vaccination will be a positive experience_by gabor purman
TRANSCRIPT
Private & Confidential © 2015 CreateHC Ltd.
Vaccination will be a positive experience! Commercial and behaviour change
professional
Gabor Purman
Private & Confidential © 2015 CreateHC Ltd.
Listen more to all customers
Identify pain points
Implement solutions
Vaccination will be a positive experience when
Moments of Truth
Pain Points
Negative
experience
makes customer
unhappy
Positive
experience
makes customer
happy
Pain Points
Select
OrderPay Deliver RefundReturn
New
order
Moments of Truth
Private & Confidential © 2015 CreateHC Ltd.
Vaccination Journey Research
Focus groups
Rational and emotional insights
Pain Points
AwareSeek
advice
See
Nurse,
PhysicianBuy Administer Side
effects
Moments of Truth Parents
Hesitancy
Pain Points
Order StoreSee
Patient
Paper
workAdminister
Side
effects
Paper
workConvince
Moments of Truth Physician, Nurse
Complacency
Confidence
Convenience
Complacency
Confidence
Belief in efficacy
Belief in authorities
Belief in safety data
Convenience
Access
Effort
Access
13
6%
17%
0%
10%
20%
30%
40%
Control group Publicied clinic Clinic with lentils
Vaccination rate38%
Rx: Human Nature,
How behavioural economics is promoting better health around the world by
Nava Ashraf,
Harvard Business Review, April 2013
Effort
Solutions
Beyond
the
Antigen
14
15
15
1. Explore ALL customers
journey
2. Develop solutions for
pain points
3. Do it well before
launch
Thank You!
Gabor Purman MD, MBA
+44 7557 310 384
Skype: purmangabor