Never doubt the power of a great healthcare brand experience to create marketing evangelists.
I have a close friend who unexpectedly needed surgery. The doctor who performed the surgery didn’t take the time to explain things, seemed relatively disinterested and definitely did not place himself in the shoes of his customer.
A friend of hers recommended another doctor at another healthcare system, as our friend was scared to go back to the initial doctor. Her experience was like night and day. This doctor was warm, caring, took a tremendous amount of personal and professional time to explain the situation and what she could expect post another surgery. Which she performed.
Our friend will now fully recover. And the doctor, and the health system she’s affiliated with, now have a “shout from the rooftops” marketing evangelist. Our friend has already (one week after surgery):
• sang the praises of this doctor and her hospital via email
• shared the same via Twitter and Facebook
• has volunteered to do a patient story through whatever media the hospital would like (and it is a great comparative story!).
And no doubt, passionate recommendations to friends, family and colleagues are only a request away.
We know that customer-driven referrals have taken on more importance as motivators to purchase. And you can put this person at the top of the A-recommenders list. She’s voluntarily singing the praises of this organization, acting as a key influencer on future customers and “at dramatically less cost” than advertising – helping contribute to this organization’s revenue growth.
I happen to know for a fact that senior executives at this health system spend a good amount of time mobilizing their organization to deliver brand experiences consistent with their brand promise. And the payoff, as you can see by way of this example, is tremendous.