Best Practices for the Best Practice:

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Best Practices for the Best Practice The
Experience IS the Marketing Dan Sundt,
CEEE July 21, 2009
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Tonight

• The Experience Economy
• The Sharp Experience
• Tools, Concepts and Frameworks
• Getting Started

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(No Transcript)
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Progression of Economic Value
Memorable events
Experience Economy
Intangible activities
Service Economy
Tangible things
Industrial Economy
Natural stuff
Agrarian Economy
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Progression of Economic Value
Experiences
Services
Goods
Commodities
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Progression of Economic Value
Experiences
Services
Goods
Commodities
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Progression of Economic Value
Experiences
Services
Goods
Commodities
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Sonia Rhodes, CEEE VP Customer Strategy, Sharp
Experience, Sharp University Sharp HealthCare
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Sharp HealthCare

• San Diego based health care system
• 2,600 Doctors, 14,000 Employees
• Hospitals, clinics, affiliated facilities
• Providing care to 780,000 patients annually
• Malcolm Baldrige Quality Award 2007

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The Sharp Experience

• Initiative launched in 2001
• Become best
• Place to work
• Place to practice medicine
• Place to receive care
• Behavior/interaction focus among all, such as...

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Must Haves

• Greet with smile, hello, name
• Take people where going
• Use key words (i.e. anything else, I have the
  time)
• Attitude of gratitude
• Round with reason

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Results (2002-2006)

• Market Share ?2
• Every clinical CSF met or exceeded
• Patient Satisfaction ?100 (U.C. ?725!)
• Gross and net revenues ?10 annually
• Gross charges denied by payors lt0.5
• And so on (100 measures)

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Work Is Theatre

• Act your part
• Direct your employees
• Acting is taking deliberate steps to connect
  with an audience
• On-stage/off-stage

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THEME
heme the experience
armonize positive impressions
liminate negative cues
ix in memorabilia
ngage all five senses
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Four Experiential Realms
Entertaining
Educational
Escapist
Esthetic
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Four Experiential Realms
What can be done to make the experience more fun
and enjoyable?
Educational
Escapist
Esthetic
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Four Experiential Realms
What can be done to make the experience more fun
and enjoyable?
What do you want guests to learn from exploring
new activities?
Esthetic
Escapist
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Four Experiential Realms
What can be done to make the experience more fun
and enjoyable?
What do you want guests to learn from exploring
new activities?
How can you transport guests from one sense of
reality to another?
Esthetic
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Four Experiential Realms
What can be done to make the experience more fun
and enjoyable?
What do you want guests to learn from exploring
new activities?
How can you transport guests from one sense of
reality to another?
What can be done to make guests want to hang out
and just be?
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Four Experiential Realms
ENJOY?
LEARN?
BE?
GO?
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Mass Customization
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Essence of Mass Customization
Database
Place
Modules
Dynamic Linkage System
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Experiencing Less Sacrifice
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Learning Relationships
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Experience Audit

• Breakdown touchpoints (before, during, after)
• -, n,
• Look, Listen, Touch, Smell (Taste)
• Observe behavior
• Transform touchpoints (strategically)

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THEME
heme the experience
armonize positive impressions
liminate negative cues
ix in memorabilia
ngage all five senses
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Always
Sometimes
Never
Wow!
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Do well by doing good!