Turning Customers into Crusaders!

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Turning Customers into Crusaders!

• For the American Association of Homes and
  Services for the Aging
• October 14, 2008

Anthony Cirillo, FACHE, ABC www.4wardfast.com
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WOM
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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-LTC Priorities

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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

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WOM is more effective over time than advertising.
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Chuck Nyren Author, Advertising to Baby Boomers
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Customer Crusaders(think Apple, Harley, Saturn)

• Buy your products and services
• Passionately recommend you
• Offer unsolicited feedback
• Come to your defense

If theyre not a loyalist they could be a
antagonist.
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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

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2 cents a cup 20 cents a cup 1cup
The Experience Economy B. Joseph Pine II,
James Gilmore
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Fred Lee If Disney Ran Your HospitalACHE
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!
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A great resident experience fuels word of mouth.
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Delivering a Great Experience Starts With

• Data Collection
• Auditing the Experience
• Monitoring the Environment

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Data Collection
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Interests and Influence
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Data collection helps you targetyour prospects
and create betterexperiences for residents.
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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

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Finding the Crusader
Create a database of crusaders with detailed
profiles who has a blog, a website, runs a
discussion group, etc.
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MOT
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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
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Experience Audit
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CRM vs. CEM (Customer Experience Management)

• The development of high-level strategy that can
  drive a coordinated, cohesive organizational
  approach to managing customers.

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Chief Experience Officer

• Strategic Customer Management across enterprise
• Map the experience across the organization
• Contact points and moments of truth

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Whats Your Job

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Branding
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CAHPS
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Mid-Columbia Medical Center, The Dalles, Oregon
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Mid-Columbia Medical Center, The Dalles, Oregon
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Admission
Inquiry
Evaluation
Tour
Calling on the phone. Going to the web. Showing
up unannounced. Referral source calls.
Scheduling Greeting Tour touch points Questions Me
et ED Follow Up
Nurse assessment Orientation Interest and
activities Room selection Move in
Visit CMS state sites. Google facility. Ask for
references. Talk to referral sources. Talk to
caregiver groups, families, employees.
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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 had rehab there and was discharged.
After interview, they may add
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Toward Solutions
Caregiver Expectation
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 didnt know where to refer me. I was
left waiting 30 minutes.
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Customer Delight
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Experience Audit

• Which touch points are highly valued?
• What are the customers views of the
  effectiveness of highly valued touch points?
• What are their needs at each stage?
• How customers classify themselves dissatisfied,
  satisfied, loyal, advocate.

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Audit the experience and envision the ideal
experience.
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Monitor the Environment
CMS and State Data Google / Google Alerts RSS
Feeds Technorati.com Blogpulse.com
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There is a core of 20 million who are influential
and from whom other health consumers seek advice.
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There are people talking about you. Who are they
and how do you engage?
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Engagement
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Engagement
Are influencers participating in Family
Council? Consider internal and external advisory
groups. Access to information. Sneak
previews. Participate in the development of a
new service. Introduce resident families with
similar interests / concerns. Use to attract
others.
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Give Something Away
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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

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Shouldice Hospital - Canada

• 49 new patients referrals from former patients
• 34 from healthcare professionals
• 13 acquaintances
• 4 from traditional marketing

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Create Community
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Shouldice HospitalDinner, entertainment,
camaraderie, and a hernia exam!
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Cause Marketing
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Brand Extensions
Develop services and products that your
brand.
EXTEND
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Use- customer engagement- give to get- create
community- cause marketing- brand
extensionsto build crusaders and create
tipping points.
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• If I buy a digital camera or a car, Im not
  going to buy another one probably for years. But
  just because Im not in the purchasing market
  that doesnt mean my customer experience is at
  rest.
• The customer experience is always adding up to
  the next purchase.
• Russ Bartlett
• CEO, Autobytel.com

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Make Their Priority Your Priority
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Who is A Person Like Me?
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
Ranking
EU North America Latin America Asia
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
Highest ranked
Lowest ranked
Source Edelman Trust Barometer 2007
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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 Kamps big success, married with
kids, upper income
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Staff Empowerment Causes Customer Delight
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Staff Empowerment
Its the whole person we like. Its the whole
person we hired. Its the whole person that we
want to give freedom to. Herb Kelleher,
Southwest Airlines There are countless stops
along the way where employees behind the scenes
make day to day decisions that affect the
customer. Each of us owns the customer
experience because everything we do ultimately
touches the customer. Michael Dell
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Staff Empowerment
The number one reason to advertise is to
motivate your own employees. If employees are
excited about our promotional approach, they
become more engaged, more energized, more
positive about the company and its future. This
attitude is infectious and transfers quickly to
family, friends and customers. Steve Cone,
Managing Director, Citigroup Global Wealth
Management
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Staff Empowerment

• I know what is expected of me at work.
• I have the materials and equipment to do my work
  right.
• I have the opportunity to do what I do every day.
• In the seven days I have received recognition or
  praise for doing a good job.
• My supervisor or someone at work seems to care
  for me as a person.
• There is someone at work who encourages my
  development.
• At work, my opinions seem to count.
• The purpose of my company makes me feel my job is
  important.
• My fellow employees are committed to doing
  quality work.
• I have a best friend at work.
• In the last six months someone has talked to me
  about my progress.
• In the last year I have had opportunities to
  work, learn and grow.
• John H. Fleming, Ph.D., and Jim Asplund

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Cost More?
If your mission has a human purpose, profit will
take care of itself if you operate wisely. Earl
Bakken, Medtronic
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Make Your Case

• An army of no cost marketers at your disposal if
  you just take the time to find them and
  cultivate them
• Source of marketing material
• Uncover new ideas for products and services
• May solve problems you did not know you had
• Can generate or save
• Lifetime value
• Emotional attachment
• One caveat mass media still has its place

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From Fear to Understanding
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Lessons

1. WOM is more effective over time than
   advertising.
2. A great resident experience fuels word of mouth.
3. Data collection helps you target your prospects
   and create better experiences for residents.
4. Audit the experience and envision the ideal
   experience.
5. There are people talking about you. Who are they
   and how do you engage?
6. Use customer engagement, give to get, create
   community, cause marketing, brand extensions to
   build crusaders and create tipping points.
7. Make Their Priority Your Priority

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In the End

• Overall how satisfied are you with the facility?
• How likely are you to continue to choose
  facility?
• How likely are you to recommend facility to a
  friend/associate?
• I cant imagine a world without the facility.
• Facility is the perfect company for people like
  me.
• Facility always treats me fairly and with
  respect.
• I feel proud to be a facility customer.
• If a problem arises I can count on the facility
  to reach a fair resolution.
• Facility always delivers on what they promise.
• Facility is a name I can always trust.
• John H. Fleming, Ph.D., and Jim Asplund

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The Ultimate Question

• Would you recommend us to others?

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• Marketing Strategy
• Marketing Audits
• Medical Tourism
• Market and price monitoring
• Integrate CRM tools and continuous feedback
  tools
• Design price packages based on customer wants
  and align to value
• Integrate organizational goals into pricing
  approaches as a component of marketing
  strategy
• Develop communication templates to tell the
  price story
• Customer service training to support consumer
  driven healthcare
• Tools and templates to tell the other side of
  the price story (i.e. economic impact
  studies

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Questions
Anthony Cirillo, FACHE, ABC1-704-992-6005 ciril
lo_at_4wardfast.com www.4wardfast.com www.anthonyss
ong.com http//sickoh.blogspot.com/ http//antho
nyssong.blogspot.com/
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