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

A systematized approach to understanding your client’s 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: 5’10.5” Na7onality: Bri7sh Family Status: Married Annual Income: $10M+ Hobbies: Music, Art, Philanthropy mind Genomics ADVISORS

“NeWlix says Geography, Age, and Gender are ‘Garbage’ for Predic7ng Taste” David Z. Morris Fortune Magazine April 2016 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 mind Genomics ADVISORS

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 mind Genomics ADVISORS

The Right Message But there is very liale data on assessing the right message… Absolute best message Response 800% gap Absolute worst message Revenue mind Genomics Persado ADVISORS

THE SCIENCE Dr. Howard Moskowitz

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

Choice, Happiness and Spaghetti Sauce

mind Genomics ADVISORS 11

MGA Clients:

Proven Success Stories mind Genomics ADVISORS

� Applying Empirical Insights �

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 mind Genomics ADVISORS

� Applying Empirical Insights � mind Genomics ADVISORS

Associa7on +42 % Proven Success American Heart Objec7ve: Impact: Result: Increase email Mapped database and By speaking directly to fundraising efforts uncovered 4 key each groups’ without upse#ng mo7va7onal groups subscriber mail list who signed mo7va7ons, dona7on up for other reasons rates increased by 42% against control. mind Genomics ADVISORS

Shaw’s Jewelers +27 % Proven Success Objec7ve: Impact: Result: Increase store sales 27% sales lip in Iden7fied 2 key through more Segment 1 a#tudinal segments effec7ve 42% sales lip in and trained store staff segmenta7on and Segment 2 on how to type each targeted messaging. customer and communicate to them based on their segment. mind Genomics ADVISORS

Proven Success Insurance +100 % Trupanion Pet Objec7ve: Impact: Result: Increase Iden7fied how to 25% conversion lip in conversa7on rates communicate with pet web sales; across all channels. owners in a way that helped each iden7fied 40% conversion lip in segments understand phone sales; the health insurance product. 50% conversion lip for in-person sales mind Genomics ADVISORS

+35 % Proven Success Stand up to cancer Impact: Result: Objec7ve: Maximize dona7ons Mapped database and 100 million raised in using right uncovered key one hour simulcast messaging in ABC, mo7va7onal interests CBS, and NBC into 4 groups simulcast mind Genomics ADVISORS

Upstate New York +80 % Proven Success St. Mary’s Hospital Reduc7on Objec7ve: Impact: Result: Reduce readmission Uncovered key Reduced hospital rates of conges7ve a#tudinal segments of readmissions by 80% in heart failure pa7ents. pa7ents and enable straight A/B test to non- hospital staff to typed pa7ents. communicate Nursing staff reported higher to each pa7ent based on job sa7sfac7on as a result of their recep7ve mind set. feeling beaer connected to pa7ents.

How do you know what your client really wants?

“People are terrible at telling you what they want” mind Genomics David Golberg, CEO Survey Monkey ADVISORS

How does it work?

Six Key Messages Are Placed In Each Category A1 D1 A2 D2 A3 D3 A4 D4 A5 D5 A6 D6 B1 E1 B2 E2 B3 E3 B4 E4 B5 E5 B6 E6 C1 F1 C2 F2 C3 F3 C4 F4 C5 F5 C6 F6 mind Genomics ADVISORS

Online Survey Presents Groupings Of Messages Based on these four statements…… 1 9 mind Genomics ADVISORS

Participants Rate Each Message Group 7 Based on these four statements…… 1 9 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 mind Genomics ADVISORS

Overall Message Ra7ngs Are Typically Average A1 2 F3 2 A3 6 E2 3 F1 1 D6 1 C3 1 E6 1 D1 2 B3 2 B2 6 F2 3 mind Genomics C6 1 ADVISORS D4 -7

Clear Messaging Emerges Once Paaerns Are Iden7fied E4 2 15 -2 8 D3 2 17 0 10 D2 6 14 -2 9 Sorted For Viewpoint #1 E2 3 10 -1 4 E1 1 9 0 4 B6 1 9 1 -1 C3 1 8 1 0 E6 1 7 -7 10 D1 2 -7 -2 8 B3 2 -7 0 10 B2 6 -8 -2 9 F2 3 -8 -8 4 mind Genomics C6 1 -9 0 4 ADVISORS B1 -7 -9 1 -1

Key Messages Are Applied To Each ViewPoint Ac7onable Messaging for Each ViewPoint Mo7va7ng Messages B3 C6 E6 F6 Viewpoint 1 Detrac7ng Messages A5 D4 F1 B2 mind Genomics ADVISORS

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

Case The ViewPoint of the Veterinary Client Study mind Genomics ADVISORS

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

Veterinary client study iden7fied six (6) organiza7onal categories under which six (6) relevant key benefit / aaribute statements could be grouped COMMUNICATION ENVIRONMENT CONVENIENCE HUMANISTIC TECHNOLOGY SERVICES mind Genomics ADVISORS

The 6x6 survey matrix – popula7ng each silo with six statements Silo A: Services A1 We offer boarding facili7es…with veterinary oversight SERVICES 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 mind Genomics ADVISORS

The 6x6 survey matrix – popula7ng each silo with six statements Silo B: Environment B1 You and your pet are greeted by name ENVIRONMENT B2 American Animal Hospital Associa7on accredited hospital with evalua7ons to assure higher standard of 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 mind Genomics ADVISORS

The 6x6 survey matrix – popula7ng each silo with six statements Silo C: Communica8on C1 Phone calls answered personally and efficiently COMMUNICATION 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 mind Genomics ADVISORS

The 6x6 survey matrix – popula7ng each silo with six statements Silo D: Technology D1 Hospital u7lizes latest technology to improve the experience of your visit D2 Hospital u7lizes latest technology to improve the TECHNOLOGY efficiency of your visit D3 Hospital u7lizes latest technology to reduce the 7me of 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 mind Genomics ADVISORS

The 6x6 survey matrix – popula7ng each silo with six statements Silo E: Convenience E1 Appointments available the same day you call CONVENIENCE 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 mind Genomics ADVISORS