By John Greenfield and Kimberly A. Whitler
Few would argue that the US healthcare industry is currently undergoing a seismic shift. Just one of the changes facing healthcare is based on consumer behavior shifts as more employees find healthcare independent of their employers. The result is that healthcare companies of all shapes and sizes are faced with a new and startling reality: yesterday’s customer is not tomorrow’s customer. Suddenly, healthcare marketers are expected to deeply understand consumer preferences, create relevant products that meet a changing target’s needs, and produce marketing programs that connect consumer insight to firm performance.
As consumers take a more active role in their healthcare decisions, marketers must listen and adapt in order to remain relevant. To frame this shift and identify some of the key takeaways for healthcare marketers, we turned to Brent Walker of c2b Solutions, a company that consults with healthcare organizations on marketing and sales strategy solutions with a focus on generating deep consumer insights.
Greenfield and Whitler: What are the key drivers of the shift in consumer-driven healthcare?
Source: The New World Of Healthcare Marketing: A Framework For Adaptation – Forbes
STAMFORD, Conn.–(BUSINESS WIRE)–Even with the increasing influence of digital technology on retail habits, the in-store experience is important in all major purchase decisions, with an overwhelming majority of shoppers buying in person. At the same time, shoppers continue to carefully research major purchases of $500 or more, including financing options.“Providing an integrated and consistent experience across all channels bridges shoppers from online sources of information to visit a physical store, validate their choices, and ultimately purchase.”Synchrony Financial (NYSE:SYF), a premier consumer financial services company with 80 years of retail heritage, today released findings from its Fourth Annual Major Purchase Consumer Study, confirming that while 80% of major purchase shoppers start with online research, most tend to finish the deal inside of a store.The latest study explored attitudes about shopping and spending habits, financing, and the path to making major purchases across 13 categories: appliances; automotive service, tires and products; electronics; eyewear; fine jewelry; flooring; home improvement; furnishings; bedding and mattresses; lawn and garden; musical instruments; sewing; and sports and fitness equipment.More than 3,400 Synchrony Bank cardholders and random shoppers who had made a purchase of $500 or more in the past six months, or planned to make such a purchase, participated in the survey conducted in May 2015 by global market research company Rothstein Tauber, Inc.Key findings of the Fourth Annual Major Purchase Consumer Study include:The major purchase journey is getting shorter, with shoppers spending an average of 68 days researching a product (down from 80 in 2014).Digital tools continue to be an important part of the research process, empowering shoppers to navigate information and narrow options. Online purchasing of larger ticket items remained stable at 13% year-over-year, with the exception of consumer electronics.The in-store experience matters more than ever, with 73% conducting research during their visit and 87% of respondents purchasing in person. Sixty-four percent of all shoppers surveyed said in-store visits had a greater influence on their purchasing decision than online research.Financing continues to play a critical role in the major purchase process, with 75% of Synchrony cardholders surveyed saying they “always” seek promotional financing when making a purchase, and 89% indicating promotional financing makes larger purchases more affordable.Results show that shoppers enjoy the immediacy and interaction of in-store purchases. Shopping in-store allows them to take the product home on the same day, see and feel the product, and interact with a store associate. Some respondents noted they simply like to shop at the retailer.“These insights are a valuable reminder for retailers of the importance of the in-store experience as part of a true omni-channel strategy,” said Toni White, chief marketing officer, Synchrony Financial. “Providing an integrated and consistent experience across all channels bridges shoppers from online sources of information to visit a physical store, validate their choices, and ultimately purchase.”Shoppers continue to carefully conduct research via a number of channels prior to making their major purchase. Steps in their path-to-purchase include product research online and off such as store visits, consulting friends and family, exploring offers and financing, and checking online reviews. Consumers who purchase online are driven by value and availability and said they liked the ease and convenience, found better deals on the web, or bought items not stocked in the store.The Synchrony Financial Market Research team provides insights into consumer attitudes and perceptions toward the retail brand, products and platforms to improve customer satisfaction. Through the Synchrony Connect program, Synchrony Financial partners can connect with subject matter experts to gain knowledge and expertise in non-credit areas that help them grow, lead and operate their business. More information can be found at www.SynchronyFinancial.com.About Synchrony FinancialSynchrony Financial (NYSE: SYF) is one of the nation’s premier consumer financial services companies. Our roots in consumer finance trace back to 1932, and today we are the largest provider of private label credit cards in the United States based on purchase volume and receivables.* We provide a range of credit products through programs we have established with a diverse group of national and regional retailers, local merchants, manufacturers, buying groups, industry associations and healthcare service providers to help generate growth for our partners and offer financial flexibility to our customers. Through our partners’ over 300,000 locations across the United States and Canada, and their websites and mobile applications, we offer our customers a variety of credit products to finance the purchas
Source: In-store Shopping Experience a Major Factor in Major Purchase Decisions, Synchrony Financial Study Finds | Business Wire
Los Angeles, CA (PRWEB) August 18, 2015 According to an article published August 13 in The Street, patients seeking out plastic surgery are becoming increasingly willing to save money and put off
According to Southern California medical group Beverly Hills Physicians (BHP), this idea of saving up for a plastic surgery procedure is nothing new. BHP notes that, because many of their clients’ questions often pertain to the affordability and financing of procedures, they have taken conscious steps toward helping patients afford the procedures that they are seeking out:
- Consultants – Beverly Hills Physicians explains that they have a team of consultants that are dedicated to working with any patients who may have concerns about the cost of a procedure. With the help of their financing partner, CareCredit, Beverly Hills Physicians notes that many patients have been able to work out a payment plan that works within their budget to get them the procedure that they desire without breaking the bank. While many patients are inclined to believe that they cannot afford a procedure, BHP notes that there have been countless patients just like them who have been able to achieve their surgery goals with the guidance of a BHP consultant.
- Promotions – In addition to benefiting from the year-long work of BHP’s consultants, patients can also benefit from BHP’s seasonal promotions that make certain procedures available to all patients at a discounted rate. While specific offers may vary based on the month or the season, BHP is currently offering discounts including saline breast augmentation for $4,900 in addition to a Liquid Lift procedure for only $1,500. While these specific discounts expire at the end of August, 2015, BHP reminds patients to look out for a new promotion after the current ones expire.
Source: Recent Article on Surgery Prioritization Highlights the Ways Patients Save for Plastic Surgery, Says Beverly Hills Physicians
Great testimonials here about the in-practice patient experience and fully leveraging patient finance for higher acceptance and profits!
source: DermTube.com : The In-Practice Patient Experience
To be likeable, Carnegie shares some earth-shattering recommendations:
- Be genuinely interested in other people,
- Remember others’ names,
- Encourage others to talk about themselves, and
- Listen intently.
In 1936, the world didn’t have computers. There were no tweets, pins or Facebook posts. Heck, the first chocolate chip cookie wasn’t even developed until 1938. (A world without Grandma’s cookie…
…Read more at http://www.business2community.com/leadership/three-pr-leadership-lessons-dale-carnegie-01206457#3rvH5IfRSlETDDPX.99
Better Yet, buy the classic book here: How To Win Friends and Influence People
Posted in Advertisng, Internet Marketing, Marketing, Marketing Communications, Motivation, Personal Development, Sales, Self Development, Self Improvement, Small Business Marketing, Success
In keeping with the time of year to be thankful, reflective and to look ahead to a bright future, I received the e-mail below just before Thanksgiving from Michael Dalton Johnson, author of the book Rules of the Hunt. I subscribe to his mailing list from his website: www.SalesDog.com
I have read Rules of the Hunt at least three times cover-to-cover now and it is more useful every read. I highly recommend it! Buy it for yourself, buy it for your kids and family, your best friend, your employees…just buy it
It is jam-packed with great info like the content of the email (which I have printed and put into my planner, btw) I received below:
|This rock solid advice is a thoughtful pass along for friends and family that will be remembered. It was excerpted from my book Rules of the Hunt and has gone viral on the Internet twice. Enjoy and Happy Thanksgiving.|
|Make Small Commitments. Get Big Changes.|
By Michael Dalton JohnsonTaking Care of You.Drink plenty of water.
Eat breakfast like a king, lunch like a prince and dinner like a pauper.
Eat more fruits and vegetables and eat less that is manufactured in processing plants.
Avoid eating food that is handed to you through a window.
Live the 3 E’s — Energy, Enthusiasm and Empathy.
Play more games.
Read more books than you did last year.
Sit in silence for at least 10 minutes each day.
Sleep for 7 hours.
Take a 10-30 minute walk daily. And while you walk, smile.
Don’t compare your life to others. You have no idea what their journey is all about.
Don’t have negative thoughts of things you cannot control. Instead invest your energy in the positive present moment.
Don’t overdo. Keep your limits.
Don’t take yourself so seriously. No one else does.
Don’t waste your precious energy on gossip.
Dream more while you are awake.
Envy is a waste of time. You already have all you need.
Forget issues of the past. Don’t remind others of their past mistakes.
Life is too short to waste time hating anyone.
Make peace with your past so it won’t spoil the present.
No one is in charge of your happiness except you.
Realize that life is a school and you are here to learn. Problems are simply part of the curriculum that appear and fade away but the lessons you learn will last a lifetime.
Learn a new word every day.
Smile and laugh more.
You don’t have to win every argument.
Call your family often.
Each day give something good to others.
Forgive everyone for everything.
Spend time with people over the age of 70 and under the age of 6.
Try to make at least three people smile each day.
What other people think of you is none of your business.
Your job won’t take care of you when you are sick. Your friends and family will. Stay in touch.
The worst promise you can break is one made to yourself.
Do the right thing!
Get rid of anything that isn’t useful, beautiful or joyful.
You don’t have a soul. You are a soul. You have a body.
However good or bad a situation is, it will change.
The best is yet to come.
When you awake alive in the morning, thank God for it.
Your Innermost Self is always happy. Follow it.
No matter how you feel, get up, dress up and show up.
Keep these rules handy and review them from time to time. Follow them and small, almost imperceptible, changes will accumulate into something big. Your life will change.
|Excerpted from Rules of the Hunt. Available at Amazon.|
Posted in Advertisng, Customer Service, Internet Marketing, Local Business Marketing, Marketing, Marketing Communications, Motivation, Personal Development, Sales, Self Development, Self Improvement, Small Business Marketing, Success