Turning
Customers
into Crusaders!
Why we all have a
role in marketing.
Evangelical Advance Retreat
June 25, 2008
Anthony Cirillo, FACHE, ABC
www.4wardfast.com
WOM
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-Healthcare Priorities
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
Customer Crusaders
(think Apple, Harley, Saturn)
• Buy your products and services
• Passionately recommend you
• Offer unsolicited feedback
• Come to your defense
If they’re not a loyalist they could be a antagonist.
“I Make a New Choice
Every Time”
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
= 2 cents a cup
= 20 cents a cup
= $3 - $5
a cup
= $1cup
The Experience Economy –
B. Joseph Pine II, James Gilmore
Fred Lee –
“If Disney Ran Your Hospital”
ACHE 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!
Delivering a Great Experience Starts With…
• Data Collection
• Auditing the Experience
• Monitoring the Environment
Data Collection
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
MOT
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
The Experience
What’s Your Job
+
Inquiry
Evaluation
Tour
Calling on the
phone.
Visit CMS & state
sites.
Going to the
web.
Google facility.
Ask for references.
Tour touch
points
Showing up
unannounced.
Talk to referral
sources.
Questions
Referral
source calls.
Talk to caregiver
groups, families,
employees.
Admission
Scheduling
PAT / Paperwork
Greeting
Concierge
Services
Follow Up
Greeting
Room selection
/ type /
roommate
Ongoing Check
Inquiry
Inquiry
Calling on the
phone.
Go to church
with someone
who works
there.
Going to the
web.
Showing up
unannounced.
Referral
source calls.
After
interview, they
may add
A friend was
hospitalized
there.
Toward Solutions
Prospect
Expectation
Actual
Experience
Touch point
I called
and wanted
immediate
appointment.
They didn’t know
where to refer
me.
Direct dial
number always
answered with
immediate
appointment.
I arrive on time
and we get
started.
I was left waiting
30 minutes.
Appointment
clearly scheduled
and assigned to
someone.
Customer Delight
Activity
Actual
Experience
Schedule a tour.
I know where to call and with whom I should
speak.
Taking the tour.
I know where to go, what time, what I will see,
how long it will take and who will tour me.
Mid-Columbia Medical Center,
The Dalles, Oregon
Mid-Columbia Medical Center,
The Dalles, Oregon
Monitor the Environment
CMS and State Data
Google / Google Alerts
RSS Feeds
Technorati.com
Blogpulse.com
Engagement
Engagement
Consider internal and external advisory groups.
Attend meetings you host – i.e. affinity groups
Access to information.
Sneak previews.
Participate in the development of a new service.
Use to attract others.
Give Something Away
Create Community
Cause Marketing
Brand Extensions
Develop services and products that
EXTEND
your brand.
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
Dinner, entertainment, camaraderie, and an examination of
their hernia repair!
Shouldice Hospital - Canada
• 49% new patients referrals from former patients
• 34% from healthcare professionals
• 13% acquaintances
• 4% from traditional “marketing”
MAKE THEIR PRIORITY
YOUR PRIORITY
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
Americ
a
Latin
Americ
a
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
Mike Delfino –
sports, single
male, no kids, low,
middle income
Paul and Zach –
soccer dad, single
male with kids
The Van De
Kamp’s – big
success, married
with kids, upper
income
Gabrielle and
Carlos – socialites,
married, no kids,
upper income
Edie Britt – on her
own, single
female, no kids,
upper middle
income
Scavo Family –
play groups,
married with kids,
upper middle
income
“If I buy a digital camera or a car, I’m not going to
buy another one probably for years. But just
because I’m not in the purchasing market that
doesn’t mean my customer experience is at rest.
The customer experience is always adding up
to the next purchase.”
Russ Bartlett
CEO, Autobytel.com
The Ultimate Question
Would you recommend us to others?
Questions
Anthony Cirillo, FACHE, ABC
1-704-992-6005
cirillo@4wardfast.com
www.4wardfast.com
www.anthonyssong.com
http://sickoh.blogspot.com/
http://anthonyssong.blogspot.com/