Our Process.
The Kemper Connect process is magical, yet so simple. The process involves questions, observations, listening and recommendations.
Questions, Observations and Listening.
Typically a Kemper Connect engagement requires a site visit of one to three days from Robbie or a team member. We review any pertinent existing research data. The data varies by hospital or healthcare organization as to source, content or methodology. The information could be in the form of internal employee or external patient satisfaction surveys, information from a contract source such as PressGaney, feasibility studies, or recent focus group reports. We also review messaging in the form of: advertising print, mail, web, broadcast or other media aimed at external consumers. And we review internal communications such as intranet, newsletters, etc. Brief interviews with your marketing director, two key administrators and a service line director from the administrative and physician points of view are optimal for a cross section of points of view.
More Listening And Observing.
Robbie or a team member tours, observes and listens to patients and their interactions with your hospital or healthcare organization's touch points. This is an informal interaction, no questions of patients or families will be asked.
We Look And Listen For:
Organizational Self Awareness Are your leaders and staff passionate about their work and is this passion felt by internal and external consumers?
Independence
Are your messages "me too" or are they messages you can "own"?
Assertive Positivity
Are your marketing messages strong and positive, do they help consumer confidence?
Optimistic Positive Moods
Does your messaging leave consumers with a good feeling?
High Self Regard
Do your messages take the high road, or are they lost in a messaging traffic jam?
Empathetic Connections
Do your messages emotionally connect with the appropriate internal or external consumer?
Recommendations.
Robbie and his team will use their Marketing EQ assessment scale to "grade" the look, feel and tone, of all the communications or interactions outlined above.
The information gathered will be written into a plan of actionable steps to improve your healthcare organization's marketing EQ.
KemperConnect's recommendations typically include: language, signage, message and media fine tuning. If a special marketing initiative is under consideration, KemperConnect, could recommend a fresh set of focus groups to gather baseline perspectives.