patients as consumers
TRANSCRIPT
Sonic HealthOnline Marketing & Market Research
Ian Lyons - pureprofile
Outline
How leading companies adapt to change
Patients as consumers
Customer centric design
Online communications best practice
How research can help
Adapting to Change
McDonalds Challenges
Major shifts in consumer attitudes and behaviour
Healthier eating style
Obesity epidemic concerns
More nimble competitors
Market Research Guides Change
Tracking advertising, consumer sentiment, behaviours
Weekly dips
Large quarterly studies
Change underway 2 years before Supersize Me
Most successful 12 months ever
Consumer Behaviour
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
Role of Market Research
What is the current reality?
Quantify patient expectations
Qualify shift in patient attitudes
Make small changes and measure effectiveness
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
Customer Centric Design
Your Customer Journey
Online Best Practice
Humanise Your Business
Worth talking about
What you are like to do business with is your brand
Targeted Communications
Referring Doctor Customers
Micro marketing - make something special for small groups to differentiate
Simplify and wrap personality around your service
Options and control
In Conclusion
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
How pureprofile Can Help
Recommend agencies & MR firms
Reach your current and potential customer base
Deliver targeted communications
Create dialogue
