Putting Your Customers at the Center of Your Brand Proposition Leads to a Happy Union
// By Lisa D. Ellis //
With a large and growing percentage of people turning to the internet to research their health care options, what your customers say about you publicly can be the deciding factor in whom new patients ultimately choose. This makes it essential to put customers at the center of your efforts to ensure they have a positive experience that they want to share with others.
For better or worse, in 2019, most organizations find that their online reviews have a profound influence on patient choice of a physician. In practical terms, this means you need to stay on top of exactly what people are saying online about your providers and facilities. This will allow you to respond to their compliments and criticisms effectively.
This advice comes from Chris Boyer, director of digital marketing strategy and analytics at University of Minnesota Health/Fairview Health Services in Minneapolis, Minnesota (recently renamed M Health Fairview), and Aaron Clifford, senior vice president of marketing at Binary Fountain, an online reputation management platform.
The Changing Scope of Brand
Boyer, Clifford, and Dennis Jolley, vice president of institutional advancement at Gillette Children’s Specialty Healthcare in St. Paul, Minnesota presented at Greystone’s 2018 Healthcare Internet Conference to discuss the evolution of brand in today’s competitive landscape.
Boyer points out that in this age of consumerism, marketing efforts need to be framed around the patient journey. To do this, he stresses that the consumer must be at the center of digital planning efforts. This takes a shift in thinking, moving out of the organization-centric mindset to think like a patient and focus on the things patients care about.
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