April 13, 2018 BREAKING HABITS. GETTING NEW PATIENTS TO COME TO YOU Liz Tiefenthaler President, Pharm Fresh
Disruptors and the Disrupted Kindle- Borders and other bookstores Digital cameras and smart phones- Kodak Uber/Lyft- Traditional cab companies Google/the Internet- Encyclopedia Britannica, libraries, retailers, banking Mobile phones- Land lines, networking, search Airbnb- Lodging Drones- Surveillance, crop dusting, warfare, home package delivery Pandora & Spotify- itunes Amazon- Retail, Television, Grocery, Pharmacy ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 4
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A marketer s only defense is a strong offense. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 7
How Do You Set Up for a Good Offense? Know your customer It is better to be interested in your customer than interesting Be aligned. Let your purpose guide your vision and mission Engage; Get creative Know how to break, create and leverage habits to your advantage Be where your customers are. That means on multi-platforms ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 8
Disruption Through Offerings The times when brands build meaningful share gains are when they have disruptive innovations or when competitors make mistakes. -A.F. Lafley, CEO of P&G ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 9
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Disruption Through a Team Sport The key to driving performance is to make behaviors of your staff as habitual as the people who you want to buy your brand. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 11
Subscribe to the McKnight Principals Hire the right people Delegate responsibility Encourage taking initiative Give freedom to explore Tolerate mistakes If you put fences around people you get sheep. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 12
To Determine If You Are Going to Be Disrupted or The Disruptor, Ask Yourself These Questions: Is your value proposition well aligned with customer needs? Is there someone else out there who is doing a better job of that? Are there other things you could be offering customers? Are your delivery channels efficient? What is your digital presence? Are you interchangeable so that you are easily replaced by a competitor? Are you continuously acquiring new customers? Can your market become saturated? What is your cost structure? Are there any costs that threaten to outpace the revenues they support? ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 13
Do You Have A Blue Ocean Strategy? Blue Ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Excerpt from Blue Ocean Strategy ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 14
Living In An Age Where Disruption Is Normal Because the people who are crazy enough to think they can change the world are the ones who do. Steve Jobs, Former Co-founder, Chairman and CEO of Apple Inc. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 15
Businesses that survive and thrive in the next couple of years will have done so by working to habituate their brand. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 16
Habits keep our world sane ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 17
Experts say as much as 95% of the time we operate on autopilot. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 18
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Can you really design a robust business plan around prescription reimbursements when you aren t sure if you are your patient s habit? ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 20
The challenge is to understand those habits and to play to them. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 21
Who owns your customer s habit now? ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 22
What will it take to become your customer s habit? 1. Create a reason to switch 2. Then create a reason to stay ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 23
What do we know about how people make a decision to try a new brand? Awareness Consideration Trial Purchase Repeat ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 24
What does it look like when we want to change a habit? Cue or Motivation Ability Reward Routine ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 25
The best advice? Help people do what they already want to do. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 26
What motivates people to go to the pharmacy? ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 27
Design for simplicity. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 28
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There is a direct correlation between the amount of creative and success. Functional appeals do not differentiate between brands. Emotional appeals do. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 34
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Ability How easy are you to work with? Business today is about AND High Motivation + Hard to Do = Frustration Do you make it easy to switch? What is the reward? ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 36
Think small. Health Create joy through hospitality Innovate programs that become habits Design for simplicity Help people do what they want to do If a behavior creates delight or alleviates anxiety, then you ll do it again. Demonstrate that you have the best solution Simple always wins The more materialistic the reward, the less effective. Non-material and non-transactional is best, if possible. The best rewards contain emotions. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 37
I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 38
How can you deliver emotions habitually? vs. Uber App Madison Taxi Website ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 39
Routine. How do I make sure I stay their habit? Med Sync Med Packs Delivery Med D Reviews Specialty Medications Niche services ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 40
What is your plan for staff training? A poor performing team will negate the rewards. A high performing team will solidify the habits. The key to driving performance is to make behaviors of your staff as habitual as the people who you want to buy your brand. ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 41
Winning is not a sometime thing. You don t win once in a while; you don t do things right once in a while; you do them right all the time. Winning is a habit Vince Lombardi ENHANCE PROFITABILITY, STREAMLINE OPERATIONS, AND IMPROVE THE QUALITY OF PATIENT CARE. 42
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