CFM Partner, Tom Eiland, presented at the HCO fall conference demonstrating the benefits of engaging customers with online research.

1. Adapting to
Change:
Making Patients Part of
the Marketing Team
Tom Eiland
503-802-4112
2012 Fall Conference tome@cfmpdx.com

2. How online research and engagement
makes you a better marketer
Know what customers Use customer input Become the go-to
want before you to guide decision- person for customer
spend money making insights

3. Market to
customers, not
markets
It’s easier to market to existing
customers than find new ones
Customers have already:
• Made a “buy” decision
• Have an existing relationship with
products, services and staff

4. Two-way
communications
Customers want to be heard
60 to 65 percent of participants
offered to participate again.

5. Customers are hard to reach
One third of Americans
don’t have landlines,
only cell phones.*
Oregon and SW Washington have some of
the highest rates of cell-only households.

6. Online is:
Convenient
Safe
Versatile

7. 53%
of American
adults age 65
and older use
the internet or
email.
Source: http://pewinternet.org/Reports/2012/Older-adults-and-internet-use.aspx

8. Communication and Engagement
How to use the results
Internal Communications External Engagement

9. Communication and Engagement
How to use the results

10. Communication and Engagement
How to use the results
External
Communications
Email Newsletters
Websites
Social Media

11. Communication and Engagement
How to use the results

12. Communication and Engagement
How to use the results
Internal
Communications
Senior Management
Peers, Employee News
Operations
Share positive results to
improve morale

13. Communication and Engagement
How to use the results
“Online focus groups
were used to create
employee training
material to reflect
the wants and needs
of patients.”

14. What is the Process?
Baseline Survey
Online/Live Focus Groups Topical Surveys

15. What is the Process?
Baseline Survey

16. What is the Process?
Net Promoter Score
• Likely to recommend Baseline Survey
vs. Satisfaction
Gap Analysis
• Meeting expectations
Communications Getting actionable
• Where people get information
information
Segmentation
• Demographics and Behavior
Recruit participants

17. What is the Process?
Why NPS? How does it work?
Better indicator of Likely to recommend: 0-10
customer satisfaction
Promoters (9-10) 55%
Benchmark results Passives (7-8) 15%
internally and externally Detractors (0-6) 40%
Identify strength, Net promoter score 15
weaknesses and brand
NPS ranges
characteristics
Hospitals: +71 to -35
Determines potential Clinics: +72 to +21
word of mouth Health Plans: +41 to -11

18. Net Promoter Score
Beyond the Score
Why or why not recommend?
• Strengths, weaknesses, branding
Management to excellence
• Set NPS goals for managers and
teams
Operational consistency
• Set NPS goals for units, clinics,
services word of mouth

19. Net Promoter Score
Clinic One: 71 Clinic Two: 35
Clinic One Clinic Two Clinic Three Clinic Four Clinic Five
71 35 52 68 48

20. Gap Analysis

21. Gap Analysis
What is important
to patients vs.
what is delivered.

22. Gap Analysis
Extremely Exceeds
Gap
Important Expectation
s
Has a reputation for listening to patients 90% 65% -25
Has a reputation for high quality care 80% 65% -15
Easy to schedule appointments 70% 50% -20
Offers appointment times that are convenient 64% 50% -14
Has computer access to my medical records 60% 64% 4
Is conveniently located 50% 50% 0
Offers a wide range of health care services 40% 50% +10
Can e-mail questions to the doctor 40% 35% -6
Can make appointments online 35% 37% 2

23. Communications Audit
How did you find your
physician?
• Recommendation, referral,
billboard, yellow pages?
Do you use social media?
• Fan of a clinic, hospital, system?
Use websites for
information?
• Our site, WebMD, Other?

24. Segmentation and Recruitment
Large samples yield precise data:
• Younger patients, Medicare, Medicaid,
Multiple service lines, Recent care,
Insured, Employees
Behaviors are important
• Influentials = Early Majority
Ask to participate in the future

25. Now What?
Use Panel for Focus groups
• Advertising, Satisfaction, Concept testing,
New products, New services
• Online or live
• Deeper- Richer information
• Very precise recruitment
Surveys on Topical Issues
• Medical Home, Gen Y, Medicare, Customer
Service
• Precise recruitment, fast turnaround

26. “We were able to
develop and identify
valuable marketing
messages with online
concept testing.”
Quote from client

27. Example: Test Advertisements

28. Example: Test Advertisements
• Understanding
• Communication
• Connected
• Real people
• Condescending

29. Example: Test Advertisements
• Understanding
• Communication
• What is that, the
• Connected
attack of the giant
• Real people
faucet?
• Condescending
• Doctor is a model.

30. Actionable Results

31. Actionable Results
“This information
helps every phase
of our marketing
efforts.”

32. Communication Engagement
Email to participants
Thank you
Provide some results
Mea culpa: We can do
better
Include hyperlink for
more input

33. Communication Engagement
Website
Sign-up
Two-way
communication
Use as hub for
communications
Promote offline
Spanish Translation Available

34. Communication Engagement
“My doctor has all the requisite skills and
Results and experience that one would expect in a
primary care physician. Beyond that she
comments is an extremely skilled listener and
analytical problem solver focused on the
drives traditional individual client's needs. She fixes the
and social media easy stuff immediately, creates long-term
wellness plans, and is very adept at
content referring us when emergencies or very
difficult exigencies arise.”

35. Rewards and Benefits

36. Questions?
Contact: Tom Eiland
503.802.4112 or
tome@cfmpdx.com
www.cfm-online.com