Article by Pablo Abram published in the ADEMP Magazine (Association of Private Medicine Entities) in April 2016. View publication.
An individual’s experience when consuming a product or service is a source of emotions with a significant influence on the purchasing decision.
If the lived experience is memorable, it transforms them into a loyal customer and an advocate for your brand. No advertising or promotion can replace this effect.
This is particularly crucial in the healthcare sector. Patients often lack the necessary knowledge to evaluate whether a medical procedure was performed correctly; they primarily rely on the outcomes. But when most professionals effectively treat their patients or resolve their issues, what motivates a patient to choose one healthcare professional or institution over another?
The quality and effectiveness of the service provided have become commodities; most institutions and medical professionals offer similar standards. Today, competitive advantages are built by delivering a memorable experience to the patient. It’s the «how» the service is provided that makes the difference.
Experience Marketing focuses on managing the value of the offering (product or service) through emotionally gratifying communication and consumption experiences for the user. This doesn’t just encompass advertising and promotions but also how the service is delivered.
Communication pieces are designed to represent the true identity of the company, followed by a focus on each point of contact with the consumer to prevent disappointment and exceed their expectations.
Advertising materials should appeal to the consumer’s needs and feelings without creating false expectations. They should highlight the competitive advantages of the medical professional or institution without conveying a misleading message.
How the customer interacts with the healthcare entity at every stage of the process shapes their experience. In each interaction with the company, the patient has an experience that contributes to their perception of the company, which they then share with others.
This tool can be adapted to every specialty and professional, amplifying their strengths. It constructs a unique identity for your company that is difficult to replicate, becoming a competitive advantage.
Furthermore, consumers are willing to pay more for a great experience, avoiding a price war and protecting your profitability.
Read how «Unlocking Success in Healthcare Marketing.» or «Conquer your customers’ hearts, and you’ll have a thriving, profitable business.» We can assist you in implementing this philosophy in your company. Contact us to analyze your case without any obligation.
