Customer Experience at An Urgent Care Clinic: What Healthcare providers can learn from retailers

I have spent more than two decades studying, creating, evaluating, and training on brand experiences for patient-customers. So, I appreciate the rigor of research conducted by the London Business School, which outlines four clusters of emotions that can impair value – or, if addressed, can actually add value. First let’s look at the customer feelings that can be destructive. These emotions are evoked in customers typically because their experience is “inside out”. This means the business focuses more on what is good for it and less on the experience of the customer.  The customers will describe feeling stressed, neglected, frustrated, […]


Customer Experience at GAP: What Healthcare providers can learn from retailers

If healthcare providers study the brand experiences of leading retailers, we can learn from them – and even more important, learn how to replicate positive customer service in healthcare. In his practical book entitled, DNA of Customer Experience: How Emotions Drive Value, author Colin Shaw summarizes the underlying reasons to elevate your level of service, plus why it makes economic sense: Why Improve the Customer Experience Why It Makes Economic Sense 1. Produce more loyal customers ◦ It is always cheaper to service current customers than prospect for new ones 2. Attract new customers at a lower cost ◦ Word […]


HM

Customer Experience at H&M: What Healthcare providers can learn from retailers   Recently updated !

Any conversation about customer service always generates personal stories about a memorable experience you’ve had – at a restaurant, hotel, store, or airline. While they might stick in our minds because of how bad the experience was, but just as often we recall some wonderful moment when we were made to feel special and cared for. If healthcare providers study these experiences, we can learn from them – and even more important, learn how to replicate positive customer service in healthcare. Whether you care for patients at a clinic, hospital, group practice, telemedicine, or any combination of these, you can […]


storefront-bed-bath-beyond1

Customer Experience at BED BATH & BEYOND: What Healthcare providers can learn from retailers

In his practical book entitled, DNA of Customer Experience: How Emotions Drive Value, author Colin Shaw summarizes the underlying reasons to elevate your level of service, plus why it makes economic sense: Why Improve the Customer Experience Why It Makes Economic Sense 1. Produce more loyal customers ◦ It is always cheaper to service current customers than prospect for new ones 2. Attract new customers at a lower cost ◦ Word of mouth and referrals are cheaper than mass advertising 3. Reduce costly complaints as much as possible ◦ Cutting waste and inefficiency adds profit right to the bottom line […]


Screen Shot 2014-06-29 at 1.19.41 PM

Harnessing the power of an industry brand: highlights of a 2-day workshop with homecare CEOs   Recently updated !

Here at Bioscience Bridge, LLC we apply numerous proprietary tools to help our clients maximize their brand potential. One of these very valuable tools, especially useful when defining a new brand, evaluating a brand in a time of change, reviewing a portfolio of brands, or repairing a brand that has been damaged, is called Forward. Fast.®. In February 2014, I had the chance to facilitate a two-day workshop with homecare CEOs on the topic of harnessing the power of their industry brand. Here are some highlights of my workshop: What is a brand? One of the reasons it is so […]


Mark_CHEM

Brand CHEMistry: a 4-part model to create it with your customers

Here’s a summary of the talk I gave to the attendees of the Asia Brand Congress in Mumbai: Health science and technology brands make personal connections with consumers beyond that of many other products. This connection goes beyond mere advertising. Marketers must create brands, experiences, and relationships that embody the intricate balance between customer needs and business objectives. This presentation offers a creative innovation model that leverages a concept I call the science of “bio-branding.” The model is based on the belief that health science and technology brands require their own scientific methods and tools. It offers valuable lessons for […]


Mark_BrandInnovator

Change Agent: my presentation on the 5 R’s of Change

In 2011, I had the opportunity to visit Dubai, UAE where I spoke to a globally diverse group of business managers on the topic of change management. In our industry of life sciences, “Change Agent” is defined as a catalyst to spur the transformation of molecules during chemical synthesis.  It can accelerate the rate of reactions, providing a pathway between reactants and the end product that requires far less energy than the transformation would take on its own.  Medicinal chemists might use change agents to make the discovery phase much easier, and reactions may also further streamline production of drugs. […]


Mark_Nof8

Our N-of-8 creative facilitation model: a back to basics description

It’s a good time to recalibrate our definition of one of most popular tools.  In this post, I will address the basic questions about N-of-8. What is N-of-8? A creative facilitation model using a diverse group of 8 individuals Who does N-of-8? An innovation team led by a trained group moderator When is N-of-8 used? Customer insight and involvement: to engage key opinion leaders who will most influence future practice. Product claims and messaging:  to see how your story can be told from multiple viewpoints. New product and service creation: to help brand teams understand and compare current usage – […]


Mark_FF

The “Re-” reasons for pharma LCM: And 6 elements of our ForwardFast branding model

I recently conducted a workshop on strategies affecting pharmaceutical Life Cycle Management strategies. The participants were responsible for next generation products, product enhancements to meet market needs, and new products through the local product release cycle. They work closely with their business development teams and continuously monitor market needs and customer acceptance through sales force contact, customer visits, attending key congresses and meetings, and conducting market research for both primary and secondary insights. In our workshop, we were analyzing competitive products and strategies to develop product development plans to stay ahead. In my comments, I offered the following: In my […]


Mark_10

Strategic GPS: 6 ways our tool can “map” the impact of licensing on university innovation

As universities and federal labs step up the commercialization of their innovations through tech transfer, the discoveries by faculty members often create “star scientists.” Beyond the impact of star scientists on specific universities or firms, there are many regional benefits. This is just one of the insights on “A Faster Path from Lab to Market” (from the title of a Harvard Business Review article). Kauffman Foundation researchers Robert Litan and Dane Stangler write that the mere existence of star scientists in a given region has a propensity to increase the number of technology startups in the area.” In part, this […]