Answer for HCA 615 What is customer intelligence? Module 6 DQ 1
The issue of health care marketing has taken a divergent turn from the previous focus on promotion to product. The new focus calls for health care organizations to improve the interaction between patients and the provider. By doing so, the customer experience received from the provision of quality care will result in improved customer satisfaction hence loyalty. Indeed, the contemporary marketing that focuses on patient satisfaction is premised upon the experience of the patient during their maiden encounter with the physician. Such first experiences will determine whether a customer continues to utilize the services of a care facility and promotes it to their friends and family members or otherwise. Therefore, the definition of marketing intelligence in health care denotes the feelings of a patient or patients towards the services that they received in health care. This is consistent with the article by Clark (2006), which reveals that marketing intelligence entails leveraging of the provider-patient interaction after acquiring customer intelligence information such as the desires, preferences and needs of the two groups.
The acquisition of customer intelligence data such as the ones mentioned above prove pivotal in gaining competitive advantage in a health care industry that has cutthroat competition. There are several ways that the health care manager can utilize customer intelligence in order to formulate strategic customer experience. One of the ways that this can occur entails the adoption a customer survey as regards their various services. In addition to customer surveys, ethnographic studies and even customer satisfaction may be adopted by health care managers in order to attain improved customer satisfaction hence loyalty. An example of this involves gathering data regarding the hospitalization experience of the patient. The data collected from such experiences will be analyzed and the gaps identified improved so as to increase the hospitalization experience. By doing this, the patient satisfaction will be achieved which translates to their loyalty hence promotion of the health care facility.
References
Clark., A. P. (2016). Healthcare Marketing in the 21st Century: Beyond Promotion to Constructing Experiences to Achieve High Performance. Health Marketing Quarterly, 23(3), 1–7. Retrieved from https://search-ebscohost-com.lopes.idm.oclc.org/login.aspx?direct=true&db=a9h&AN=32657491&site=ehost-live&scope=site
