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Putting Customers at the Center of Your Digital Strategy

Existing patients, potential patients, family members and doctors use the internet to discover, research, evaluate and decide on their health care options. This poses a challenge for many health systems that are trying to understand and map customer journeys to support their branding, marketing and communication efforts. In this presentation, we'll outline a practical approach to mapping your digital tactics (social, website, CRM, etc) to ensure you are understanding customer's needs and optimizing to support the way they interact with your organization.

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Putting Customers at the Center of Your Digital Strategy

  1. 1. Putting Customers at the Center of Your Digital Strategy
  2. 2. Chris Boyer • System Director, Digital Strategy & Analytics M Health Fairview • Platinum Member of the Mayo Clinic Social Media External Advisory Board • Co-host of the touch point podcast http://touchpoint.health • 2018 inductee into the Healthcare Hall of Fame (Most Innovative Individual) • Twitter: @chrisboyer
  3. 3. A Simple Three-Point Framework 1. Know your customers (and their needs/behaviors) 2. Understand their online journey 3. Align your marketing technology stack 3
  4. 4. First, Understand Your “Customer”
  5. 5. “If there’s one reason we have done better…it is because we have focused like a laser on customer experience, and that really does matter in any business.” - Jeff Bezos
  6. 6. Primary Audiences 6 Audience Type Description Example Needs (examples) Health Seekers People and their family members that receive some form of service or care from the health system (both wellness and sick care) • Consumers • Prospective patients • Existing patients • Family members • Selecting the right doctor or treatment for them • Determining the best place to seek care • Determining how much their treatment will cost Health Care Professionals Clinical and academic professionals – employed, affiliated, or community-based – that can potentially utilize services, research and educations offered by our health system • Employed physicians • Referring physicians • Residents • Fellows • Researchers • Academic staff • Referring patients to your system • Determining if your system is the best place for continued/ongoing learning • Easily accessing internal systems to do their work • Networking with experts in the industry to stay ahead of the trends Medical Staff/Employees Supportive medical staff that are employed or contracted with our health systems • Nurses • Medical Staff • Employees • Contractors • Service vendors/partners • Being able to communicate easily with one another • Learning system-wide efforts to address patient experience • Staying abreast of the latest info about the organization Corporate/B2B Purchasers, payors, and decision-makers for large organizations contracting with the health system for access to care and services for their members and employees • Employers • ACO Partners • Government Purchasers • Payers • Understanding how your B2B offerings will save them money • Easily accessing information even while outside the network • Transacting with your organization online
  7. 7. Secondary Audiences 7 Audiences Description Examples Needs (examples) Community Members Organizations partnering with our health system to provide expanded health services to help fulfill our mission • Schools/universities • Faith-based organizations • Community partners • Non-profits • Providing their communities with information about your org • Understanding your community benefit • Maintaining brand-advocacy with your system Constituent People and entities that care about, influence and impact our organization through governance, policy, licensure, accreditation, regulation, and/or their ability to influence public opinions. • Governing Board • Foundations • JAHCO • Department of Health • Regulators • Senators • Understanding the impact to your system when passing legislation • Ensuring your organization is compliant throughout the auditing process • Ensuring alignment with state and federal regulations
  8. 8. Be Empathetic To deeply understand our customer, we use empathy maps to: • Establish common ground around who we’re designing for • Understand and prioritize their needs at every step off the journey 8
  9. 9. Empathy Maps Says • Direct feedback from customers • Derived focus groups, surveys (even HCAPS) and usability studies Thinks • What are they thinking during the process • Can be determined in usability studies Does • What actions they take • Use Google Analytics, CRM,A/B Testing, etc. Feels • What worries them? Makes them feel better? • Often represented as an adjective 9
  10. 10. www.salesforce.com/blog/2019/01/marketing-statistics-to-know.html
  11. 11. Next, Map Their Journey
  12. 12. “You got to start with the customer experience and work backwards to technology, not the other way around.” - Steve Jobs
  13. 13. A mapping of how customers are exposed to and then select your services. Typically expressed linearly with “purchase” or “selection” at the end. 13 Path-to-Purchase
  14. 14. SELECTION A non-linear way to map how consumers engage with your brand throughout their various experiences. Customer Journey
  15. 15. Awareness Where the relationship with a customer begins. when they first become aware of the existence of your brand, product, or service. In most cases, your work will have started long before this with PR and branding efforts. Today, consumers are just as likely to first hear about your brand via a word-of- mouth recommendation from friends, family members, or social media influencers. 15
  16. 16. Driving Awareness Digitally Target and Attract • Identify market and consumer data from CRMs (propensity modeling, etc.) • Use online PR tools (including online media relations, newsroom, brand journalism, etc.) • Online Advertising (including PPC, machine learning, display ads and third-party site advertising) Lead Generation and Email Marketing • Engage in targeted SEO approaches for your website Maintain Reputation • Online Reputation Management (including 3rd party listing management, FB & Google Reviews) • Social Media and Blog Activity (organic and paid strategies) • Digital Monitors (promoting addt’l services to existing customers already in our buildings) Measure • Use analytics to understand effective response rates, engagement and conversions 16
  17. 17. Engagement Customers making a significant decision will often seeks ways to engage with a brand by engaging with marketing content, following you on social media, signing up for emails, etc. In addition, they’ll start paying attention to what others are saying about you and how you respond. 17
  18. 18. Building Engagement Digitally Make Things Easier • On your website, use distributed content, simplified navigation and other tools to guide users to discover more information about you) • Embrace tools such as Apps, SMS and other mobile technology to meet the customer where they are • Chatbots and AI can be used to predict customer’s next actions and guide them through the process Stay Top–of-Mind • Create online content to differentiate, proof-points, multi-media content, online risk assessments, video, webinars, etc.) • Develop content in different channels (social media, blogs) to engage with users consistently across channels • Use email Programs/Marketing Automation to nurture customers Measure • CRMs should be used to track all interactions and help inform marketing automation activity by measuring lead generation, nurturing, content ”stickiness” and user flows) 18
  19. 19. 19 Evaluation Every customer goes through some method of evaluation, whether it’s months of research or just a quick “gut check” before making a decision. One of the most effective ways to stand out is by offering robust self-service tools. More than 90% of consumers expect to receive consistent information in this stage over multiple channels.
  20. 20. Supporting the Evaluation Phase Digitally Make it Easy to Evaluate • Develop useful physician and location directories that include content designed to help answer user’s questions and make decisions • Develop additional self-service content to ease customers through the process of selection • Align with 3rd party evaluation tools to ensure your organization compares favorable to others Stay Top of Mind • Make sure your online reputation supports the evaluation phase, as online reviews can influence customers in this phase • Email/marketing automation can nurture customers through all steps of evaluation • The social presence of thought-leaders or others in the organization also aids this phase Measure • Use analytics to determine what consumers are evaluating and what tools they use, in order to improve this phase 20
  21. 21. Selection This is the final stage customers take before making a final decision. 83% of consumers require support while making an online purchase, and 53% will abandon that purchase if they can’t find a quick answer to their question. Using intelligent digital tools to guide consumers to make the right selection can be a competitive differentiator. 21
  22. 22. Aiding Selection Through Digital Integrate with Back-end Systems • Audit and understand all online transactional tools, including appointment scheduling (through your EMR), easy access to your contact center, patient relations, and other systems • Ensure your online content is optimized for usability (forms, videos, decision-support tools for patients, referring providers, and other customer types Optimize Your Digital Front Door • Leverage online business listings, search engines, and social media • Using online advertising to promote convenience– i.e. “same day appointments” Other Tools • Use email for appointment and event reminders, text messages, etc. • Offer additional tools such as Chatbots, etc. to streamline the selection process Measure • Determine how optimized the selection process is, and your conversion rate 22
  23. 23. Experience Experience is important at every stage, even past the stage in which the customer selects you. Remember, a new customer is 6-7 times more expensive than keeping an existing one., so provide digital tools to help in their ongoing service and support. 76% of consumers view customer service as the true test of how much a company values them, and 97% say it’s an important factor in deciding which brands to choose or remain loyal to. 23
  24. 24. Boosting the Digital Experience Embrace Transparency • Audit all online touchpoints to measure experience - patient portals, online bill pay, online customer comments/complaints, wait times, etc. • Gather and solicit feedback from your customers (and use that data to drive improvements!) Keep the Connection • Enhance the digital delivery of patient education materials, self-care tools/planners and other videos • Use social Media feedback to share experiences – good and bad – to improve online services Unify the Offline and Online Experience • Use CRM/marketing automation to deliver patient communications, newsletters, pro-active reminders • Consider your onsite digital monitors for wayfinding, transactions, checking-in, etc. • Consider your app strategy as a way to improve experience - “phone ahead” reminders, post-care portals, prescription refills, etc. Measure • Develop digital experience dashboard metrics to determine areas of opportunities 24
  25. 25. Bonding This is when you cement your relationship by nurturing a connection with proactive engagement, and taking every opportunity to create an emotional connection with your customer. If done well, they will continue to utilize your services, remain loyal to the brand, and—best of all— encourage others to join them (via word of mouth or online reviews). 25
  26. 26. Enhancing Bonding through Digital Be a Resource • Use your website, patient portal or apps to offer easy ways to refill prescriptions, schedule appointments tools, and other transactions • Develop content to support patient education/compliance, self-care tools/planners, videos Reinforce the Experience • Leverage social media to share experiences – good and bad, online service recovery strategies • Offer patients the ability to communicate with you through email, through apps or via text Stay Personalized • Use marketing automation to set up personalized emails triggered by key events • Analyze CRM data to create unique segments and journeys Measure • Use NPS and internal data to track the customer lifecycle 26
  27. 27. www.PWC.com/future-of-cx
  28. 28. Then, Align Your “Stack”
  29. 29. “Architecture should speak of its time and place, but yearn for timelessness” - Frank Gehry
  30. 30. So Many Tools, So Little Time! 30https://lumapartners.com/content/lumascapes/martech-lumascape/
  31. 31. Activating Systems Engaging Systems Operating Systems Technology Alignment 31 Your MarTech stack can be categorized into three levels or categories. These levels are helpful in understanding not only their importance to the overall digital customer journey, but also how they interrelate with one another. Content Manageent System CRM EMR Content Search Chatbot Mobile SEM ORM Online PR SEO Dig Monitor Social Email/ MA
  32. 32. Operating Systems 32 • Systems upon which most digital activity can be tracked through the entire user journey • Used to track consistent data/metrics about users • Often containing the ”single sources of truth” of customer data Content Management Systems • Physicians/location directories • Back-end integration (online bill pay, patient portal) • Structured content and site personalization CRM • Tracking of customer data • Longitudinal/socioeconomic data • Targeting & propensity modeling EMR • House-holding of patient data • Appointments and medical refills • Service recovery/issue tracking
  33. 33. Engaging Systems 33 • Platforms designed to optimize user flow and reduce friction between disjointed phases • Driven by user needs and designed to “personalize” the overall experience • Right content, right person, right time • Allows for bi-directional communication with your organization Content • Content marketing • Multi-media content • 3rd Party Sites • Quizzes/HRAs • Patient Education • Webinars Search/Taxonomy/ Decision Support • Onsite search and SEO • Distributeds, scaleable content IA • Sorting/rating/rankin g Social Media • Organic content • Social advertising • Community management Chatbot/AI • Machine learning • Predictive modeling • Task oriented Email/Marketing Automation • Preferences • Lead management & nurturing • Automated marketing flows
  34. 34. Activating Systems 34 • Programs, strategies and tools used to optimize a specific phase of the user journey • Often the only touchpoints customers directly interact with • Wide variety in the application, dependent upon the audience type • i.e. digital marketing for health-seekers vs. digital recruitment strategies for prospective employees Mobile • SMS marketing • Advertising • App development Online Advertising • SEM • Display ads • 3rd Party ads • Music streaming Reputation Management • Listing management • Reviews • Service Recovery Online PR • Brand journalism • Digital media relations SEO • Keyword optimization • Metatags • Page schema Digital Monitors • Communications • Kiosks • Wayfinding
  35. 35. “Stacking” the Customer Journey 35
  36. 36. Some Tips… Don’t “boil the ocean” • Consider smaller journey segments when beginning to map your strategy • Let measurement inform and optimize your efforts Fill the gaps • Correlate user behavior across various digital channels • You might need to involve others in the conversation Avoid analysis paralysis • Focus improvement on primary KPIs • You don’t need the best technology in your toolkit 36
  37. 37. 37 Chris Boyer @chrisboyer www.christopherboyer.com chris@chrisboyerllc.com
  • gueamu

    Aug. 28, 2020
  • gueamu

    Aug. 28, 2020
  • MonicaPardo8

    Oct. 22, 2019

Existing patients, potential patients, family members and doctors use the internet to discover, research, evaluate and decide on their health care options. This poses a challenge for many health systems that are trying to understand and map customer journeys to support their branding, marketing and communication efforts. In this presentation, we'll outline a practical approach to mapping your digital tactics (social, website, CRM, etc) to ensure you are understanding customer's needs and optimizing to support the way they interact with your organization.

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