The Marketing Perspective

Marketing leaders in the Healthcare sector understand the challenges of ensuring products and services are presented to customers and potential customers in a way that is both relevant and informative. Optimising the marketing mix has never been more challenging, as channel choice and output media multiply. Business Units demand the kind of campaigns and communications that customers are likely to respond to, yet finance is pressing down on costs and IT struggles to service your marketing vision in the required timescales. To do these, you need to build organisational capabilities that can effectively deliver the right combination of positive customer experiences at market leading cost points.

Many Healthcare organisations marketing initiatives are too often constrained by speculative cost cases, technical realisation challenges and delivery obstacles. The ease of changing the message, individually or segment-wide, should be as fast and simple as possible, enabling cost-effective communications with customers. This needs attention to proper systems design enabling users to control their output. Whatever the service or product arena, departments interacting with customers/patients need to be responsive to changing trends, new delivery paths and the growing demand of customers to have access to their communications at their fingertips, on their choice of media, at any time.

Too many organisations are still focused on understanding markets rather than individuals, yet the growth of social media technologies allow extremely high levels of communication and targeting of personalised messages. Measuring the cost-effectiveness of communications has never been easier. Ensure you have a clear and integrated view of your customers ­ enable your share of wallet to bulge through precision cross-selling, up-selling, customer understanding and empathy.

Challenges

As the health care industry enters new phases of organisation and competitive pressures increase, exceptional customer communications and customer service are increasingly vital to win and sustain market share. Being able to communicate to customers in an effective and relevant way, whilst remaining within the marketing budget, is a key challenge. Healthcare organisations need to present consistent branding and appearance for documents and electronic communications. However complex systems can unnecessarily lead to costly rework and time-to-market delays.

Against the backdrop of these challenges, marketing leaders in this sector need to an enterprise tool that will tackle these issues whilst under the watchful eye of regulators [such as the Care Quality Commission or the Medicines and Healthcare products Regulatory Agency (MHRA)]. Neglecting this space means not only is reputation and customer confidence at risk, but there may be possible fines or even loss of operating licences if these issues are not dealt with promptly and satisfactorily.

At Icon UK we specialise in these areas, creating customized solutions for each client and working with Marketing Directors and the Marketing team to guide them through assessments to maximise desired improvements in Revenue enhancement, Customer Service, Cost reduction and Compliance.

How Icon Helps

Icon Suite offers Healthcare organisations the opportunity to address all these challenges in one solution platform. Practically every type of document can be flexibly constructed from pre-approved templates, incorporating powerful re-use and multi-lingual features. Structured, Interactive and On-demand output types can be produced and include Proposals and Quotations, Appointment confirmations, Policies, Statements, Customer Self-Service, Correspondence and Third Party Communications, etc. (see ‘Uses’ on Healthcare overview).

Different modes of customer engagement are supported: pre-planned, interactive or on-demand across all media types. Through deploying this platform, with transformational change and operational services where required, we enable organisations to change the way they engage with customers. Customers can benefit from highly personalised, flexible and positive experiences that they are pleased to recommend to others. And this can be social media enabled too.

Different modes of patient/customer engagement are supported across all media types. Through deploying this platform, with transformational change and operational services where required, we help organisations change the way they engage with customers. Customers benefit from highly personalised, flexible and positive experiences they are pleased to recommend to others. Icon provides many forms of industrial strength enterprise document solutions.

Icon solutions offer:

1. Process mapping & case flow analysis to identify & quantify issues and propose solutions
2. Appropriate benchmarking so the scale of improvement opportunity is known
3. Plans quickly in place to defines the ROI of a print-and-content rationalisation path
4. Cross- departmental coverage so all users can look in one place for view of customer
5. Business units the confidence of well-vetted, compliant communications
6. One repository provides that everything is in one place and re-use of assets increases

These in turn drive excellent efficiency ratios.

Icon UK can assist in the all areas related to improving customer communications including:

Organisations that engage Icon find they can understand what customer communications are really costing and translate this into a compelling Return on Investment case. By investing in the right solutions they can improve content and policy control, attain better patient outcomes, increase customer loyalty and achieve top-quartile performance in customer communications management. In doing so they develop a robust platform for meeting both strategic objectives [such as rapidly re-branding following restructuring] and tactical delivery [such as large scale personalised messaging on a multi-lingual, multi-channel basis delivered cost-effectively].

Some of the world’s leading service organisations use our technology solutions. Call us to find out how we can help your organisation.