Increase Impact with Kindness: This year, I will make kindness and compassion strategic priorities of my communication strategy business. Client relationships and projects will be measured against how much their outcomes and impact benefit others. In addition to the usual metrics for capturing the success of communication strategies, the focus will be on how they result in people knowing more and doing better. In addition, positive social impact will be a deciding factor in accepting new client business.
“When trying to explain [your value proposition or] technology to nontechnical buyers, or a business process that has a lot of steps and interacting elements, you can combine audio and animation to help your audience understand what they need to know quickly and efficiently,” says Christopher G. Fox, managing partner, Syncresis, a healthcare marketing consultancy.
My most effective customer retention tactic is… Kindness.
What I have learned over the years is that kindness trumps most other efforts to retain a customer. In my own B2B business, and in our work with B2B clients, we advise empathy first as a way to connect with customer needs.
Choosing the right web content management solution can be stressful for many medical practices and hospitals. Marketing and patient education teams come to the table with a vision for how to connect with prospective and current patients.
While e-commerce and online banking have given their respective industries a significant omnichannel boost, healthcare, especially on the provider side, has a steep hill to climb in order to deliver an omnichannel patient experience.
[Segmentation] is important to help create messaging that will gain the audience’s attention—and action. Christopher Fox, Ph.D., managing partner with Syncresis, LLC, a healthcare marketing consultancy based in Los Angeles, agrees. “In most cases, email lists are still under-segmented,”he says. “In other words, you are sending emails that are not targeted precisely enough.
Apps, too, can be confusing. “With an app, you have to download it, and then you have to learn how to use all its bells and whistles,” says Christopher G. Fox of Syncresis, a health and tech consultancy firm. “It’s a crowded market where many apps do similar things, so it’s hard to know as a patient which one is best for you. And the interface is different in every one.”