Ge#ng to YES Personalizing Client Communica7on Ken Rotondo, DVM, MBA - - PowerPoint PPT Presentation

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Ge#ng to YES Personalizing Client Communica7on Ken Rotondo, DVM, MBA - - PowerPoint PPT Presentation

Oct 17, 2022 168 likes •690 views

A systematized approach to understanding your clients Motivation Ge#ng to YES Personalizing Client Communica7on Ken Rotondo, DVM, MBA mind Genomics ADVISORS Do we really know who our client is? Sex: Male Age: 50+ Height: 510.5

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SLIDE 1

Ge#ng to YES Personalizing Client Communica7on

Ken Rotondo, DVM, MBA

mind Genomics

ADVISORS

A systematized approach to understanding your client’s Motivation
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SLIDE 2 mind Genomics ADVISORS

Do we really know who our client is?

Sex: Male Age: 50+ Height: 5’10.5” Na7onality: Bri7sh Family Status: Married Annual Income: $10M+ Hobbies: Music, Art, Philanthropy
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SLIDE 3 mind Genomics ADVISORS

“NeWlix says Geography, Age, and Gender are ‘Garbage’ for Predic7ng Taste” David Z. Morris

Fortune Magazine April 2016
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SLIDE 4 mind Genomics ADVISORS

“Big Data can only quan7fy human behavior, it cannot explain its

  • mo7va7ons. That is to say it cannot

arrive at WHY.”

Mikkel B Rasmussen Harvard Business Review November 2015
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SLIDE 5 mind Genomics ADVISORS
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SLIDE 6 mind Genomics ADVISORS

“Most people use sta0s0cs like a drunk uses a lamp post… frequently for support rarely for illumina0on”

Vin Sculley Announcer, LA Dodgers
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SLIDE 7 mind Genomics ADVISORS Absolute worst message Absolute best message

Revenue Response

800% gap

The Right Message

But there is very liale data on assessing the right message…

Persado
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SLIDE 8

THE SCIENCE

  • Dr. Howard Moskowitz
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SLIDE 9

CREDENTIALS

  • Dr. Howard Moskowitz
  • Ph.D. Experimental Psychology – Harvard University
  • Charles Coolidge Parlin Market Research Award
  • Gold Medal Scien7fic Research – US Army Na7ck Laboratories
  • PDMA Cresheim Award
  • ESOMAR Award
  • Thomas Edison Research Award
  • Fellow of IFT Award
  • Hall of Fame of New York Market Research Council
  • Sigma Xi Walston Chubb Award for Innova7on
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SLIDE 10

Choice, Happiness and Spaghetti Sauce

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SLIDE 11 mind Genomics ADVISORS 11
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SLIDE 12

MGA Clients:

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SLIDE 13 mind Genomics ADVISORS

Proven Success Stories

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SLIDE 14

Applying Empirical Insights

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SLIDE 15 mind Genomics ADVISORS

Tax Prepara7on Agent ask 4-5 simple Ques7ons Within seconds the ViewPoint is iden7fied Key products to emphasize are listed Becomes permanent record of customer Scheduled for rollout 2015 tax season

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SLIDE 16 mind Genomics ADVISORS

Applying Empirical Insights

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SLIDE 17 mind Genomics ADVISORS

Objec7ve:

Increase email fundraising efforts without upse#ng mail list who signed up for other reasons

Impact:

Mapped database and uncovered 4 key mo7va7onal groups

Result:

By speaking directly to each groups’ subscriber mo7va7ons, dona7on rates increased by 42% against control.

Proven Success American Heart Associa7on +42%

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SLIDE 18 mind Genomics ADVISORS Increase store sales through more effec7ve segmenta7on and targeted messaging. Iden7fied 2 key a#tudinal segments and trained store staff
  • n how to type each
customer and communicate to them based on their segment. 27% sales lip in Segment 1 42% sales lip in Segment 2

Proven Success Shaw’s Jewelers +27%

Objec7ve: Impact: Result:

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SLIDE 19 mind Genomics ADVISORS Increase conversa7on rates across all channels. Iden7fied how to communicate with pet
  • wners in a way that
helped each iden7fied segments understand the health insurance product. 25% conversion lip in web sales; 40% conversion lip in phone sales; 50% conversion lip for in-person sales

Proven Success Trupanion Pet Insurance +100%

Objec7ve: Impact: Result:

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SLIDE 20 mind Genomics ADVISORS Maximize dona7ons using right messaging in ABC, CBS, and NBC simulcast Mapped database and uncovered key mo7va7onal interests into 4 groups 100 million raised in
  • ne hour simulcast

Proven Success Stand up to cancer

+35%

Objec7ve: Impact: Result:

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SLIDE 21 Objec7ve: Reduce readmission rates of conges7ve heart failure pa7ents. Impact: Uncovered key a#tudinal segments of pa7ents and enable hospital staff to communicate to each pa7ent based on their recep7ve mind set. Result: Reduced hospital readmissions by 80% in straight A/B test to non- typed pa7ents. Nursing staff reported higher job sa7sfac7on as a result of feeling beaer connected to pa7ents.

Proven Success

  • St. Mary’s Hospital

Upstate New York +80%

Reduc7on
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SLIDE 22

How do you know what your client really wants?

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SLIDE 23

mind Genomics

ADVISORS

“People are terrible at telling you what they want”

David Golberg, CEO Survey Monkey
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SLIDE 24

How does it work?

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SLIDE 25 mind Genomics ADVISORS

Six Key Messages Are Placed In Each Category

A1 A2 A3 A4 A5 A6 B1 B2 B3 B4 B5 B6 C1 C2 C3 C4 C5 C6 D1 D2 D3 D4 D5 D6 E1 E2 E3 E4 E5 E6 F1 F2 F3 F4 F5 F6
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SLIDE 26 mind Genomics ADVISORS 1 9

Online Survey Presents Groupings Of Messages

Based on these four statements……

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SLIDE 27 mind Genomics ADVISORS

Participants Rate Each Message Group

1 9

Based on these four statements……

7

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SLIDE 28 mind Genomics ADVISORS

Par7cipant Rates Each Of 48 Different Combina7ons

5 9 4 7 1 7 2 3 8 2 3 8 9 2 3 9 6 7 6 3 5 1 2 3 8 9 2 5 4 2 2 5 6 7 2 1 1 6 2 2 6 2 9 2 3 4 5 7 8 5 2 5 1 5

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SLIDE 29 mind Genomics ADVISORS A1 2 F3 2 A3 6 E2 3 F1 1 D6 1 C3 1 E6 1 D1 2 B3 2 B2 6 F2 3 C6 1 D4
  • 7

Overall Message Ra7ngs Are Typically Average

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SLIDE 30 mind Genomics ADVISORS E4 2 15
  • 2
8 D3 2 17 10 D2 6 14
  • 2
9 E2 3 10
  • 1
4 E1 1 9 4 B6 1 9 1
  • 1
C3 1 8 1 E6 1 7
  • 7
10 D1 2
  • 7
  • 2
8 B3 2
  • 7
10 B2 6
  • 8
  • 2
9 F2 3
  • 8
  • 8
4 C6 1
  • 9
4 B1
  • 7
  • 9
1
  • 1

Clear Messaging Emerges Once Paaerns Are Iden7fied

Sorted For Viewpoint #1

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SLIDE 31 mind Genomics ADVISORS

Viewpoint 1

Mo7va7ng Messages Detrac7ng Messages

Key Messages Are Applied To Each ViewPoint

Ac7onable Messaging for Each ViewPoint

B3 C6 E6 F6 A5 D4 F1 B2
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SLIDE 32 mind Genomics ADVISORS Delivering the Results

Leveraging The ViewPoint

Run model to categorize database / list Create messaging versions to individual categorizations in list Version 1 Version 2 Version 3 DM and Email Utilize VPI question set to categorize live Immediately identify individual categorization Suggested language and consultation is provided based on category Live Interaction
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SLIDE 33 mind Genomics ADVISORS

The ViewPoint of the Veterinary Client

Case Study

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SLIDE 34 mind Genomics ADVISORS A breakdown of the step-by-step process behind the science Marke7ng S7muli Iden7fied Cohort Groups Segmented Viewpoint Iden7fier Assigns Pa7ents To Cohort Groups Mind Genomics Analyzes Survey Results Target Pa7ents Distribute Online Survey Conduct Online Survey Develop 6x6 Survey/ Sta7s7cs Matrix Iden7fy Target Popula7on

Gather Survey Segment

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SLIDE 35 mind Genomics ADVISORS

Veterinary client study iden7fied six (6) organiza7onal categories under which six (6) relevant key benefit / aaribute statements could be grouped

SERVICES ENVIRONMENT TECHNOLOGY CONVENIENCE HUMANISTIC COMMUNICATION
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SLIDE 36 mind Genomics ADVISORS

The 6x6 survey matrix – popula7ng each silo with six statements

SERVICES

Silo A: Services

A1 We offer boarding facili7es…with veterinary
  • versight
A2 Nutri7onal counseling and prescrip7on diets available A3 Emergency services available 24x7 onsite A4 Health care recommenda7ons based on your pet’s age, breed and risk A5 Pet pickup/delivery and house calls available A6 Walk-in, no appointment needed, veterinary services
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SLIDE 37 mind Genomics ADVISORS

ENVIRONMENT Silo B: Environment

B1 You and your pet are greeted by name B2 American Animal Hospital Associa7on accredited hospital with evalua7ons to assure higher standard
  • f care
B3 Separate wai7ng areas for dogs and cats B4 Updated modern facility B5 Exam rooms provide a quiet, private environment B6 Check out process in the exam room for privacy

The 6x6 survey matrix – popula7ng each silo with six statements

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SLIDE 38 mind Genomics ADVISORS

COMMUNICATION

Silo C: Communica8on

C1 Phone calls answered personally and efficiently C2 Communica7on from your veterinarian by text messaging C3 Aper your pet’s treatment you can expect a follow- up phone call C4 Communica7on from veterinarian by mail C5 Communica7on from your veterinarian by email C6 Easy to understand and follow personalized wriaen take home informa7on

The 6x6 survey matrix – popula7ng each silo with six statements

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SLIDE 39 mind Genomics ADVISORS

TECHNOLOGY

Silo D: Technology

D1 Hospital u7lizes latest technology to improve the experience of your visit D2 Hospital u7lizes latest technology to improve the efficiency of your visit D3 Hospital u7lizes latest technology to reduce the 7me
  • f your visit
D4 Hospital u7lizes latest technology to provide the highest quality care for your pet D5 Computerized medical records provide security and immediate retrieval of vital informa7on D6 Monthly payment plans for rou7ne care available

The 6x6 survey matrix – popula7ng each silo with six statements

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SLIDE 40 mind Genomics ADVISORS

CONVENIENCE

Silo E: Convenience

E1 Appointments available the same day you call E2 Op7on to drop off your pet for care in the morning and pick up in the apernoon/evening E3 You can expect to be seen at your scheduled 7me E4 You can make your appointment online E5 Refill prescrip7ons on hospital web site E6 Evening and weekend hours available

The 6x6 survey matrix – popula7ng each silo with six statements

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SLIDE 41 mind Genomics ADVISORS

HUMANISTIC

Silo F: Humanis8c

F1 Veterinarians and staff respect the value of your 7me by making sure the visit is completed in a 7mely manner F2 You see the same veterinarian who knows your pet every 7me F3 We treat your pet as an important member of your family F4 Veterinarians and staff spend as much 7me with you and your pet as needed F5 Veterinarians and staff dressed neatly in clean medical uniforms F6 Your pet receives a birthday card from the veterinarian/hospital

The 6x6 survey matrix – popula7ng each silo with six statements

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SLIDE 42 mind Genomics ADVISORS

Three different pet owner segments were iden7fied.

Each require different communica7on and service approaches.

Client Convenience

17%

Budget Time & Money

40%

Veterinarian Rela7onship

43%

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SLIDE 43 mind Genomics ADVISORS

The total marketplace’s interest is different from that

  • f three iden7fied segments.

What works for one segment may not work in others.

Sorted by Total Sample: Highlighted >+9 & <-3 Total Sample Segment 1 of 3 Segment 2 of 3 Segment 3 of 3 Base 303 50 122 131 Percent 17% 40% 43% Propensity to Go to This Veterinary Hospital 34 28 38 33 Emergency services available 24X7 onsite 14 17 16 12 Veterinarians and staff spend as much 7me with you and your pet as needed 14 11 7 21 You see the same veterinarian who knows your pet every 7me 13 16 5 18 Evening and weekend hours available 12 7 13 14 Monthly payment plans for rou7ne care available 12 3 22 6 Veterinarians and staff respect the value of your 7me by making sure the visit with your pet is completed in a 7mely manner 11 10 7 16 We treat your pet as an important member of your family 11 10 21 American Animal Hospital Associa7on (AAHA) accredited hospital with regular evalua7ons to assure a higher standard of care 10 11 3 15 Nutri7onal counseling and prescrip7on diets available 3 15 1 Veterinarians and staff dressed neatly in clean medical uniforms 2 3
  • 1
4 Communica7on from your veterinarian by mail 1 11 3
  • 4
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SLIDE 44 mind Genomics ADVISORS

Client Convenience (Seg 1)

Client wants prompt veterinary service with special treatment.

Sorted by Segment 1 of 3 : Highlighted >+9 & <-3 Total Sample Segment 1
  • f 3
Segment 2
  • f 3
Segment 3
  • f 3
Base 303 50 122 131 Propensity to Go to This Veterinary Hospital 34 28 38 33 Emergency services available 24X7 onsite 14 17 16 12 You see the same veterinarian who knows your pet every 7me 13 16 5 18 Walk-in, no appointment needed, veterinary services 8 16 6 8 Pet pickup/delivery and house calls available 8 15 2 11 Separate wai7ng areas for dogs and cats 7 15 1 9 Nutri7onal counseling and prescrip7on diets available 3 15 1 Communica7on from your veterinarian by text messaging
  • 2
15 3
  • 13
Exam rooms provide a quiet, private environment 8 14 12 Updated modern facility 5 14
  • 3
10 Appointments available the same day you call 9 6 10 9
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SLIDE 45

Client Convenience (Seg 1) Is a person who wants prompt veterinary service with special treatment.

Sorted by Segment 1 of 3 : Highlighted >+9 & <-3 Total Sample Segment 1 of 3 Segment 2 of 3 Segment 3 of 3 Base 303 50 122 131 Propensity to Go to This Veterinary Hospital 34 28 38 33 Emergency services available 24X7 onsite 14 17 16 12 You see the same veterinarian who knows your pet every 7me 13 16 5 18 Walk-in, no appointment needed, veterinary services 8 16 6 8 Pet pickup/delivery and house calls available 8 15 2 11 Separate wai7ng areas for dogs and cats 7 15 1 9 Nutri7onal counseling and prescrip7on diets available 3 15 1 Communica7on from your veterinarian by text messaging
  • 2
15 3
  • 13
Exam rooms provide a quiet, private environment 8 14 12 Updated modern facility 5 14
  • 3
10 Appointments available the same day you call 9 6 10 9 Hospital u7lizes latest technology to provide the highest quality care for your pet 8 6 6 11 Your pet receives a birthday card from the veterinarian / hospital
  • 1
6
  • 9
4 Monthly payment plans for rou7ne care available 12 3 22 6 You can make your appointment online 4 3 8 1 Veterinarians and staff dressed neatly in clean medical uniforms 2 3
  • 1
4 Refill prescrip7ons on hospital web site 4
  • 1
3 6 Sorted by Segment 1 of 3 : Highlighted >+9 & <-3 Total Sample Segment 1
  • f 3
Segment 2
  • f 3
Segment 3
  • f 3

Communica7on from your veterinarian by text messaging

  • 2

15 3

  • 13
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SLIDE 46 mind Genomics ADVISORS

A “New Reality”… How Valuable are these insights?

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SLIDE 47 mind Genomics ADVISORS

ViewPoint Messaging can be used throughout the many Client Touch Points in Vet Hospital

  • Handouts & Brochures
  • Targeted Pa7ent Reminders
  • Social Media Communica7on
  • Customize newsleaers and direct mail
  • Telephone & webpage connec7vity
  • Client conflict resolu7on
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SLIDE 48

Measuring Results Key Performance Indicators (KPI’s)

  • Average Client Transac7on (ACT’)
  • Reminder System Capture Rates
  • Wellness Program Sales and Compliance
  • Parasi7cide Sales
  • Dental Procedures per month/quarter/year
  • “Senior” Pa7ent Visits
  • Nutri7onal Consults
  • Pet Food and Special Diet Sales
  • Behavioral Consulta7ons
  • Other KPI’s…
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SLIDE 49 What is the great revolution in science
  • f the last 10, 15, 20 years?
IT IS THE MOVEMENT FROM

UNIVERSALS,

TO THE UNDERSTANDING

OF VARIABILITY.

Genetics has opened the door to the study
  • f human variability.”
Malcolm Gladwell

“

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SLIDE 50 mind Genomics ADVISORS

Thank You!

krotondo@mindgenomics.com www.mindgenoimcs.com