Category Archives : Customer Connection

4 specific areas to leverage when engaging “Key Practice Influencers”

Because the brand innovation team at a company will want to build relationships at many levels, we recommend taking a collaborative approach to this initiative, tapping people and skills at many levels of the organization. There are four specific areas to leverage when connecting with Key Practice Influencers (KPIs):         Experience Advantages of Cross-Disciplinary Collaboration: Not only researching and identifying KOLs, but also aligning their expertise with special programs & events. Key Strategic Insights Gained: Knowing the content is a prerequisite for selecting proper opinion leaders. Expand knowledge of condition and risk factors. Application to N-of-8 Initiatives: […]

Why McKesson acquired CoverMyMeds: “untapped treasure trove”

Drug distributor and health care technology firm, McKesson, recently announced it would acquire CoverMyMeds for $1.1 billion. This is a company that automates prior authorizations online through electronic health record systems but this is only one way the company is developing new analytic tools to help solve problems for specialists. McKesson says it’s also creating a new analytics tool for oncologists using advanced algorithms and natural language processing technology to read and re-format previously unstructured information. This helps healthcare companies that are collecting more data on patients but struggling to realize the full value of this data because much of […]

Airbnb extends its brand with global magazine publisher

Airbnb has extended its brand with a new partnership with global publisher, Hearst, to create a new Airbnb magazine. The very first issue was distributed to a crowd of Airbnb hosts at the company’s annual Airbnb Open in Los Angeles. Airbnb CEO, Brian Chesky, described his miniature Oprah moment: copies were taped to the bottom of the auditorium seats. The premiere issue has 28 pages of editorial content, and is entirely devoted to Los Angeles, the host city of Airbnb Open. Content includes how to navigate LA, profiles of Airbnb super hosts, spotlights on select LA neighborhoods, and profiles of […]

“A new breed of analytics for VoC data is transforming not only the amount of customer insight that can be made available, but also the speed at which it is delivered.”

Usually we keep up with our industry trends and news by reading from the more common business magazines, Wall Street Journal, Fast Company, PharmaVoice etc… But every now and then an article pops up from an unconventional source that is worth a read. This article on the science and stats around ‘voice of the customer research’ was one such article. I wanted to pass it along to you as a reminder on the value of customer feedback. Enjoy the read!

C.H.E.M. applied to inbound marketing for medical providers   Recently updated !

Doctor/patient conversations that once resided in the office or over the phone are now starting much earlier in the process—online. Those conversations and the information shared are found through internet searches and shared data such as case studies. In this new landscape, how do doctors best connect with those who would benefit the most? Many are turning to inbound marketing. A connection of mine, Ben Whitaker, is president and CEO of Riafox, a digital firm that is creating mobile apps, websites, and marketing to help companies grow, automate, and compete from anywhere. He shares his viewpoint on how to connect […]

Kaplan Medical for research in simulated office setting

I’m working with Kaplan Medical to offer a different way to assess the interaction and dialogue between individuals in a more natural in-office environment. It can be used for understanding the information exchange between a patient and doctor (or nurse). We can gather insights about how these individuals provide and receive important medical information in a real-world clinic setting. The market research will be conducted in Chicago and New York at Kaplan residency facilities, using their trained standardized patients. I’m working in conjunction with Fieldwork Network to support the recruiting and logistics of the studies. Contact me to learn more […]

Book recommendation: “Little Teal Book of TRUST”

Author Jeffrey Gitomer “takes a sledge hammer and breaks the barriers of trust by explaining it in so many ways it is impossible to ignore.” Blunt and to the point, it holds up a mirror for you to see where you are today and provides an easy to understand roadmap to get you to higher ground. I’d like to share one of the extra copies I have in my library to the first 5 people who respond — so, just click here, and I’ll send you a book with my thanks.

Industry trend: This year’s surprise is the return of direct mail in medical marketing

          Today, that breakthrough moment we’re all chasing – the one that changes behavior or earns new kinds of loyalty – may not come in the crowded inbox or on the quickly-read webpage. Instead, it may be the generous artifact or personal gift that creates a moment of human connection and appreciation. In our rush to digital, there is a new role for the tangible direct mail piece. Reach: Direct Mail can reach 95% of  Doctors; compared to Sales Reps now reaching 55% of Doctors (and declining). With new limitations on rep access, email registration requirements, […]

4-part model to create brand CHEMistry with customers

Here’s a summary of the talk I gave to an Asia-Pacific sales and marketing conference in Cebu, Philippines. Life 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 the research customer’s needs and the company’s business objectives. This presentation offers a creative innovation model to help the customers accelerate their research – and help the company accelerate sales. Presenting C.H.E.M. – our tool to truly create brand CHEMistry with customers. C = Connect Purpose: Fit […]