In healthcare, as in other service industries, marketing is allabout managing the service and the customer–or patient–experience.  And, the role of the service marketer differs from that of a product marketer in important ways.  In their keynote session this afternoon, The Service is the Marketing, Leonard Berry and Kent Seltman described three “not so obvious” roles for the healthcare marketer.

First, the healthcare marketer is a Clue Manager.  The service experience is influenced by numerous clues … including technical quality of care, the look of the facility, noise levels, and how the patient is treated by the many people they interact with.  No one in the organization should be more conscious of the need to orchestrate these clues to paint a positive picture than the marketing director, says Berry.  The marketer should take a leadership role in helping the organization close the gap between what the patient and his or her family want to feel and the actual experience.

Second, the healthcare marketer is the Internal Brander.  It is the marketer’s role to sell the brand promise to employees.  That involves educating staff throughout the organization about the desired brand experience along with celebrating brand-strengthening behaviors.

Third, the healthcare marketer is a Quality Service Champion.  As Berry and Seltman point out, the healthcare marketer cannot be successful in his or her job if the service and the experience are poor.  The marketer must champion excellent service because the service IS the marketing–it is the quality of the service delivered, of the patient experience and all that goes into it, that will deliver the positive word of mouth that is so essential to marketing healthcare.

General sessions at the Customer Based Marketing Forum are often referred to as “keynotes.”  Keynote sessions set the stage for the conference and target some of the most critical emerging issues.

The 2009 Keynote sessions are listed below.  We are interested in your comments about the topics (both before and after hearing the presentations).

Leonard L. Berry, PhD, Distinguished Professor of Marketing and M.B. Zale Chair in Retailing and Marketing Leadership, Mays Business School, Texas A&M University

Kent Seltman, PhD, Senior Marketing Consultant, Mayo Clinic

In healthcare, as in other service industries, the service delivered becomes the marketing. The facilities . . . the efficiency of services . . . the interpersonal interactions . . . the quality of care — that is what defines the patient experience.  Join service marketing experts Leonard Berry and Kent Seltman in their examination of the principles, practices, and values that guide the delivery of exceptional clinical quality, organizational efficiency, and interpersonal service. Learn what marketers can do today to contribute to a culture where the needs of the patient truly do come first.

Attend this keynote on Wednesday, February 4, 2009 at 4PM

Omar Wasow
Cyberspace Pioneer, NBC Internet Analyst & BlackPlanet.com Founder

Whether online or on-air, Omar Wasow is a leading commentator on the challenges and opportunities of new media and the new economy.  Wasow is the founder of BlackPlanet.com, one of the 50 most heavily trafficked Internet sites.  He is the weekend technology correspondent for MSNBC, a regular contributor to USA Today, and an advocate for social issues. Wasow tutored Oprah Winfrey as she explored the Internet in a 12-part series Oprah Goes Online, and People magazine named him the “Sexiest Internet Executive.” Join Omar Wasow in examining how the Internet is transforming our social, political, and economic futures.

Attend this session on Thursday, February 5, 2009 at 8 AM.

Michael Howe, Howe & Associates
Former Chief Executive Officer, MinuteClinic

Marketers today are interacting with four distinct generations of consumers — each with its own core values, biases, and expectations. How consumers make healthcare decisions, hear and react to market messages, and prefer to communicate, are all influenced by generational differences.  Join Michael Howe, who is recognized for his ability to identify consumer needs, create strategic vision, and build nationally recognized brands, and examine the differences. Learn how to engage generational marketing techniques to connect with customers, build trust, and appeal to the unique decision-making traits of each generation.

Attend this session on Friday, February 6, 2009 at 8:00AM