MHS Spring 2009
4
infront c o m p i l e d b y n a d i n e a . b e n d y c k i
Finding and
rating Dr. Right
Caritas St. Elizabeth’s Medical
Center in Boston has launched
“Finding Doctor Right,” an online
personality quiz that helps patients
match with the right
physicians. “When you take
the quiz, it categorizes you
on whether you’re a social
patient, a reluctant patient
or a business-oriented patient,”
says Melanie Franco,
director of communications.
Anthem Blue Cross and
Blue Shield has launched its
Zagat Health Survey Tool,
enabling members to evaluate
their doctor visits based on
confidence in the physician’s
approach; the doctor’s bedside
manner, responsiveness and
rapport; convenience in making
an appointment; physician
punctuality and the office environment.
Angie’s List now rates
physicians, along with plumbers
and handymen. HealthGrades,
RateMDs and Revolution Health
Group have also jumped on the
bandwagon. While the American
Medical Association and its constituents
are less than thrilled by
the growing number of organizations
that evaluate how physicians
are doing, these rating services
are a sign that consumerism and
transparency in healthcare are
here to stay.
Knowing what consumers think
Getting inside the head of the customer, to learn more about how they think, is the
Holy Grail of all marketers. The emerging discipline of neuromarketing may assist
with this quest. Neuromarketing, or consumer neuroscience, is a sub-area of
neuroeconomics that uses methods and insights from brain research to address
relevant marketing problems.
Thinkingcraft, a startup company, has developed a methodology called neurographix,
based on the work of psychiatrist Carl Jung. Using neurographix enables
a company to customize marketing and sales
messages to better fit the way its customers
think and process information. PHD, the media
buying arm of Omnicom, uses a process called
neuroplanning to give weight to different media.
Volunteers have their brains scanned by MRI machines
as they consume different media, enabling
the agency to better understand which parts of the
customers’ brains are activated when would-be
buyers are exposed to radio, press and TV.
Arnold Worldwide, a Boston-based ad agency,
uses MRIs to gauge the emotional power of various
images. The agency also houses a new science-focused “human nature department.”
Researchers at Carnegie Mellon University are trying to identify the parts
of the brain that encourage one person to spend and another to be thriftier. They
found that MRIs show “distinct (brain) circuits anticipate gain and loss,” which
confirms that marketing and advertising do drive spending.
UCLA and ad research firm FKF Applied Research employ a technology that
examines advertising effectiveness with customer groups on a deeper level than
more traditional methods like focus groups. For the past two years, the two
organizations have partnered to release a ranking of the most effective Super Bowl
ads using fMRI (functional MRI) brain imaging.
Age of ad accountability
Most people in marketing are familiar with the words of retailer John
Wanamaker, “Half of the money I spend on advertising is wasted;
the trouble is I don’t which half.” Healthcare marketers continue
to face questions from the c-suite regarding the effectiveness of various ad
campaigns. And advertising ROI remains stubbornly difficult to demonstrate.
The Association of National Advertisers has a few suggestions: reach beyond
the marketing department for solutions, specifically to the finance department;
create a culture of accountability; designate an internal accountability
champion, who is versed in both analytical and financial proficiency, and take
a page from IBM and create cross-functional teams charged with developing
appropriate and realistic metrics.
4
infront c o m p i l e d b y n a d i n e a . b e n d y c k i
Finding and
rating Dr. Right
Caritas St. Elizabeth’s Medical
Center in Boston has launched
“Finding Doctor Right,” an online
personality quiz that helps patients
match with the right
physicians. “When you take
the quiz, it categorizes you
on whether you’re a social
patient, a reluctant patient
or a business-oriented patient,”
says Melanie Franco,
director of communications.
Anthem Blue Cross and
Blue Shield has launched its
Zagat Health Survey Tool,
enabling members to evaluate
their doctor visits based on
confidence in the physician’s
approach; the doctor’s bedside
manner, responsiveness and
rapport; convenience in making
an appointment; physician
punctuality and the office environment.
Angie’s List now rates
physicians, along with plumbers
and handymen. HealthGrades,
RateMDs and Revolution Health
Group have also jumped on the
bandwagon. While the American
Medical Association and its constituents
are less than thrilled by
the growing number of organizations
that evaluate how physicians
are doing, these rating services
are a sign that consumerism and
transparency in healthcare are
here to stay.
Knowing what consumers think
Getting inside the head of the customer, to learn more about how they think, is the
Holy Grail of all marketers. The emerging discipline of neuromarketing may assist
with this quest. Neuromarketing, or consumer neuroscience, is a sub-area of
neuroeconomics that uses methods and insights from brain research to address
relevant marketing problems.
Thinkingcraft, a startup company, has developed a methodology called neurographix,
based on the work of psychiatrist Carl Jung. Using neurographix enables
a company to customize marketing and sales
messages to better fit the way its customers
think and process information. PHD, the media
buying arm of Omnicom, uses a process called
neuroplanning to give weight to different media.
Volunteers have their brains scanned by MRI machines
as they consume different media, enabling
the agency to better understand which parts of the
customers’ brains are activated when would-be
buyers are exposed to radio, press and TV.
Arnold Worldwide, a Boston-based ad agency,
uses MRIs to gauge the emotional power of various
images. The agency also houses a new science-focused “human nature department.”
Researchers at Carnegie Mellon University are trying to identify the parts
of the brain that encourage one person to spend and another to be thriftier. They
found that MRIs show “distinct (brain) circuits anticipate gain and loss,” which
confirms that marketing and advertising do drive spending.
UCLA and ad research firm FKF Applied Research employ a technology that
examines advertising effectiveness with customer groups on a deeper level than
more traditional methods like focus groups. For the past two years, the two
organizations have partnered to release a ranking of the most effective Super Bowl
ads using fMRI (functional MRI) brain imaging.
Age of ad accountability
Most people in marketing are familiar with the words of retailer John
Wanamaker, “Half of the money I spend on advertising is wasted;
the trouble is I don’t which half.” Healthcare marketers continue
to face questions from the c-suite regarding the effectiveness of various ad
campaigns. And advertising ROI remains stubbornly difficult to demonstrate.
The Association of National Advertisers has a few suggestions: reach beyond
the marketing department for solutions, specifically to the finance department;
create a culture of accountability; designate an internal accountability
champion, who is versed in both analytical and financial proficiency, and take
a page from IBM and create cross-functional teams charged with developing
appropriate and realistic metrics.
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