How Much is all that Marketing Worth, Anyway? - The Low Cost of Physician Leadership

By Heather Rast, Director of Strategic Services

Last night I read an interesting BusinessWeek article titled “Are We consumers - or Consumed?”  The article discussed opposed positions from two books, one which purports consumers and brands complicity interact, and the other which argues marketing (or “murketing,” suggests the author) and the consumer have a more ambiguous relationship.

I found this article particularly compelling because I’m a long-time marketer; it’s been my job to exploit consumer needs (real or perceived) and perpetuate compelling messaging to incite trial and mechanisms to encourage affinity with repeat purchase.  I’m clearly also a consumer, and quite a conscientious one; I evaluate product placement, packaging, merchandising schemas, displays.  When I realize I like brand X instead of brand Y, I really try to identify the variables that influenced my decision.  Is that product/service really superior to the other one I tried?  Is the hook really a product innovation, or merely a marketing innovation (”new look, same great taste!”)?

Now that you’re thinking (about that new enriched water, that new blouse that won’t ever wrinkle, or that knife that will slice tomatoes AND paper), let’s consider healthcare instead of consumer products.

With the case of my children’s doctor, for instance, I have the freedom (insurance-wise) to choose either one of the two major local systems.  And I’ve held a couple of different career positions in the area, so I’ve had occasion to be affiliated with both systems.  So when I have a choice, which do I choose, and why?

I’m with [System One].  Are they the most technologically superior?  Are they the Most Wired?  Do they have service-leading clinical trials?  I confess, I just don’t know.  Those aren’t the needs I face today.

I do know that my pediatrician has given me his email address and encourages me to drop a line if I have a question.  I know that his nurse always returns my call promptly and is courteous and respectful when she speaks to me, no matter how trivial (or bizarre!) my inquiry.  His office even readily accepted not one, but all three of my children into their practice (”Sorry, the doctor is no longer accepting new patients.”) when we relocated back to the city after several years away.  He values the time of a working, commuting mother of three and recognizes that when I call asking for a prescription to treat pink eye that I know what I’m talking about - there’s no need to bend my schedule into a pretzel to bring the oozing, crusty little guy in.

I can’t recall why I tried [System One] in the first place, way back when.  But I can easily tell you why I’m with them today.  And my REAL point is - I do that (tell people) almost weekly.  I talk easily, frequently, thoroughly, and passionately about which doctor I recommend.  Didn’t you know?  Satisfied Customers Tell Three Friends.

What’s my recommendation worth to you?