mommyjenlin

Patient experience and satisfaction is no longer a nice too have, but a got to have in the evolving consumer-centric healthcare market place.   Consumers are paying more out of pocket and when consumers pay more they expect more.   A better healthcare consumer and patient experience in the end means a more compliant patient pre and post treatment.   Higher level of service and medical process satisfaction brings the healthcare consumer back in a sea of providers who all offer the sameness.   It is one of the primary drivers for a reason to return. And when all things are equal and undifferentiated, experience and satisfaction become a major determination of return and for their recommendations of you. Difficult to achieve and tough to competitively beat once you have it, experience and satisfaction with your medical products, clinical services and processes regardless of the vertical, be it specialty pharmacy, medical device,   pharma, hospitals, doctors...

Content Truly Is King In the middle of this amazing "lost" Steve Jobs interview is some of the best thinking on content and product development I've ever discovered. Jobs discusses the very important distinction between process and the masterful craftsmanship required to develop great products. Listening to this extraordinary segment I thought Jobs was contradicting Dov Seidman's book How: Why How We Do Anything Means Everything . On repeated listening not so much. Jobs is warning against process police taking over and attempting to substitute hollow business process where passion, commitment and genius should rule. Seidman is suggesting that creating the kinds of teams Jobs was famous for leading is the only business process anyone owns. There are no secrets and intellectual property is a poor substitute for fast moving new market creating genius (iPad, iPhone for example). "People get very confused that the process is the content." Content Greatness Unde...

Pebbles and CATCH-22's What does it mean when a cool idea for a watch earns $11M on Kickstarter? Certainly one clear and loud implication is crowdfunding is ready for prime time, but there are more sweeping and profound implications. Why would anyone make anything without testing and creating a digital market long before materials are purchased to make something material. Pebble's brilliant Kickstarter campaign proves the man, machine, mountain parable. Match the right man (or product) to the right mountain and supply him (or her) with the right tools and the mountain will be climbed. Make the Pebble pitch to Walmart and it is a nonstarter. Pebble Smartwatch 2013 video from Pebble Technology on Vimeo . This "match the hatch" of product to market and marketplace has never been more important. You have one chance to make a first impression so matching your idea to favorable audience is critical. There is a CATCH-22 hidden in our new distribution model. You can't ...

Sometimes, another organizations PR missteps are an opportunity to learn how not to handle a PR crisis.   Just ask the any of the hospitals and health systems that have been in the media the past few weeks with HIPAA violations for data beaches. And what I have seen from the healthcare consumer side in the coverage and their responses have been arrogance, apathy and really stupid responses by senior management. I mean really, “We had a panic button and security camera.”   Does it matter in your response that the theft happened after hours?   Or the, “We had 60 days under the law before we had to report it.”   How do you think the public reads that answer of hiding behind regulations when their personal data is at stake? In an age of healthcare model evolution from provider-dominated models of decision making to consumer-directed models, those bygone days of being able to mismanage a PR crisis and response and get away with it are gone. Is your response to dive for un...

Stories Matter The web moves in phases. The first phase was presence. In 1999 when I built my first website, FoundObjects.com (now RIP sadly), having a website was sufficient to generate Return On Investment (ROI). The next phase was the battle for commerce. The move from "brochure-ware", websites that were little more than printed brochures that happened to be online, to limited interactivity. Once the conversational door was open the social tsunami began. Where once we lucky few Internet marketers lectured now, in the social era, we listen and curate. Having conversations means we develop different kinds of websites. One easy to spot difference is the ubiquity of social share buttons. Social signals such as Facebook Likes and Tweets confirm our claims and the conversations taking place on our new more social websites. Why Stories Matter NOW No one speaks first, so conversations must be present and robust. Speaking in stories creates more vulnerability than "marketing ...

Health insurance companies and governments are gearing up to spend millions in educating the healthcare consumer regarding purchasing health insurance in a HIX come October 1. But is there any guarantee that they will choose a plan that includes you? Or is this something left to chance? You have a very big stake for participating actively and reaching out to the potential insured marketplace to choose plans that include you. These first time buyers are going to include those who are employed, whose companies decided to throw in the towel on a cost basis in favor of a defined contribution benefit, and send their employees on their merry way to buy their own coverage.   That is if they don't drop their hours below the threshold for mandated employer insurance first. Or, they could opt to pay a penalty for not providing healthcare coverage which in some cases will be cheaper than providing coverage. So where is the marketing opportunity for you because not everyone will be eligible...

Content Marketing As A Virtual Cycle When the great curator Robin Good's Scoop.it feeds hit 1,000,000 views every content marketer should take note - curation is the key to successful content marketing. I created controversy recently at Phil Buckley's SEO Meetup , the largest such Meetup in the country, suggesting curation should be 90% to 10% creation for successful content marketing. Curation isn't alone. My ratio left out important gears such as social (the blue gear above) and e-commerce (the green gear). Content Marketing's Gears create a "virtual cycle" where the gains and momentum of one creates gains and momentums in others. Content Marketing's Gears, when balanced, function as a positive perpetual motion machine where any turn of any gear helps all gears. TIME is the most difficult dimension to illustrate. Content marketing has a longer gestation. Time is part of Google algorithm. Your website creates expectations. New websites don't have mil...

Given the extraordinary competing needs in healthcare organizations to meet the new reality of the healthcare market place from EMRs to employed physician, too new treatment and diagnostic modalities and declining reimbursements, marketing gets the short straw most of the time in those resource allocation decisions.   And that is a dangerous position to be in when a market is evolving to a semi-retail, consumer-centric model. But when you have constrained marketing resources, and you have to have a continuous presence in the market place to shift healthcare consumer’s attitudes, preferences and choices, the triple combination of earned media, public relations and social media working in a strategic, integrated fashion can achieve that end for you. Make no mistake about it, combining social media, public relations and earned media is hard. It is much more than a press release or an event. You have to develop relationships with reporters. You have to plant and cultivate story idea...

Created with Haiku Deck, the free presentation app for iPad What kind of hero story does your website tell? Sharing Hero Stories Stories are the key to engagement and conversion online. Marketing is, has and will always been about stories. The stories we tell ourselves, believe and tell others form the core of human aspiration and marketing is nothing if not aspirational. In Hero With A Thousand Face American mythologist Joseph Campbell explains that every culture is built on stories, stories with more in common than many realize. The "hero's journey" is at the core of many myths, legends and popular movies. Websites tell "hero stories" too. Here are 7 types of hero stories websites tell:   7 Kinds of Hero Stories Told Online Enlightened. Vicarious. Altruistic. Rescue. Stranger. Like Us. Heroes Together. Examples (with links) of each hero story: Hero Story Examples  . Submit Your Hero Story Examples: Hero Story Search (will eventually put a contest on this link...

Is all this talk of "Customer Experience" within B2B Tech fluff? This is the question I asked Hubspot's two cofounders Darmesh Shah and Brian Halligan after their keynote speech at Hubspot's annual Inbound Conference . Their answers added to the momentum I have been observing and hearing. Yes, they felt Customer Experience, or whatever your organization names it, is massively important and is here to stay. At Hubspot their shift to a Customer Experience Company, or an Inbound Company as they call it (for a great detailed overview on this read @thesaleslions recent blog post ), is just another signal that providing and mapping a full Customer Experience will be an important part of the future of B2B companies. I believe marketing has an opportunity set the path to success. Below are some areas I see patterns around "Customer Experience" as it continues grow in B2B Tech: Marketing > Sales > Services: This is a trio that the HubSpot executives spoke ab...

Diversified Content Marketing No one cared when I preached, "Content marketing" in 2003. Now everyone is creating "inbound marketing". Some good things happen when everyone does something online. Overall quality of whatever the group marketing is doing tends to go up. One very big bad thing happens too. Chances for your content to shine are reduced by the noise of success. This post is about how to fortify your content marketing with the four horsemen: Four Horsemen of Content Marketing * Content creation. * Content curation. * User Generated Content (UGC) engine. * Ecommerce. Content Marketing Horseman #1: Create Daily When you don't know what you don't know create a lot of content every day, but always have "narrowing the funnel" as your goal. Narrowing the funnel is when you can safely reduce your traffic net because you know what content brings converting traffic. The key is connecting the top of your content marketing funnel (traffic generatio...

I'm lucky to have REALLY smart friends. Here are five ideas a recent survey of some of the smartest turned up in anser to the question, "What cool stuff are you doing this holidays?" Names and identities are being withheld until 1.1.2014 as promised :). M Idea 1: Mobile Games As a recent Forbes article noted mobile games are ROCKING. Digital games are expected to hit $1.1B growing 54%. Not suggested your ecommerce or B2B website goes into the digital game business, but finding a way to be FUN and MOBILE this holiday is a "genius idea". Tips to keep in mind as you make a digital game out of shopping or forming a relationship with your website: Mobile Game Tips Keep mobile games simple.  Develop games that play OVER TIME.  Don't forget the leaderboard.  Curate "winners" so everyone learns.  Align your game with core brand values (see Stengel's Brand Ideals ). Idea 2: Disrupt Convention This holiday season don't do the usual thing in the expe...

Best Visual Thinking Tool Internet marketers are a strange group. We lucky few Internet marketers must harness power from both sides of our brain. We need the right brain's creativity to be equally matched by the left brain's engineering and analytics. The problem with most tools created to assist Internet marketers is they are developed by engineers. Engineers are GREAT people, but they tend to be hyper LEFT BRAINERS. Most of my almost 15 year Internet marketing career has been spent learning a series of counter intuitive tools. I say "counter intuitive' because for visual thinkers (as most Internet marketers are) learning to use a Google Analytics, your average Content Management System (CMS) or other support tools means learning THEIR way of thinking. Learning THEIR way of thinking can mean suspending ours. The net effect of using a "counter intuitive" tool is marketers must translate between how we THINK and what we are DOING. This "translation"...