ran blind taste tests against Coke. Pepsi won, of course, and used it as marketing leverage for the next decade. Despite results, Coke continued to dominate the market. But how could that be? Pepsi had scientifically proven it was a better product.
In todays overcrowded and commoditized B2B marketplace, brands are finding it increasingly harder to break through the clutter and get their messages heard. B2B brands are trying to edge each other out by pushing and pulling messaging out to rational business decision makers and speaking loudly about their business value.
Have you ever been online researching a topic for work and then somehow 30 minutes fly by and you’re deep into a far-flung article, two or three times removed from the original topic? There is a scientific term for it:
Article was originally published in Boston.com's Global Business Hub Blog on Feb 20, 2014
“Built around best-in-class, commerce and industry solutions, we offer the most complete, cloud-enabled customer experience solution in the industry, creating a streamlined, efficient environment where companies can definitively differentiate themselves across all channels, touch points, and interactions…”
Go ahead and admit that sentence made you glaze over. Did it tell you anything you needed to know about a product or service? Nope, not really – a classic scratch your head and think “huh?” moment.
When you hear the term gamification you probably think of Xbox or Angry Birds or Grand Theft Auto. I think of "addiction" - or the impulse to keep doing something because you subconsciously like it. Research has shown that we are all born with a desire to play games. It’s wired into us. Brands can take advantage of that desire, not by creating games, but by using “game mechanics” to drive certain desired behaviors.
