Author Archives: F Brian Whitman

About F Brian Whitman

With nearly 25 years of healthcare marketing experience, Brian provides counsel to hospitals and healthcare organizations through Corrigan Partners, LLC.

Flying High – Creating A Brand Experience That Retains Patients

I spend a lot of time working with clients to enhance their patient experience and I also spend a significant amount of time on planes traveling to client sites. (There is a connection here…) As a consumer of air travel I had a revelation this past weekend as I was booking tickets.

I recently choose not to fly on a airline that I had previously and frequently because – of their on-time performance and frustration with their website!

My customer experience with airlines begins long before my actual travel. I’ve seen more and more consumer complaints posted about on-time performance – also while this airline allowed me to log in to my miles account they don’t allow me to save my traveler and credit information – I have to repeat all the information every time I buy a ticket. Which I find frustrating.

I choose to fly another provider who had proven on-time performance and better traveler experience. I’d rather plan to have a 3 hour flight, and better experience; than plan for a 2 hour flight and be delayed by and hour or so.

Does this sound familiar? Compare this to your patient experience at your organization.

Your patients’ interaction with your brand begins before they see a provider. What are key touch points for patients – and how is your organization’s brand hurt or helped by those? How easy do you make it for your customers to do business with your organization? What does your patient experience say about your brand?

Spend a few minutes of reflection to consider  – are your patients at risks to fly off with another provider?

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5 keys to creating effective executive reports

It seems with increased frequency I have been asked by customers to assist with the development of Executive and Board reports on their marketing and service activity. Here are 5 guidelines I use and recommend to our customers. Continue reading

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Health centers- prepare for change and competition

In a recent article, June 23rd, The New York Times highlighted many changes the Affordable Care Act may be bringing to community health centers. The article in particular references work currently underway at Louisville, KY community clinics to help improve service, reuse and the overall health of the local population. It is important to note that these community health centers will be facing increased competition, if consumers now with insurance, choose to access retail establishments for their healthcare.

According to this article, as well as research from the Advisory Board and others, consumers are doing just that. Gone are the days where the Walgreens and CVS merely competed with ERs, Urgent Care and Primary Care offices for patients. Health center patients are also attracted to the locations, convenience, and customer service available through these retail establishments. More convenient hours, no appointment, an electronic health record, and transparent “menu” pricing are all expectations that consumers have and the retail centers are delivering.

Scheduling options at the Walgreens Take Care Clinic.

Scheduling options at the Walgreens Take Care Clinic.

In order for health centers to remain viable they will need to evolve. Here are 5 essential elements health centers and clinics should consider:

  • Consider a simple, branded experience across all centers in system
  • Implement EHR and appointment reminder systems
  • Cross promote services and encourage repeat visits
  • Offer convenient appointment options for consumers who may have limited, to no availability during the work day
  • Hire the right people to staff your clinic and train them effectively

For health centers, courting customers might be a change. While it may be a new mindset – this may require significant operational and cultural changes to be competitive in the near future. Start early and be prepared for consumer choice in the emerging health care landscape.

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The Good, The Bad and The Ugly…

The Good, The Bad and The Ugly...

So you think one bad customer experience doesn’t have impact on your brand or potential customers?

54% of respondents who had shared a bad experience said they shared it more than 5 times, compared to 33% of those who had shared a good interaction.

Check out the info on this study from Dimensional Research.


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by | April 15, 2013 · 2:42 pm