Healthcare marketers need to understand patient segments through quantitative analysis, collaborate with finance and operations, and use scenario planning to optimize marketing strategies. This approach ensures more effective campaigns and better alignment with organizational goals.

Time to Get Serious About Segments (Swaay.Health)

By coordinating marketing campaigns with access capacity and call center readiness before, during, and after, health systems can see a faster ROI of 10-30% through reduced access limits, higher lead conversion, and expanded digital self-service options. Too often clinicians have schedule gaps due to unnecessary late cancellations or preventable no-show patients.

• How will you maximize ROI by strengthening these critical partnerships across your enterprise?

• How confident are the teams across access, clinical service lines and marketing that they are able to capture and retain patients with 100% capture?

• What is the value of another 10-20% lead capture of patients, and securing the clinician’s caregiving time?

A Critical Partnership: How Aligning Marketing and Access Maximizes Brand Value and Revenue (strategichcmarketing.com)

Consumers are redesigning primary care delivery through new expectations of convenience, cost transparency and personalized experiences. Emerging models show primary care expanding beyond traditional medical offices. I can help your team leverage insights, available expertise, and care models to frame engaging primary care-seeking consumers with a deep understanding of their motivations, preferences across settings, and expectations for reinvented primary care delivery, with a value case for acquiring only a small fraction with quick wins. Now that retail players are withdrawing from traditional fee for service primary care, let’s talk about approaches that fit your open resources with ways to find, reach, engage, and grow, achieving a small fraction of net gains. With Changing market headwinds, the trusted health providers have options for the consumer that has shifted primary care definitions. Let’s talk about how it brings you targeted growth and revenue gains.

Considerations:

• What kind of new customers have come into your market that might need a new way to engage fast?

• What health first touch / primary service options will you consider, whether you build, buy or rent?

• What is it worth to engage even 20% of those net new customers in your market?

• For which new customer type would you health system like to be the first resource to turn to?

• Is going into a new market the opportunity for toe-hold for the next $10M?

“Reinventing Primary Care” at HMPS, 2024

Masterful investment starts with granular customer insights recognizing who, what, and how, to arrives at estimated value. This discussion illuminates how health systems can gain strategic advantage through quantifying niche customer segments, crafting hyper-personalized experiences, and measuring the impact on acquisition, loyalty, and margins. Health cases show how providers and payers have matched scarce clinical and business resources to strengthen business resilience through a sophisticated design for the segments and drive more profit.

Post pandemic consumer habits have shifted health expectations, presenting multi-million dollar growth opportunities for those who understand evolving wants. Product, payer and service companies have unlocked significant business impact across industries. Including a product firm finding $20M value with positioning financial transparency that would attract and retain business, a provider system opening 4 adjacent markets likely to gain $10M+/year with only a fraction of share gain, and a payer accelerated 2X margin with updated service standards.

Considerations:

• How well are your teams armed about knowing who they are serving

• Where are the friction points at which patients defect?

• What are the minimum viable requirements for retention?

“Why Consumer Innovation Matters Right Now” on Healthcare Rap

“Reinventing Customer Service”, Society for Healthcare Strategy & Market Development.

Reimagine the provider healthcare front door through the eyes of diverse customers, especially in approaching growing markets. This talk reviewed the approach taken to unlock $10+M opportunity by redesigning access based on customer jobs and clinician capacity. Cutting-edge insights and methods transformed expectations and enabled growth with market leadership in 4 markets. Despite co-design and team engagement, ongoing change management is crucial to advance success, as is constantly innovating across the market.

Considerations:

-How well can your team recognize who they serve in rank quantified order?

-How well does your job understand the ‘job’ that the customer expects from the product, service, or insurance?

-How well is your front door positioned to offer priority customers the job while not over encumbering your clinicians?