Executive MLR Should be Part of the Journey, Not Just the Destination

April 30, 2011

Executive MLR Should be Part of the Journey, Not Just the Destination

Filed under: Patient Marketing,Professional Marketing,What We Think — dreinhardt @ 9:45 pm

We continue to hear how ‘great ideas’ ultimately get killed in executive MLR (medical/legal/regulatory) review. A common thread in most of these stories is the fact that executive MLR is reviewing a near finished product presented in an almost go/no go decision.

With little vested interest, it’s easy to see why the knee-jerk reaction is to turn away anything remotely innovative. Bringing executive MLR, however painful, into the idea genesis process early on has shown much more dramatic results for our Clients.

Get MLR into the kitchen. Let them see your recipe BEFORE you start baking your cake. Participation in the recipe creates ownership and optimizes the opportunity for a blue-ribbon baking award!

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April 10, 2011

Without a Focus on the Beginning, There is No End

Filed under: Marketing Effectiveness,Patient Marketing,What We Think — Tags: CRM, patient marketing — dreinhardt @ 9:02 pm

I had the opportunity to watch a heated debate between a client and a supplier as to whether the adherence CRM program should go 18 months versus 24 months. It’s the beginning of the relationship that requires the attention, not the latter months.

Numerous studies in behavioral marketing have shown that if you don’t change your behavior within the first 3 months of a new routine, you never change. It’s been published in numerous categories from HIV to Oncology. The focus needs to be on effectively addressing the factors at the outset in order to provoke change and set people on a path within the first 3 months.

After this introductory period, you’re likely preaching to either the choir or the folks that want to consume your resources but are not going to change their behavior.

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April 3, 2011

ROF Metric Series: Voyeurship Ratio

Filed under: Marketing Effectiveness,Patient Marketing,Social Media,What We Think — Tags: measurement, metric series, patient marketing, sentiment analysis, Social Media — dreinhardt @ 3:36 pm

I’m already afraid of how this blog post is going to be indexed by Google Search. Using the word ‘voyeur’ definitely gets one’s attention. In examining the impact of social media, whether it’s blogs, forums, Facebook, etc., the narrow focus of our industry is often on the number of individual authors. Behind this questions is an even better one, “Is this scaleable for my brand?”

At ROF, we use the Voyeurship ratio to show the true impact of the sentiment and opinions of the relatively few social media authors. The Voyeurship ratio looks at the number of voyeurs to a specific site or thread compared to the number of people participating in the discussion. This metric helps smart marketers understand the reach and potential influence that a particular author or forum may have over the populous viewing the content. We have found that the average Voyeurship ratio is increasing to near 60:1, meaning for every healthcare post there are 60 others who view the post without commenting.

Want to learn more about your specific category? E-mail us and we’ll be happy to introduce you to the Voyeurship Ratio for the disease state you compete in and enlighten you on how it compares to other categories.

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