Healthcare

Customer Experience

Phoenix clients are able to deliver advanced, effective sales and service programs that elevate their customers’ experience and maximize ROI.

This desirable result is due to our unique position in the healthcare market. We have a team of curious experts interested in solving clients’ business problems.

We offer a suite of measurement techniques focused on gaining strategic insights about patients, healthcare providers, pharmacists, and payors.Techniques range from ROI, driver-based, customer satisfaction business models to forward-looking customer retention, segmentation, and strategy programs.

Ultimately, each client receives a customized package of techniques and strategies, suited to best improving their customer service offering.

PHOENIX SEGMENTATION MODELS

Segmentation is a key component of the marketer’s toolkit for both pre-launch and inline products....

Segmentation is a key component of the marketer’s toolkit for both pre-launch and inline products. It can help in many ways, including defining the market, identifying under-served market niches, targeting marketing resources, identifying the most effective messages for different segments. But ultimately, the raison d’être of segmentation is to increase profitability. At Phoenix Healthcare, we believe a collaborative process that engages all stakeholders is the key to success. At its heart, our process is designed to ensure your segmentation is driven by and responds to the unique dynamics happening in your market.

The foundation of the process: we work with you/your stakeholders to develop the hypotheses that will focus and drive the segmentation to ensure it is actionable. We ask questions such as: What business decisions will be based on the segmentation? And ultimately, how will the segmentation help make your business more profitable?

Market researchers can talk at length about the statistical techniques they use to conduct segmentation — and we can too — but a successful segmentation is so much more than which statistical technique is used. We are conscious that different stakeholders may have additional criteria for “success”; therefore, we facilitate cross-functional meetings during the process of analyzing and bringing together the segmentation, to ensure the findings are actionable and relevant to all.

PHOENIX CUSTOMER LOYALTY (SATVAL)

Understanding loyalty and satisfaction is crucial in today’s healthcare environment. Though quite different situations, both...

Understanding loyalty and satisfaction is crucial in today’s healthcare environment. Though quite different situations, both patients and physicians develop behaviors according to their brand loyalty.  Both eschew generic alternatives and competing brands when they trust their treatment. The pressure to stay loyal has risen, though. For patients, the information they seek on their health is overlaid with opinions from HCPs, digital sources, marketing, pharmacists, and more. For physicians, sales reps still play a prominent, though shrinking, role, and other healthcare entities such as health/hospital systems, as well as the patients themselves, add complex dynamics to the prescription decision.

Phoenix’s Loyalty Segmentation combines a series of questions known to define loyalty and is customized for the nuances of specific markets.  This analysis maps the health of brands within a market with product users classified as Secure, Favorable, and Vulnerable customers and non-users differentiated based on their desire to use the products in the market.

While informative in describing the overall market, loyalty analysis provides insights into a brand’s position among specific market audiences (e.g., by country, region, specialty of doctor, etc.).  Each segment for a brand is profiled extensively across all study data to better understand their composition and how they differ from each other.  The profiles help shape strategies and direct targeting efforts to impact the customers that are most important to your brand.

PHOENIX ATTITUDE AND USAGE METRICS

As markets change and attitudes and behaviors of both healthcare providers and patients evolve, it...

As markets change and attitudes and behaviors of both healthcare providers and patients evolve, it is important for marketers to have a continual pulse on the marketplace in order to stay ahead.
In support of our client’s needs, Phoenix provides ad-hoc and ongoing Attitudes and Usage (A&U) research programs for clients. Phoenix is highly skilled in conducting these programs/projects and understands the importance of sampling and questionnaire design in detection of shifting market trends. Stable balanced and representative sampling is critical, as is maintaining question batteries that allow the back-end analytics to focus on the in-depth understanding of the market and opportunity gaps that exist or that are widening.
For many A&Us, Phoenix designs the questionnaire instrument(s) to allow for custom market segmentation, scoring of existing segments, root-cause analysis, needs/gap analysis, linking attitudes with behaviors, appending transactional/other third party data, and developing an understanding of how emotional factors are impacting the market.  Key driver analysis is also often an important element in our brand or market tracking studies. Phoenix provides these results in easy to use reporting formats, including interactive reporting dashboard.

PHOENIX LEAKY PIPE ATTRITION RESEARCH

Phoenix’s Pathway methodology, also known as the “Leaky Pipe,” provides a deep understanding of...

Phoenix’s Pathway methodology, also known as the “Leaky Pipe,” provides a deep understanding of lost product potential and what can be done to convert that potential to increased business. The research provides the pathway through which a customer interaction flows, from the point of symptoms/diagnosis through prescription/product fulfillment and compliance. This represents the patient flow “pipe,” while “leaks” in the pipe represent the factors that cause business to be lost (e.g., other brand preferred, switching, not filling a prescription, poor compliance). These leaks are quantified, and recommendations are made according to the size of the leaks and where they fall in the patient flow so that action can be taken based on the relative cost and effort of plugging the leaks.

The research can answer a variety of questions, depending on specific needs.

  • Opportunity Assessment: measure the opportunities in the current market landscape and where focus should be placed for optimal uptake
  • Market Assessment: understand the current  process, including the level of consideration your brand receives at each step
  • Product Growth and Market Extension: measure the impact of competition, including key competitors and other potential alternatives

Although the research is quantitative in nature, a qualitative, exploratory phase often precedes the quantitative phase to gather the appropriate information and ensure all potential “leaks” are included. Click here for more information.