patients as consumers
TRANSCRIPT
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Sonic HealthOnline Marketing & Market Research
Ian Lyons - pureprofile
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Outline
How leading companies adapt to change
Patients as consumers
Customer centric design
Online communications best practice
How research can help
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Adapting to Change
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McDonalds Challenges
Major shifts in consumer attitudes and behaviour
Healthier eating style
Obesity epidemic concerns
More nimble competitors
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Market Research Guides Change
Tracking advertising, consumer sentiment, behaviours
Weekly dips
Large quarterly studies
Change underway 2 years before Supersize Me
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Most successful 12 months ever
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Consumer Behaviour
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Patients Are Consumers
Google opens access to medical information
Self directed healthcare
Other medical companies are marketing directly
Service experience is a key differentiator
Experience is coloured by marketing expectation
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Role of Market Research
What is the current reality?
Quantify patient expectations
Qualify shift in patient attitudes
Make small changes and measure effectiveness
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Existing Radiology Research
Rise of boutique or concierge medical care
Waiting time largest concern
Interpersonal skills
Radiologist only mentioned by 10%
Turning Crisis Into Opportunity — Challenges Facing Radiology in the 21st CenturyBy Jim Knaub, Radiology Today, Vol. 8 No. 15 P. 10
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Customer Centric Design
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Your Customer Journey
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Online Best Practice
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Humanise Your Business
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Worth talking about
What you are like to do business with is your brand
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Targeted Communications
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Referring Doctor Customers
Micro marketing - make something special for small groups to differentiate
Simplify and wrap personality around your service
Options and control
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In Conclusion
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There is a Huge Opportunity
Consumerisation is an unexpected challenge
Research can help identify & track opportunities
Incorporate customer service into care
Shine in a increasingly competitive marketplace
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How pureprofile Can Help
Recommend agencies & MR firms
Reach your current and potential customer base
Deliver targeted communications
Create dialogue