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Mohammad Anas Wahaj | 08 sep 2015

Healthcare industry in US is undergoing transformation driven by multiple factors that include technology, changes in consumer behavior, rising costs, legislation etc. Employees are becoming more independent in making their healthcare decisions that were earlier influenced by their employers. Healthcare providers are now dealing with more proactive consumers. Healthcare marketers need to understand consumer preferences, adapt to the changing needs, create products and services that fulfil needs and satisfy customers and utilize consumer insights to develop effective marketing progams. Brent Walker, Chief Marketing Officer of c2b Solutions, explains the drivers that are leading to shifts in healthcare and how marketers should adapt and succeed in this new healthcare scenario. According to him, in addition to rising costs, the three main reasons that we are evolving towards consumer-driven healthcare are - (1) Demographic and Socio-Economic Realities: More pronounced health issues and chronic conditions of aging Baby Boomers; Lack of health insurance for a sizeable population; Heterogeneous population; Expensive healthcare products and technologies. (2) Legislation: Healthcare system is adapting to Affordable Care Act; Health insurers have to deal with individual consumers; Healthcare providers are investing in infrastructure; Integrated Electronic Health Records and Big Data technologies; Reimbursement based on medical outcomes and patient satisfaction. (3) Technological: Digital media is a catalyst of consumerism; Informed consumers due to internet and mobile apps; Improved transparency; Better ability to assess cost and quality, and research about products and services with more choices; Inclination towards prevention and wellness. He explains three implications that healthcare providers have to plan for - (1) Massive investments are required for technological upgrade and update of systems to facilitate integrated patient record sharing and also reporting care quality. (2) Business models must change. Physicians are leaving smaller firms to join large healthcare systems due to IT investments and scale necessary to control costs and manage risks. (3) New competitors are entering as a result of advancement in technologies and consumer-driven approaches. In this changing healthcare landscape marketers have to continuously evaluate and assess their direction. He suggests four dimensions to do so - (1) Data: Right data to understand and reach the target audience. (2) Systems: Infrastructure to understand consumers, create insights and build valueable customer-firm relationships. (3) People: Have consumer marketers in team with experience in latest web and mobile technologies. Combine industry experience with consumer insights and customer behavior understanding skills. (4) Processes: Newer sales methods. Analytics and measurement of marketing effectiveness. Focus on analyzing consumer acquisition, retention and satisfaction. Read on...

Forbes: The New World Of Healthcare Marketing: A Framework For Adaptation
Authors: John Greenfield, Kimberly A. Whitler


Mohammad Anas Wahaj | 08 sep 2015

The relationship between consumers and businesses is continuously evolving. Technology is playing an important role in creating a shift in consumer behavior. Smartphones are providing consumers with connectivity that is driving this change. Ori Karev, US CEO of Gett, explores the reasons that are leading to transormations in consumer dynamics and how they interact and connect with brands. According to him, 'Consumerism has shifted from a world of physical images and personal communication to a world of imagery and perception. Regardless of industry, product or service, vendors that enable instantaneous access and deliver on their digital promise will survive.' Consumers have become more pragmatic. They have access to tools and services to research for best solutions at best prices that are available with just a tap on their phones. Online consumers have become more like business-to-business consumers. But they do have emotional attachment to brands that can provide them with the best experience. The power is shifting towards consumers and businesses are getting more and more consumer dependent. Mr. Karev explains, 'On-demand industry has gone through such a rapid change of behavior within a mere five years. The swift change stems from two factors: the availability of smartphones, and people's desire to maximize the convenience and efficiency of procuring services and products.' He further points out that certain fundamentals of consumer-seller relationship will remain - 'Shoppers want to do business with companies that are fair, so this treaty must hinge on veracity, transparency, credibility, honesty and good will.' Today people place most value on fulfillment and satisfaction. They have concerns regarding how a vendor treats its employees and suppliers and would get influenced by these factors while making purchases. Online research, decision and purchase behaviors have now made consumers a strong part of businesses. Companies that understand and fulfil the consumer expectations - real-time, always-on support; competitive pricing; respect and transparency towards vendors and suppliers; ethical corporate culture - in the current on-demand environment will be the one that survive and succeed. Read on...

ReadWrite: The Changing Face Of Today's Consumer
Author: Ori Karev


Mohammad Anas Wahaj | 06 sep 2015

'Digital Marketing' utilizes online technologies and provides opportunities to add prospective customers at the top of the sales funnel and nurture them to build a strong customer base for products and services. Advancement in technologies have provided multiple ways and channels through which marketers can connect and engage with the prospects and build strong relationships. One of the most important aspect of digital marketing is the measurability of the campaign through analytics. The availability of metrics provides marketers with clear understanding of the audience, their interaction with the brands and success of the marketing campaign. According to Jamie Turner, founder of 60 Second Marketer and co-author of 'Go Mobile', the 7 essential channels of digital marketing are - (1) Responsive Websites (2) Search Engine Marketing (SEM) that includes Search Engine Optimization (SEO) and Paid Search (3) Online Display Advertising (4) Video (5) Social Media (6) Mobile Marketing may include Mobile Website, Mobile Search, Mobile Display Ads, In-app Display Advertising (7) Email Marketing. The action steps required to leverage digital marketing include - Taking the initiative and start using digital marketing; Implement gradually with complete understanding and continuously analyze campaign progress; Use analytics to measure and track campaign results, make adjustments and optimize the process for better ROI. Read on...

Business 2 Community: Digital Marketing - The 7 Essential Channels
Author: Jamie Turner


Mohammad Anas Wahaj | 04 sep 2015

Use of technology for customer interactions, particularly for large businesses, is often seen as an automation and cost cutting exercise. And for customers it may not all be a pleasant experience. In case of small and medium businesses (SMBs), considering their limited budgets and other challenges, use of technology as a customer support tool should be a well thought out decision. It should provide them with cost savings alongwith building lasting customer relationships. Varun Shoor, founder and CEO of Kayako, provides ways in which SMBs can utilize technologies to enhance customer experience and create best value for their businesses - (1) Understand customer context: Have clarity of purpose; Evaluate context of customer inquiries; Availability of fast and easy access of information to resolve customer iquiries; Updating and sharing information with other departments (2) Deliver personal service at scale: Try to know your customer better; Understand customer's interaction points across all channels; Seek customer's needs and wants through surveys (3) Stop firefighting, start anticipating: Find ways to interact with customers even if they aren't; Use effective CRM tools; Utilize customer analytics (4) Customers want to help themselves: Provide them with self-explanatory information and tools; Give access to effective FAQs, intelligent search, tutorials and videos. Read on...

Tech.co: 4 Ways Technology Helps Build better Customer Relationships
Author: Varun Shoor


Mohammad Anas Wahaj | 12 aug 2015

'Product Marketing' function in an organization is not very clearly defined and people more often confuse it with 'Product Management' or 'Marketing Management'. According to Wikipedia, 'Product marketing deals with the "7 P's" of marketing, which are product, pricing, place, promotion, physical environment, process and people. Product marketing, as opposed to product management, deals with more outbound marketing or customer-facing tasks.' Justin Topliff, Product Marketing Manager at Infusionsoft and Founder at ProductMarketingSummit.com, explains that product marketing managers are often a bridge between the product management and marketing management. Their role becomes significant when product managers and marketing managers become hyper-focused on their respective roles and as a result product management and marketing become siloed. The communication between the two functions get disconnected. Mr. Topliff describe 3 categories of responsibilities of product marketing department - (1) Research: Keep tab on industry, market and competition; Competitor profiling; Qualitative and quantitative research of customers and prospective users; Recommend and implement iterative product improvements. (2) Messaging, Positioning and Pricing: Humanize the technology in messaging; Train about product communication; Create effective marketing communication; Package and price products scientifically. (3) Product Launches and Lifecycle Management: Develop and execute go-to-market strategies; Coordinate with other deparments for product launch; Drive product consumption; Manage continuous improvement of product. Read on...

LinkedIn Pulse: What is product marketing? How is it different from product management or 'regular' marketing?
Author: Justin Topliff


Mohammad Anas Wahaj | 04 aug 2015

Consumer psychology plays an important role in influencing their buying decisions. They buy products and services from companies that they trust and make them feel good about the purchase. As brands get more connected with their customers through technology, transparency and trust become critical factors in customer relationships. Customers intend to learn and understand more about the companies and their work culture. To keep customers closer and informed, and influence their behavior, brands can integrate the following - Treat your employees better; Invest in employee's future; Aesthetics of the workplace matter. Moreover as internet presence is a critical component of today's marketing strategy, brands need to have a robust digital strategy and in addition to providing relevant and usable information about the products and services offered, they should create a section that focuses on what the market wants to see - Being honest e.g. share customer interactions, that may not always be positive, through social media feeds; Try to share work-in-progress and engage customers in the process; Get involved with customers through effective social media strategy and share relevant content and information; Include wide array of stakeholders as the innovative ideas may come from anywhere like customers, interns etc. Companies should be careful in implementing fringe marketing tactics and should not go overboard in doing so. Read on...

Business 2 Community: Integrating Winning Trends In The Workplace
Author: Rachel Winstead


Mohammad Anas Wahaj | 31 jul 2015

In recent years marketing has been consistently evolving due to the changes driven by technological advances. These digital transformations are creating a resource crunch in marketing departments of organizations. They are facing more challenges and to effectively manage the digital require new skillsets. Initially digital was considered as a medium of communication like TV, Print etc. But according to Jean-Luc Ambrosi, a marketing expert and author of the book 'Branding to Differ', 'Blending traditional marketing skills with the new age of digital is not an easy affair...What has changed, however, is that digital is not simply a medium, it is many mediums with different media consumption patterns. Both a push and a pull mechanism, it is above-the-line, direct marketing, social media as well as point-of-sales, all under one big label.' Marketers now need multiple skills and to clarify roles and resource accordingly is becoming a difficult task for marketing departments. Mr. Ambrosi further explains, 'With the shift in emphasis around treating digital as a multi-medium platform, the solution may lie in building teams focused on the customer rather than the digital channel. With customer centricity at the core, marketing teams can treat digital for what it is: A multifaceted mechanism to interact with customers, and a means rather than an end.' The best sourcing solution would be to seek marketing specialists with the specific skillsets adapted to the digital environment. The basics of marketing should not be ignored while focusing on digital. Mr. Ambrosi advises, 'The under resourcing of digital activities is a function of the expansion of marketing activities in the digital ecosystem, rather than the disappearance of traditional marketing. Therefore, it should be answered via the adaptation of marketing specialist resources to digital rather than a shift towards technical digital specialists.' Read on...

CMO: Marketing skills in a virtual world
Author: Jean-Luc Ambrosi


Mohammad Anas Wahaj | 04 jul 2015

Professor Clayton Christensen of Harvard University on his website claytonchristensen.com, defines 'Disruptive Innovation' as 'A process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors.' Eli Schwartz, Director of Marketing (APAC) at SurveyMonkey, explains that continuous customer feedback through surveys is an effective approach to be disruptive by staying in the customer's value perception. In a disruptive scenario, satisfying customer needs and obtaining their loyalty are two most important considerations. He cites an example of Uber's constant feedback process that successfully keeps the company closer to the customers and provides them ability to tweak the service offerings based on customer suggestions. He offers following tips on how to utilize Uber like feedback to disrupt the markets - (1) Gather feedback after every customer interaction. (2) Ask actionable questions and act on the feedback. (3) Make feedback an integral part of business metrics. (4) Use Net Promoter Score (NPS) i.e. a question where a customer is asked to rate their likelihood of referring a product or business to their friends. Read on...

Tech in Asia: A successful disruption requires customer feedback
Author: Eli Schwartz


Mohammad Anas Wahaj | 11 jun 2015

Companies are targeting their product and service offerings to the growing Millennial market. Pew Research predicts that this year Millennials, with 75 million people in US under 34, will overtake the Baby Boomers. But the question is: Should the companies consider Millennials as homogeneous entity and design their products and services accordingly? Authors, Timothy Morey and Allison Schoop of frog (a global product and strategy design firm), argue that to design offerings with exclusive focus on generational cohorts will result in meaningless or potentially damaging outcomes. There is little that unites them totally. According to them, 'A better approach is to design for archetypes that are representative of certain attitudinal and behavioral traits, and then combine these with social, market and emerging technology trends-all things that transcend age or generation. Defining an ideal customer for a potential product or service using broader human themes allows you to create solutions that resonate with a larger group of people.' They further explain, 'Far too many companies take a "product-out" view of segmentation, where they essentially ask their customers to line up around their products by demographics such as age or income. They should take an "outside-in" view that orients its products around their customers' attitudes and behaviors instead. Meeting the functional and emotional needs of a group of people is much more likely to generate transformative results than targeting a generational cohort with tenuous links.' Read on...

Harvard Business Review: Stop Designing for Millennials
Authors: Timothy Morey, Allison Schoop


Mohammad Anas Wahaj | 27 may 2015

Staying close to the customer and fulfil his needs and wants has been the mantra of successful brands and businesses. Technology has brought the customer even closer and given brands the opportunity to better understand and analyze the customer behavior and focus strategies to satisfy him/her. Considering the highly competitive and fast paced world of fashion and luxury, established luxury brands need to think like disrupters by putting customers at the center of their strategies. Disrupters focus on 'jobs to be done' in the present. Clayton Christensen's disrupter framework focuses on consumers' social, emotional or functional problem, and turns business into its solution. This framework makes innovation independent of the latest technology or the hottest new gadget and firmly relies on human behavior. Thinking about customers and their behavior patterns provide brands insights into the future. Understanding the next generation of customers and removing friction from their brand experience with a well thought out solution will hold the key for the brand's survival. Following are four ways established luxury brands can succeed by staying close to the customer - (1) Create a seamless path from inspiration to purchase. (2) Make your brand narrative attainable, intuitive and immersive. (3) Evoke in your customers the feeling of belonging and being special. (4) Serve and reward. Read on...

AdAge: Luxury Brands Must Innovate or Die in the Digital Age
Author: Ana Andjelic

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