April 25, 2015 PostFilter

White Papers


These white papers, videos, presentations and other resources provide a framework for understanding and a key prescriptions on how your organization can achieve the objectives of your endeavor.

You can also access our Social Networking Posts in one place on our site for additional practical insights.

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Blitz User Testing

In this webinar we will share how to use website user testing to truly understand the needs of your key user groups and to build internal alignment for change. Through this webinar, we will review: How to incorporate VOC into your website redesign (Don’t redesign in the dark!) Tools to determine why and when customers use the website throughout their experience Maximizing the impact that marketing can make to the digital experience Building an action plan to translate insights into action

Message Mapping: Creating a Communications Roadmap

A message map has the unique advantage of visually representing your key messages in a concise format. Thus, it can be used quickly and is easily understood to create alignment and put effectively into use. It becomes a template for advertising, website copy, and conversations. And message mapping can be used for all types of audiences. Message maps can also be created for specific circumstances, such as communication during a crisis or organizational change. Message maps are effective for these purposes, but are also fundamental for everyday situations, such as answering common questions, setting expectations, or clearly communicating differentiation and managing expectations. In this paper, we review the process of message mapping and tips for implementation.

Arctic Advisory Team Overview

Endeavor Management has gathered a team of nine senior professionals to bring years of experience and invaluable advice to companies who are involved in or plan to be involved in the development of oil & gas resources in the Arctic region.

Why our Website Redesign Worked: Avoiding Disaster and Building Alignment

Websites serve as the windows to our organizational souls, yet remain one of the biggest opportunities for improvement. Digital experiences often reflect silos within our health care systems, orchestrated around us instead of our users’ needs.

Taking a Marketing Lens to Address Patient Access

Preventative care can prevent or reduce more serious health problems for patients, and lower healthcare expenses for patients, hospitals and health insurance companies. A key to ensuring that people receive the proper ounce of prevention is their ability to access this care.

From Conception to Birth: Engaging Physicians and Families as Partners

Texas Children’s Hospital, with support from Gelb Consulting and FKP Architects, sought to define a transformative expansion from pediatrics to women’s health.  This initiative, driven by external market factors to secure newborn care cases, was a visionary shift and required an insightful perspective on an entirely new market.  Gelb Consulting’s strategy consulting and experience management services were used to design an innovative approach to this new market.  As this case study illustrates, this strategy surpassed initial estimates and continues to grow.

Segments and Personas

We had the privilege of leading this workshop recently along with SG2 and Roswell Park during the Annual PAMN Conference. This presentation outlines the importance and application of segments and templates you can use to accelerate your customer insight development. Personas are used to inform strategic decisions by putting the customer in the room. Learn how this technique can be used for your initiatives related to brand/marketing management, customer experience, and product/service innovation.

Board 2015 – The Board of Directors as a Competitive Advantage

To fulfill their responsibilities in this ever‐changing environment, 21st century boards realize they must abandon inadequate 20th century practices. Twenty‐first century boards have some distinctive new expectations that call for the board and chief executive officer to genuinely engage in the complex dynamic of collaboration and oversight. Though addressing a different issue, President Ronald Reagan may have said it best, “Trust but verify.” Boards and CEOs have distinctive roles yet mutual responsibilities. Boards and CEOs must trust and collaborate with each other. The CEO must execute. The board must oversee. Boards that manage undermine their oversight role.

Emotionally Intelligent Healthcare – Why We Need Physician Leaders

This paper examines the value of emotional intelligence skills in physician leadership development through the lens of the changes implemented by the Affordable Care Act. Discussion of physician medical training and its relationship to effective leadership qualities, together with emotional intelligence skills, form the basis for this research. Through interviews with current physician leaders and review of relevant, current research, we examine how the soft skills associated with emotional intelligence are essential in guiding physicians in the practice of leadership.

Insights 360 – Voice of the Customer

Leveraging our history of over 60 years in marketing research, we have created technology-enabled tools to help capture the voice of the market, customer and employee.

5 Tips for Refreshing Your Strategic Marketing Plan

Leveraging our history of over 60 years in marketing research, we have created technology-enabled tools to help capture the voice of the market, customer and employee.

Achieve Clarity in a Dynamic Healthcare Landscape

Take Big Data to Big Impact. Our Insights|360 solution will take your program to the next level. Going beyond data integration, we work with you to establish a solid measurement program that is in alignment with your business goals and strategy.

Healthcare Cultural Transformation

Your culture is an expression of your brand. It is deeply intertwined with the customer experience and can can be a source of strength for growth or it can be a constraint on strategic change. The internal and external perceptions of your culture and can put at stake your company’s very ability to be trusted by its customers at the grassroots level. This document outlines our capabilities and tools in helping you transform your healthcare culture.

Get to Know Your Referrers

In addition to advanced technology, latest clinical trials, and a team of liaisons, there are many other functional and emotional factors affecting physician referral behaviors. Most of these can be indicated by leakage reports, but these don’t explain WHY a physician referred his or her patients to a competitor. In this presentation, given with St. Jude Children’s Research Hospital, we explore the combined use of experience map and decision factors research to get at the heart of the issue…which ultimately drives clinical volume or physician referrals. 

Patient360 Demo

Identify and address service issues in real time with Gelb’s Patient360 experience dashboard. Our dashboard collects responses at critical touchpoints to identify at-risk issues in real-time. Patient360 will also distribute alerts to those empowered to resolve issues, creating loyal customers. In addition, we integrate other experience related data such as volume, service area and satisfaction statistics to trend results over time and provide a complete picture of your patient experience.

Physician360 Demo

Referring physicians represent a major influence and source for clinical volume. However, most systems today lack integrated reporting capability to address service, loyalty, and segmentation issues. Gelb’s Physician360 dashboard addresses this need by providing a cloud-based tool which integrates disparate data sources into a common, filterable view. Our dashboard also collects responses at critical touchpoints to identify at-risk issues in real-time. Physician360 will also distribute alerts to those empowered to resolve issues, creating loyal customers.

Due Diligence Team Brochure 2017

Endeavor Management’s Due Diligence Team provides valuable advice to companies on developing bid strategies for individual assets, company acquisitions and divestitures.

Historical Development of the Offshore Industry

Endeavor Management Consultants Victor Schmidt, Bruce Crager, and George Rodenbusch contributed an opening overview article in the recently published Encyclopedia of Marine and Offshore Engineering (John Wiley & Sons, Ltd.), explaining the Historical Development of the Offshore Industry. The article covers the industry’s three major stages: exploration, drilling, and production, showing how specialized engineering is required and has been applied throughout each of these stages over the past 120-plus years, as the industry steadily advanced into deeper water and more challenging environments. The full Encyclopedia may be reviewed at the Wiley Online Library Abstract The oil and gas industry finds and develops offshore oil and gas fields in three major stages: exploration, drilling, and production. Specialized engineering is required and has been applied throughout each of these stages resulting in the industry’s steady advance into deeper water and more challenging environments. The advances in engineering are best seen in the structures and technologies that have been applied in the vessels designed for use on and in the water, in the new materials developed to meet harsher conditions, and in the control systems developed to guide the flow of fluids from deep in the earth, through the water column, and into the platforms and floating production systems that gather and process the production, so it can be sent to market. The engineering challenges continue to evolve, and the solutions that are developed set the stage for industry’s next advance into the ocean’s depths.

Michael Shook, Endeavor Management, Executive Vice President

Meet Michael Shook, Endeavor Management, Executive Vice President

The Art of Birkman Interpretation

We introduce a creative approach to the interpretation of Birkman Method® reports and then introduce a comprehensive method of Birkman analysis designed for those few, especially difficult, Birkman reports to interpret.

Is Your Performance Management System Working?

Without some steering or managing mechanism to ensure that personnel energies are directed to the right ends, an organization cannot be sure of the results that will be delivered over any period of time.  Endeavor Management’s prescriptions on performance management will guide leaders on how to use a proven Contractor Model to achieve business results.

How and Why to Build High Performing-Teams

In any business, people make the difference. One of the most elusive outcomes is that of creating a high-performing team. Learn how to do it right with this Endeavor Management white paper.

Physician Leadership – How Physicians Can Learn to Lead the Rapidly Changing Healthcare Industry

Physician leadership requires the development of specific skills that enable them to inspire followers, especially in the face of change. To embrace change means to look beyond “the way we’ve always done things.” Instead, leaders must facilitate relationships that encourage confidence and build competence; they must value and encourage learning and process improvement while recognizing contributions in meaningful and creative ways. These skills are often the difference between success and failure in the face of change — and they’re what set great leaders apart.

Developing a Customer Focused Culture with Experience Mapping Workshops

Understanding customer experiences is an important and necessary first step, but many organizations find it challenging to take the next step of imparting what they have learned to others within the organization and developing a rollout plan for improvement. In this paper, we outline prescriptions for using training workshops to motivate employees and define key behaviors. Translating these behaviors is critical for long-term growth.

Red Zone Gameplan for Changing Culture

In this Red Zone Game Plan chapter we will discuss one of the most difficult and least understood of the Red Zone maneuvers. While there is a great deal of talk about changing an organization’s culture, there seems to be very little agreement on how to do it. Suffice it to say that many managers talk about the desirability of changing culture but few are willing to bite the bullet and go after a full‐fledged culture change. One manager even said that changing a culture is like moving a graveyard; you can’t count on much help from the residents. This whitepaper will begin with a high‐level primer on the subject of culture change and will end with a discussion of the Red Zone principles as they apply to this fuzzy situation. Click on the link below to download this white paper.

Building a Culture of Patient Safety

The drama that has played out in a Dallas, Texas hospital around patient, staff and public safety in treating the deadly Ebola virus illustrates how critical a healthcare leaders role in preparing their facilities can become. In this paper, we explain how the lack of a Culture of Patient Safety is a leadership challenge that leaders can tackle.

Game Plan for Changing Culture

While there is a great deal of talk about changing an organization’s culture, there seems to be very little agreement on how to do it. Suffice it to say that many managers talk about the desirability of changing culture but few are willing to bite the bullet and go after a full-fledged culture change. One manager even said that changing a culture is like moving a graveyard; you can’t count on much help from the residents. This paper provides a high- level primer on the subject of culture change and will end with a discussion of the Red Zone principles as they apply to this fuzzy situation.

Project Execution in Changing Times

Many approaches are being taken to reduce the cost of capital developments; some are being put on an accelerated path to drive short term fixes such as price concessions, headcount reduction, insourcing of expertise, drawn out phasing of work, scope reduction and deferral. Systemic issues, that require investment of time and resources require equal attention and can pay dividends now and become a way toward longer term, sustained business improvement. One of the oil and gas industry’s systemic issues that requires attention is effective delivery of capital projects. As various well regarded research has shown, the current performance of megaprojects (>$1billion) has plenty of room for improvement and has not significantly changed over the last decade.

Marketing360 Demo

Gelb’s Marketing360 Dashboard provides real-time insights to associate marketing efforts with revenue and other strategic objectives. Marketing360 can integrate yours and external data sources. These data can include profile and activity data from CRM systems, PR data, website analytics, social media monitoring results, and revenue outcomes by service area and/or product.

Customer Enchantment Fact Sheet

When you provide exceptional experiences, increased advocacy and revenues are your reward. Gaining a holistic and intimate understanding of the experiences of your patients, their families and their referring physicians is at the heart of the relationship required to engage them. This fact sheet provides an overview of our proven customer enchantment approach and tools.

Big Data to Big Impact

Take Big Data to Big Impact. Our Insights|360 solution will take your program to the next level. Going beyond data integration, we work with you to establish a solid measurement program that is in alignment with your business goals and strategy.

Insights 360 – CRM Integration

Competing in today’s customer-focused environment requires a robust Customer Relationship Management system (CRM) that is designed to fit seamlessly within your business processes.

Marketing Research

Gelb’s depth and breadth in healthcare marketing research is extensive. Following are some highlights of our capabilities.

Webinar: Referral Development

How can you balance people, process and technology to optimize the structure of your physician relations organization? Gain a fresh perspective on how to think beyond traditional physician liaison function and gain insight into how to develop a more strategic and operational approach that can grow your organization’s physician referral base in a continually evolving accountable care environment.

Webinar: Physician Engagement

In this webinar, we highlight key data, a framework for focusing your efforts with an aim statement and how to develop a programmatic approach to physician engagement.  

Strategic Imperative Digital Transformation in Capital Projects

The O&G industry is at an inflection point in capital project effectiveness. Whether you are an operating asset owner or an EPC, your company is confronted with reinventing the core of its capital projects delivery through digital solutions. Such strategic transformation requires a holistic change management process that focuses on people and work processes to achieve sustained, culturally intrinsic result from new technology and software applications.

Accelerating Revenues in the New Oil and Gas Era

This executive briefing highlights ways for your organization to take timely and effective advantage of the recovering Oil and Gas market. Companies that adapt their market strategies and tactics to this new era will ensure early recovery, enabling them to accelerate revenues and profits ahead of their competitors.

Healthcare Market Research Made Easy

We outline several quick and inexpensive techniques to capture the voice of the customer for healthcare market research.

Key Tools for Oilfield Insight Development

This presentation outlines key tools used to gain insight in the oilfield.  Techniques such as customer value analysis and discrete choice modeling were presented by John McKeever at the Marketing in the Oilfield Conference in 2013.

Integrated Risk Management

While the benefits of strategic change are potentially large, the implementation of such changes continues to be a risky proposition, potentially causing hundreds of millions of dollars in disruption if not managed properly.  This risk management white paper outlines a proven process to outline risks and address such strategically.

Bruce Crager Presentation Topics

Bruce Crager, Executive Vice President of Endeavor Management, overseeing our Expert Advisory Group, has the depth of experience to present on the following topics: Subsea production – today and tomorrow Deepwater production systems Process standardization Leading by listening Achieving work-life balance  

Run the Business, Change the Business

Significant change is very difficult to implement into the day-to-day operation of a complex organization. Endeavor Management has developed a model for managing these types of complex changes, as outlined in this white paper.

2016 Offshore Operations Survey

Survey results from our most recent survey highlight the opportunities for industry collaboration.

Subsea Production Systems – Market Update

The subsea market is growing. Learn the tools and equipment, processes, and future potential of this market from Bruce Crager, Executive Vice President. The industry has been installing subsea wells for over 50 years and there have been on the order of 5,000 subsea wells drilled and completed to date with hundreds more being added each year. This video provides an update on the subsea market and identifies the expected growth. It also includes a summary of the type of subsea processing systems which are being used today and projections for the future.

Interview: Bruce Crager, Executive Vice President

Meet Bruce Crager, Executive Vice President.

Oil and the Global Economy – Bruce Crager

Bruce Crager discusses the relationship between the global economy and the oil & gas industry during this keynote address.

Floating Production Systems Presentation

The presentation describes how floating production systems are now the proven choice for developing fields in deepwater and remote locations.  This presented was delivered by Endeavor Management’s Bruce Crager to the Rice University Global E&C Forum.

A U.S. Manufacturing Renaissance

A renaissance – marked by an era of transformation and growth –‐ is presenting a real opportunity for the US manufacturing industry to regain its position as the prime driver of the economy. But only those firms who adopt a new way of looking at their world will succeed. This white paper outlines how Endeavor Management can support your efforts to take advantage of the great sea change in manufacturing.

Experience Workshops
Transforming Insights into Action

Consider this common scenario: Your team has just received a wealth of information or feedback that will be highly useful for achieving your customer experience goals and improvement objectives. After the team meets to review the information, they leave excited about the new opportunities, yet overwhelmed about where to start. Questions such as “What can we do now to get started?” and “What should we prioritize first considering our limited resources?” need to be answered in order to translate information into action.

Donor Experience – Creating the Inspiration to Give

Our comprehensive approach provides a framework to understand the donor experience and the functional and emotional needs of high priority segments.

Webinar: What Physicians Want in 2017

Understand what referring physicians want to improve the referring physician experience. In this webinar, we share key insights regarding physician attitudes and key tools to use to better understand the functional and emotional needs of your referrers.

What Referring Physicians Want

Do you understand what referring physicians want? How do you know whether you’re engaging referring physicians in a way that meets their functional and emotional needs?  This presentation highlights several key insights and leading-edge tools to guide your outreach strategy development through Referring Decision Factors Research and Physician Experience Mapping.

Physician Engagement

This presentation highlights key data, a framework for focusing your efforts with an aim statement and developing a programmatic approach to physician engagement.

Joint Industry Project Advancing Subsea Decommissioning

Changes to the subsea industry has made it more imperative to advance decommissioning.  Endeavor Management has led the charge to complete a joint industry project (JIP) to help enhance products and services in subsea decommissioning.  In this article, we highlight some of the major findings from the initial phases of the JIP.

Introduction to the Arctic Advisory Team

The arctic environment is high risk/reward.  To meet our clients’ needs, Endeavor has assembled a very experienced team to support arctic assessment, strategy and operational activities.

Using Market Research to Measure Campaign Effectiveness

Presented at the Forum for Healthcare Strategists, this presentation covers how to use market research to measure campaign effectiveness. We focus on the role of marketing, demonstrating marketing’s value, success and getting started. This presentation was created and presented along with MD Anderson Cancer Center, and includes their experiences and examples.

Optimize Your Marketing Efforts

Understand how best to optimize your marketing, communications and PR efforts.  Our dashboard will integrate disparate sources to ensure you have the data to connect the dots.

Conversations Everywhere…Are You Listening?

Top performing healthcare systems recognize that patient advocacy stems from their experience, delivered through a variety of touchpoints. But what are the tools used to properly tap into how patients express their needs and experiences? In this webinar, we will explore a variety of tools used to engage patients, their families and physicians to design an exceptional experience to transform them into advocates.

Healthcare Contact Centers

The contact center is a critical first step.  It represents the difference between spend resources and realized revenue.  How well do you perform against best practices?

Marketing Mix Modeling

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This popular marketing quote, attributed to advertising pioneer John Wanamaker, represents a common challenge among marketing professionals. Fortunately, marketing mix modeling is an excellent way of deciphering the impact of multiple marketing elements at once in a real-world environment. Marketing mix modeling uses advanced statistics to quantify the impact of each marketing element on KPIs.  Results can be compared with spending to determine ROI, and future marketing spend can be used with model results to develop sales forecasts. In this white paper, we review critical steps and best practices for assembling an effective marketing mix model.

Call Center Experience Management

There are many missed opportunities for revenue retention in today’s healthcare call centers. Would you like to increase your captured revenue? We highlight a $25M case study.

Empathy and Lean

How can you extend current uses of Lean Six Sigma beyond process but to incorporate empathy building? This presentation outlines several successful concepts on how to use lean healthcare methods to improve the patient experience and: Understand the difference between EMOTIONAL needs and FUNCTIONAL needs Utilize a few LEAN TECHNIQUES that you can use in your clinic setting Deploy “TOOLS”for your own personal tool kit for future process improvement projects  

Creating Enchantment with Referring Physicians

Presented at the Forum for Healthcare Strategists, this presentation provides insight into how to create enchantment with referring physicians. Featured is a case study of our work with Cleveland Clinic as they sought to build better relationships with referring physicians, ultimately benefiting the patients they refer.

Eliciting Feedback from Physicians

As healthcare organizations strive to gather meaningful feedback from community physicians, the response rates and often the quality of feedback falls below expectations. Today’s physicians are busier than ever, and lack of time is a common reason that …

Engaging Users in Digital Strategy

Traditionally development of digital tools was solely an IT initiative, but today it is a customer-needs driven initiative. Digital experiences are often times the first impression that potential customers have of you, and the first tools they turn to when they have questions or needs throughout their journey. Best practices for developing digital tools exist, and it is common to partner with an advertising or web development agency for this purpose. However, each market and healthcare brand are unique, necessitating the inclusion of voice of the customer insight to ensure that digital tools are being built around the real (not just assumed) needs and priorities of users. So how can marketing and digital teams engage users in order to develop the digital strategy and deliver the ideal digital experience? In this paper, we present a proven process and research-based tools for obtaining direct user feedback about digital needs, preferences, and priorities.

Healthcare Expert Advisory Group

Our Healthcare Expert Advisors have served as system leaders, successfully designing and implementing strategic solutions to healthcare’s ever-changing challenges. We’ve been in your shoes and understand the intricacies of the most complex organizations. Our team has overseen, from the inside, how strategy is designed and successfully implemented. Whether you’re looking for operational excellence, strategic planning, financial strategy, or leadership development, our experts have the experience and expertise to help you achieve results.

Understanding Referring Physician Decision-Making

As healthcare organizations strive to build meaningful relationships with referring physicians and serve as a trusted provider when a referral need arises, there is often a lack of clear understanding as to what factors referrers take into account when making referral decisions. Although some commonalities exist (such as weighing overall quality, convenience, and available treatment options), this general information does not provide enough insight to prioritize strategic planning and outreach efforts in a unique market and with a particular service line. Gelb has been on the forefront of marketing research for decades, and our Decision Factors Analysis approach has been used by leading healthcare providers to help them solve this very challenge. In this white paper, we provide an overview of how to complete Decision Factors research in order to understand what matters to most to referring physicians when making a referral decision and to enable better allocation of physician outreach and marketing communications resources.

Digital Physician Outreach

Physicians are rapidly adopting social media tools such as Twitter and LinkedIn as part of their approach to keeping up to date with the latest developments in healthcare. As the use of these digital tools becomes increasingly commonplace and mobile apps gain acceptance for supporting healthcare interactions, the physician liaison team can leverage digital tools and social media to improve the efficiency and effectiveness of the delivery of information. Digital tools can serve as a pathway to providing easier and more direct access to information and tools that help to strengthen relationships with referring doctors and their practice staff. In this paper, we present a variety of digital tools to connect with referring physicians and best practices for putting them into action. No matter the size or maturity of your physician relations program, there is a role for digital tools to improve relationships, grow referral volumes, and increase the efficiency and effectiveness of your physician liaisons.

Engaging Busy Physicians

In today’s healthcare environment, physicians are bombarded with the need to keep current with the latest technology, treatment protocols, and changes to health plans and reimbursement structures. Quality data, benchmarking and rapidly changing information systems provide yet another layer of information that physicians need to know. Furthermore, the volume of health related content being created and distributed via social networking channels is next to impossible to keep up with.

10 Must Know Techniques for Referring Physician Relationship Management

Gelb Consulting introduces 10 Must Know techniques for managing physician relations in today’s digital world.  This presentation includes 4 techniques to help you increase physician engagement, 3 ideas for enhancing strategic planning and 3 tips on demonstrating program effectiveness.

2016 Update – The Role of Surveys in Assessing Damages in Patent Infringement Cases

Federal courts are moving toward assessing damages in patent infringement cases with the (newer) key criterion of consumer demand generated by the patents at issue rather than the traditional Entire Market Value Rule (EMVR). This emerging trend suggests integrating the expertise of economists with that of survey experts in supporting or defending a damage claim in a patent case. Based on Gabriel Gelb’s work in helping to rebut damage claims against such technology clients as Apple, Amazon and Dell, he suggests several guidelines for the use of surveys in damage claims based on patent infringement.

Experience Management Overview

Understanding functional and emotional needs of various customers is critical. Gelb Consulting outlines our approach to discovering such and taking action. Our goal with clients is to create a higher level of advocacy (WOM).

Access Strategy

Capture the results of your marketing and outreach efforts by focusing on access strategy.  We impart best practices from healthcare and other industries to ensure your teams understand what’s possible and a road-map to get there.

Physician Outreach Strategy

Physician experience management requires a concerted effort to understand functional and emotional needs.  In addition, monitoring that experience with real-time tools and PRM is the bellwether that separates the best practice organizations from others.

Cost Reduction Strategies for Subsea Well Plugging and Abandonment

Bruce Crager, EVP for Endeavor Management, shares Cost Reduction Strategies for Subsea Well P&A at the DecomWorld Forum in Houston, January 2016.

One Weird Trick for Better Physician Focus Groups

“Virtual” focus groups or online bulletin boards have many advantages when seeking qualitative input from busy medical professionals that are frequently resistant to travel. Online focus groups allow for greater geographic reach and possibly the elimination of regional biases. However, the skill of the moderator is still a paramount priority in achieving useful results.

Women as Healthcare Decision Makers

Women have been dominating healthcare decision-making in their families for decades. The United States Department of Labor estimates that women make about 80% of healthcare decisions for their families. Moreover, the realities of our culture today make women’s influence and expectations greater than ever. Thus, it is critical for marketers to consider what influences women’s healthcare decision making, including how to best meet their needs and ultimately transform them into advocates who will go out of their way to recommend you to others.

Get the Most from Your Physician Referral Data

In many healthcare systems, more than 50% of patients can be attributed to referring physicians. Based on our experience with the top AMCs and countless interviews with physicians, we have developed a unique approach for capturing and analyzing data to better understand the market, your physician customers, and their referral patterns. We have incorporated this approach into our Physician360 dashboard for

Insight Development for Healthcare

In today’s competitive and changing healthcare landscape, effective marketing and strategic planning requires customer insight as a foundation. In our work with healthcare marketers across the country, we hear common challenges around lack of budget, resources or ideas as to how to best obtain this insight. More traditional methods of understanding needs, such as one-time surveys or focus groups, continue to be valuable today – but are not the only way to understand customer needs. In this white paper, we share a variety of techniques for insight development in healthcare. These techniques vary in the amount of investment and resources required so that marketers with all levels of needs and budget can add a variety of techniques to their toolbox.

Mind the Gap in Project Execution

In London’s efficient and complex underground metro, a simple warning is called out over the PA thousands of times a day cautioning commuters to pay attention to the distance between the train and the sidewalk. It cautions busy, distracted people who certainly know better than to trip on an uneven surface in order to mitigate that very risk. Volumes have been written on how organizations and capital project teams can achieve high performance; yet oil, chemical and energy companies across the globe still wrestle with projects that fail to meet business objectives. This paper will focus on the common denominator that is the single most influential factor in project success: competent people united in a common purpose who understand their interdependencies and are motivated to collaborate and deliver.

Decision Analysis – Making the Big Decisions

You probably face a lot of tough decisions running your business unit or functional area. And you are good at it. But what happens when you encounter a big, strategic decision outside your normal decision-making realm, say, around a new direction for the business? Think of situations that have particularly high stakes, offering both large upside value and significant risk of loss, requiring support from both inside and outside stakeholders. Can you afford to bet the company by making such a decision based on a routine justification or “gut feel”? With so much at risk, will the stakeholders support your decision?

The Basics of Protecting PHI

The Health Insurance Portability and Accountability Act (HIPAA) placed clear responsibility on healthcare providers to protect individually identifiable health information. Hospitals and healthcare professionals who work with this type of information everyday are familiar with HIPAA requirements. However, when external business associates are engaged for activities in which protected health information (PHI) is accessible or shared, there is often a lack of explicit discussion about how to protect PHI.

Build Trust in Survey Responses

One of the most commonly asked questions by clients during a market research study is, “What sample size do we need for results to be significant?” The answer is that meaningful results can be obtained with nearly any sample size; it’s simply a question of what margin of error is acceptable.

Improving Physician Survey Outcomes

Gathering data from medical professionals is imperative, but it be expensive. Therefore, gathering quality data is key. After successfully engaging thousands of referring physicians, we share herein our expertise. Because this investment is so great, it’s paramount to maximize the data quality coming out of physician survey efforts. This paper will examine strategies to achieve reliable, valid and useful data when surveying medical professionals.

Physician Strategies Whitepaper

Today’s hospitals and healthcare systems are increasingly becoming more focused on building and sustaining relationships with referring physicians as a key market segment. Many leaders are looking for new and innovative ways to engage referring physicians in an effort to grow referral volume and share of wallet. A common challenge is that referring physicians are becoming less interested in the typical outreach tactics employed by today’s physician relations programs.

Physician Omni-Channel Experience

With referring physicians accounting for more than 50% of new patient volume in many hospitals and healthcare systems, assessing, tracking and improving the referral experience is a strategic imperative. Many healthcare organizations experience challenges when it comes to streamlining the referral process for referring physicians. Some common challenges in providing the ideal referral experience include: Multiple entry points for scheduling and access Gaps in technology Inconsistent communication Lack of alignment between customer-preferred and organization-preferred channel usage This whitepaper examines the omni-channel experience. We will outline five steps to develop an omni-channel strategy to address these common challenges and to improve the referral experience helping organizations attract, grow and retain physician relationships.

Endeavor Management Capital Project Effectiveness Brochure

Many times a lack of progress in meeting project goals can be attributed to the experience of teams, leadership capability, loss of focus on business goals, project process that are too complicated and prescriptive, and late recognition of erosion in preserving the initial project economics.

Portfolio Management

Most enterprises want to improve and grow. They commit resources – people and money – to make it happen. Often, though, the decisions about how to deploy those resources are ad hoc and made intuitive. Too often is buyer’s remorse. The investments made turn out in hindsight not to have been the effective at reaching the organization’s goals. A portfolio management system established a reasoned and thoughtful decision-making process and provides a frame of reference for exercising discipline in making these decisions.

Developing Commercialization Strategy with Conjoint Analysis

Conjoint Analysis is the “gold standard” in quantitative research method that measures the trade-offs buyers make regarding brands, pricing and product/service features.  This white paper explores applications in a variety of industries including B2B and B2C applications.

Subsea decommissioning growing in consequence

During the first quarter of 2015, Endeavor Management conducted a benchmarking study of subsea decommissioning practices across the industry, which was funded by Petrobras. Six respected operating companies participated in this study, including two majors, one large independent, one small independent, and two national oil companies. The geographic coverage spanned the world, but focused on four areas of major subsea development: North Sea, Gulf of Mexico, offshore Brazil and Australia. There was an excellent cross-section of responses to develop conclusions about industry practices, and to help define a path forward for future decommissioning practices. Reprinted with permission

Overcoming Risk in Arctic Production

The oil & gas industry needs to rebuild its offshore, arctic capability to operate effectively at high latitudes. Great rewards are generally preceded by great risks. As the world price for crude oil has risen and remained above $100 per barrel, Arctic “black gold” beckons U.S. producers to “come and get it.” The challenges are considerable, as Shell’s long-awaited attempts to develop its $2.4 billion leases in the Beaufort and Chukchi Seas amply demonstrate.

Oilfield Customer Experience Monitoring

Customer satisfaction and relationship management are key to a company’s overall success. While factors such as quality, expertise, technology and innovation continue to play critical roles, customer satisfaction and relationship management are determining factors in retaining client business. In an effort to focus more on the customer, oilfield services companies are launching static customer surveys for which results are delayed and rarely reach the intended respondents. However, customer satisfaction surveys fall short of providing actionable information. As organizations wait for data collection and analysis, valuable time is wasted and “at-risk” customer relationships remain undetected.

Achieving Project Management Competence

Project management (PM) as a formalized discipline and a methodology has been around for decades. It is most obviously utilized in design and construction scenarios, but it is also finding utility in other, less “mechanical” circumstances. It also tends to have a better life in large, reasonably bureaucratic organizations than in small to mid-size companies and companies with a more “organic” culture. This means that, even after all this time, there are a lot of organizations that still have not taken advantage of the benefits of competent project management. Too often “project management” is assigned to an individual who does not see it as a career path and, therefore, treats it as a temporary distraction. The cynical view of this would be that the company is simply assigning someone to be the scapegoat if things go wrong. A more generous view would be that the company simply does not understand what project management is and what benefits it can deliver. This whitepaper discusses the means for achieving the appropriate level of Project Management competency in an organization. Click on the link below to download this white paper.

How and Why to Build High Performing Teams

In any business, people make the difference. And people make the difference when they operate as a team, but only if they operate as a high-performing team. One of the most elusive outcomes is that of creating a high-performing team. Why is this so? As it has been said many times, if it was easy … every leader would do it. The high-performing team starts with high-performing individuals, who have a certain awareness of themselves and the value that others can bring. High-performing teams have many interesting characteristics and are clear on what they are trying to accomplish, how they are going to achieve their goals, and why they want to achieve their goals. Click on the link below to download this white paper.

Project Management Organization Maturity

A simplified “one pager” on the attributes for various levels of maturity of a Project Management organization. Click on the link below to download this white paper.

Subsea Decommissioning-Joint Industry Project to Identify Dramatic Improvements

Joint Industry Project to Identify Dramatic Improvements Review our Subsea Decommissioning JIP proposal or click on the link below to download this white paper.

Defining Your Role in Patient Experience – AAMC-GIA Presesentation

Examples of how to give marketing a seat at the table in patient experience discussions with this presentation with MD Anderson and Vanderbilt.

Advertising Testing Techniques

Advertisements can be pretested at several points in the creative development process. This Gelb Consulting report examines some of the common methods used in pretesting research.

Creating Patient Enchantment

Presented at the Iowa Society of Healthcare Marketing and Public Relations in 2012. This presentation focuses on creating patient enchantment using a holistic experience mapping process.

Conjoint Analysis Application in Healthcare

Given the complex nature of the healthcare industry and the challenges brought by healthcare reform, marketers in the healthcare industry need to better understand patients, physicians and other stakeholders to ensure that healthcare providers offer services that meet the needs of all. When launching new services or initiatives to improve existing services, marketers are called on to find out how different stakeholders would respond to different service attributes such as cost, brand, service feature, deliverables, etc. Marketers could conduct surveys which ask respondents to rate all the service attributes, but this would often lead to data that indicates that all attributes are important. Moreover, respondents often make decisions in a way that they don’t even realize. Conjoint analysis is a widely-used and reliable multivariate technique that can be a very useful tool to obtain this type of information. By directing respondents to make trade-offs in simulated market scenarios, conjoint analysis helps to gain insight to stakeholders’ preferences. In this paper, we review how a conjoint design works and the value for your organization.

5 Tips for Refreshing your Marketing Plans

A series of 5 quick thought starters for marketing leaders to refresh marketing plans. This was presented at Gelb’s sponsored lunch at NCI Public Affairs Network.

Patient Experience: The Key to Marketing Effectiveness

In the era of health reform and ongoing financial challenges, marketing teams face increased demands to demonstrate results from their expenditures. Though the debate continues as to the validity of different evaluation models, the method used by Houston-based MD Anderson Cancer Center for justifying its annual advertising budget and spend seems to be working. More than simple revenue calculations, success appears to lie in linking the actual patient experience into the marketing equation. At each step of the patient journey, the goal of marketing is to play a continuing role in influencing attitudes and behaviors. From setting expectations with health care consumers to reinforcing communications with former patients, the marketing professionals at MD Anderson strive to demonstrate the impact of their marketing communications investments. MD Anderson and other academic medical centers such as Barnes-Jewish Hospital and University of Michigan Health System have used this approach to uncover messaging, develop authentic patient testimonials, align communications to manage expectations and drive operational improvements.

Marketing Research Fact Sheet – Healthcare

Gelb Consulting’s depth and breadth in healthcare marketing research is extensive. Included in this fact sheet are some highlights of our capabilities.

Digital Insights and Dashboards Fact Sheet

Real-time information and the ability to disseminate such to multiple stakeholders has become an expectation in today’s healthcare environment. From communications to feedback systems, organizations AND your customers expect a new level of sophistication. Ideally, these insights are aggregated to demonstrate marketing and operational performance against financial goals. We have customized a series of systems for our healthcare clients to help them transform data into actionable insights.

Arctic Exploration and Production – A Team Approach

Finding, developing, and renewing the personnel resources for Arctic operations to successfully exploring and developing offshore oil and gas resources depends on identifying individuals who possess: Wisdom, Knowledge, Understanding and Experience.   Having a little knowledge can be dangerous, if not properly supported and utilized.

Where are you in Managing Big System Implementation? A Do-it-Yourself Assessment

This Assessment is designed to cause a dialog within an organization that is selecting or implementing a “big technology system.” Implementing any big system has proven to be a risky proposition for most companies. To deal with that risk, many companies use Risk Management as a disciplined practice to ensure that the chances of success are as high as they can be. This Assessment is designed to promote a dialog around three different kinds of Risks: Technical Risk ‐ Will the system work/operate as advertised once it is installed? Organizational Risk – Will the organization use the system to the needed level once it is installed? Business Risk‐ Will the newly installed system work through business processes to “pay off” for the firm?

Information Technology Governance – The Role of the Board of Directors

Information technology is a critical driver of strategic transformations as well as organizational performance. Information technology provides the connection to the customer. The information about the customer, the behaviors, the experience and the product uses are strategic assets and input to strategic directions that have long reaching implications. Leadership much assure discipline is applied in governing information technology just as in governing corporate strategy, financials and enterprise risk. Information technology is second only to leadership in the potential for impact on the enterprise. For this reason alone, the conversations regarding information technology in the boardroom need to be forward looking and strategic with the regimen and rigor boards have come to expect. Unfortunately, too often the discussions are haphazard, not conducted in the language of the board and result from a regulatory requirement or worse, a crisis. Just a couple of years ago, a McKinsey study of corporate boards indicated that over half had only one information technology discussion per year or none at all. The most recent NACD study on the same topic indicates that corporate boards are hungry for information technology discussion and information. But what is the right information to assure the board that the information technology assets are furthering the strategy of the corporation?

Deploy or Adopt: Success or Failure for Technology Insertion

It has been said that running a business is easy; all you have to do is buy some stuff, sell some stuff…and that’s all there is to it…except a few million details. It may also be said that inserting new technology is simple; all you have to do is buy/build some software and then implement it…and that’s all there is to it, except a few million details. Tongue in check? Of course, but there is nothing tongue and cheek about inserting new digital energy technology into upstream assets…while production is running flat out. While much of the technology holds great promise, the difficult in implementation is much more complex and difficult than even imagined.

Disciplined Innovation

Do you run technology & innovation projects with the same discipline as construction projects? Most companies engaged in design and construction project utilize a convention project management methodology, but companies contemplating the developing of new technology often taken an ad hoc, seat of the pants approach. This Endeavor Management white paper provides a self-assessment tool and best practices to achieve disciplined innovation.

Change Management Critical Success Factors

Increasingly more oil industry organizations are becoming aware that some form of Change Management should be used as an integral part of implementing their newest digital oilfield of the future (DOFF) technology. Companies are learning that a DOFF “technology insertion” is not an easy maneuver. It requests communication, work process re-design and modified role definitions as part of an implementation. In addition to Change Management, there is much more to this oilfield technology story. Other critical success factors for implementation include leadership and organizational forces or other conditions for a successful insertion to occur. This case study illustrates these success factors as each are proactively put in place.

Growth PlayBook

Companies often find themselves in difficult positions when it comes to developing a strategic growth plan. This is because strategic requires trade-offs. While the desire to executive a well-designed plan may exist, resource and time constraints curtail companies’ efforts to achieve business value. This white paper outlines the our Growth PlayBook, which outlines an objective approach to aligning efforts with market needs.

Beyond the Box – Disrupting the Strategic Thinking Process

It may seem difficult to get past the proverbial box that looms large in strategic processes. The dozen approaches that have been applied to strategic thinking sessions have de facto become their own boxes, due to their frequent deployment over the past decades. To think truly differently, individuals have to take their minds to different vantage points. From there, management can start to evaluate their businesses in a way that is simply impossible within normal business contexts. To escape the traditional box, an organization must learn how to access the “right brain” of as many people as it can within the group, thereby disrupting the typical thought processes residing within the organization. The result? Innovative, creative outcomes and unexpected discoveries arise when employees tap a part of their brains not often used to solve problems.

FPS Spending – $20B a Year and Growing

This white paper, originally published in OilPro by Endeavor Management’s Bruce Crager, outlines data regarding the future of the Floating Production Systems market, which is expected to continue to grow.

Achieve Project Management Competence

Many companies, at best, think about project management only casually when each new project comes along. This thinking needs to change because it can have enormous impact on the bottom line.  This Endeavor Management white paper outlines what’s necessary to establish a project management competence.

How Journey Coordinators Enhance the Customer Experience

The appointment of a “Journey Coordinator” position to expedite care when needed, and fill in when gaps occur in the episode of care, has been shown to improve the patient experience. This position is especially necessary in the preliminary stages of c …

Developing Effective Commercialization Strategies

Launching a new product or growing an existing one requires more than gut instincts and guesstimating for sustainable, long-term success. Develop a clear understanding of how customers buy products and services and you will be on your way to crafting an effective strategy. Conjoint analysis, a quantitative research method, measures the trade-offs buyers make regarding brands, pricing and product/service features. Studies like these can be used for market segmentation, pricing strategy, product development, and forecasting share of preference with market participants. Armed with this information, marketers are able to assess product viability, make strategic decisions regarding product promotion and distribution, and understand the competitive environment.

Multi-Dimensional Report Cards: The Rest of the Story

When doing EPC work for some large and very sophisticated clients, vendors frequently encounter what seem to be complex report cards with a variety of performance dimensions. Some grading items stand out clearly on report cards…and some items don’t seem to stand out at all, even though they are very real.

Managing Social Media for Real Business Impact

Managing this high volume channel can create significant business impact but requires a clear vision far enough into the future to keep pace with an ever-changing medium.  This presentation was delivered to the Healthcare Financial Management Association in 2013.

Constructing a Better Brand

Successful branding efforts have one thing in common: They are transformed from a short-term project into a long-term discipline. Successful healthcare organizations are looking beyond an annual plan or initiative; rather, they are establishing a different way of thinking about the organization and demonstrating marketing’s role in fueling growth. Like building a new home, early actions in building buy-in, educations and communicating successes will make or break the entire effort. Choices about participants, scope and communication about the purpose and progress of the process dictate whether brand management becomes a source of alignment or a symbol of failure. Therefore, we have outlined key questions to ask when embarking on any permanent change.

Creating an Ideal Digital Experience

How do healthcare marketers engage customers and their community?  This presentation outlines 5 specific tactics to use to engage customers to ensure an exceptional customer experience.

Empowering the True Healthcare Decision Makers – Women

We share several critical data in this presentation to make the case that women have now transformed the healthcare decision making landscape – they are not just family decision makers, but influencers of broader communities. Here’s what healthcare marketers need to know.

Healthcare Donor Experience Fact Sheet

Our comprehensive approach provides a framework to understand the healthcare donor experience and the functional and emotional needs of high priority segments.

About Endeavor Management – Oil & Gas

Learn about the various ways that Endeavor Management can help you define and execute practical strategies to attain real business value for organizations in the oil & gas industry.

Information Technology Governance – Why the Board of Directors Must be Engaged

Information Technology is a critical driver of strategic transformations as well as organizational performance. Information Technology provides the connection to the customer. The information about the customer, the behaviors, the experience and the product uses are strategic assets and input to strategic decisions that have long reaching implications. The board must assure discipline is applied in governing Information Technology just as in governing corporate strategy, facials and enterprise risk.

The Ticking Timeline in Arctic

The oil and gas industry is preparing for re-entry into US Arctic waters in 2015. The reentry date is elusive and not within industry’s control. If drilling resumes in 2015, loss of experience will force industry to relearn some tough lessons.  This article by Endeavor Management expert advisor, Joe White, was featured in Frontier Energy.

Mind the Gap: America’s Lost Offshore Arctic Experience

With little activity on the US Arctic Outer Continental Shelf in recent decades, one of the big challenges for operators is the offshore Arctic knowledge gap as experienced personnel have left the work force. Joseph White and Victor Schmidt of Houston-based Endeavor Management report in this article featured in Frontier Energy.

Building Enduring Relationships with Referring Sub-specialists

As with most organizations, healthcare providers tend to focus on delivering the best service to their primary customers, for healthcare, this translates to quality care for patients. While certainly be a primary focus, it is also critical for growth that healthcare providers identify and meet the needs of another key customer group – referring physicians. Referring physicians are a principle source for increased patient volume. Among them, there are also sub-specialists, who might serve as both referral source and competitor. In this white paper, we explore Gelb Consulting’s experience management approach to this unique segment of referring physicians.

Healthcare Growth Playbook – Including a Strategic Marketing Planning Template

Absence of a strategic marketing plan practically guarantees problems, missteps and duplicate work. Our framework that is described in this paper was developed based on best practices, but with specific healthcare industry needs in mind. Our ultimate goal is to provide healthcare clients with a customized framework and tools to repeat the strategic marketing planning process on their own for subsequent initiatives. In this paper we describe Gelb Consulting’s customized framework, called a Growth Playbook.

Engineering Organizational Change

Engineering Organizational Change is all about physically altering the nuts and bolts of the organization to make the envisioned change turn into reality. This white paper provides a business case and framework for change management engineering.

Change Management for Big Systems

The best success in defining Change Management comes not from experts at podiums pointing at esoteric charts but by using this silly, some even say stupid, example to which most people can relate.

Change Readiness

Change at the Supervisor-Employee level is actually very straight forward and very simple to understand. Employee performance, defined as “goal-directed behavior,” changes when the employee is ready, willing and able to change.  This Endeavor Management white paper outlines the front-line change readiness model.

Leveraging Social Media in Healthcare

Hospitals and healthcare systems struggle with how to leverage social media for real return on investment. In many healthcare organizations today, ownership of social media is dispersed across multiple departments, each focused on specific tactics in support of their program goals. This presentation outlines how best to align efforts through the marketing department.

Brand Architecture – The Brand Management Blueprint

Brand architecture aligns with how customers make buying decisions, so this is a strategic imperative for marketers. As organizations grow, branding gets complicated. New product lines, services, regions and locations can create a mess without a clear strategy. It is easy to fall into a trap of spreading a brand too thin or having too many brands that confuse customers. For this reason, it becomes necessary to have a strategy for how multiple brands – whether products, services or internal departments – relate to one another. This strategic discipline is called brand architecture. In this white paper, Gelb Consulting provides a brand architecture overview, steps for creating proper brand architecture, and principles for long-term success.

Patent Litigation – The Unsettled Story

No one method has come out ahead in Patent Litigation of needing consumer surveys to moderate the entire market value rule, say Gabriel Gelb and Betsy Gelb of Endeavor Management.  

Marketing Role in CRM – Nurturing Along the Path to Care

Whether you are involved in marketing service lines, elective procedures or your brand- the ability to capture leads and manage their experience is essential to building the pipeline and meeting demand generation goals.​

Floating Production Systems – The Best Solution for the Industry’s Future

Endeavor Management’s Bruce Crager presents the case for floating production systems to the Rice Engineering and Construction Forum in 2013. This presentation highlights the business case for mobile offshore production systems (MOPS).

Essentials of Organizational Communication

A fundamental tenet of effective program, project and/or change management initiatives is the need to make sure everyone involved knows what is going on, why it is going on, how it affects them as individuals and organizational units and what is expected.  This white paper explores the essentials of effective organizational communication.

Growing Strategically with Growth PlayBook

Absence of a strategic marketing plan does not equate to failure, but practically guarantees problems, missteps and duplicate work. Our Growth PlayBook framework was developed based on best practices, but with specific industry needs in mind.

Offshore Arctic Exploration and Production Opportunities

Great rewards are generally preceded by great risks. This is especially true with arctic oil. As the world price for crude oil fluctuates, Arctic OCS waters“black gold” beckons producers to “come and get it.” The challenges are considerable, as Shell’s long awaited attempts to develop its $2.4 billion leases in the Beaufort and Chukchi Seas amply demonstrate.

Healthcare Growth PlayBook Template

Often times, healthcare marketing departments find themselves between the proverbial rock and a hard place when it comes to developing a strategic marketing plan and bringing it to fruition. While the desire to design a well‐thought out strategic marketing plan exists, resource and time constraints curtail healthcare marketers from putting their efforts in the strategic framework needed to guide them in carrying out their plans thereby ensuring success. This white paper provides a template for healthcare strategic marketing planning, with an aim toward clinical service line growth.

Market Segmentation – The Foundation of Marketing Strategy

Market Segmentation strives to identify groups of customers who share commonalities yet whose characteristics are distinguishable from other customer groups.  In this white paper, we outline the various B2C and B2B criteria and statistical procedures to identify those customer groups who matter most.

Oilfield Product Commercialization Success Starts with Framing

Framing is a critical piece in ensuring the right segments and needs are being satisfied. This white paper explores Endeavor Management’s technique to identify and organize teams to understand risk factors in oilfield product commercialization, using Decision Analysis.

Ice Endangers Offshore Arctic Operations

Ice management is a complex and critical component of any oil and gas program envisioned for Arctic OCS waters. A successful ice management program must be carefully constructed to reflect environmental conditions in the particular geographic location for the intended operation, and it must be developed in accordance with regulatory rules in effect for the specific geographic location of intended operations. Clearly, having the right expertise to develop and implement an ice management plan is as important as having the right assets to do the work intended, but ice management expertise is not widely available, particularly in the U.S. for U.S. Arctic OCS Territorial Waters.

Inexpensive Tools to Develop Empathy with Your Patients

Leverage inexpensive tools to enhance the patient experience regardless of budget constraints.  These are 10 great tips to accelerate your empathy development.

Patient Experience Benchmarking

This white paper outlines the benchmarking research Gelb Consulting, APQC and The Beryl Institute conducted to explore the healthcare executive perspective on patient experience management. We learned the patient experience encompasses much than the time spent within  a healthcare facility.  It begins with awareness (which includes healthcare marketers), information seeking and extends long after discharge. Today’s healthcare understand the importance of patient experience and the role of marketing in achieving strategic goals. This white paper outlines such, based on responses from a variety of academic medical centers, healthcare systems and hospitals.

Beyond Customer Loyalty…Customer Enchantment

Enchantment encompasses a customer’s first impression of a brand to their latest interaction with it. Achieving enchantment requires both an “intrinsic” association with a product or service as well as an “extrinsic” association with the brand’s history, beliefs and behaviors. Presentation from the NACUSO Conference, 2013

Experience Mapping and Operations

Want to know how to connect voice of the customer and experience mapping research with operations. This presentation, showcased at the 2012 NACCDO PAN conference, will tell you how.

Ask Away – The Right Way

As use of surveys in intellectual property and business torts litigation increases, a heavy burden is placed on lawyers to conduct surveys tailored to support their clients’ positions. In this paper, Gabriel Gelb reviews guidelines for conducting IP surveys for litigation.

Caution: A Trademark Can’t Be Valued as a Brand

One of the most vexing issues facing property attorneys is establishing a value after a trademark has been infringed or diluted or sold, when an organization wishes to arrange a licensing fee. Yes, a brand may be the most valuable asset of a company. But what is the trademark worth?

Working Together – Marketing Law

A marketing vice president, by no means atypical, finishes his “rounds” at an industry trade show and shakes his head. “We’re the leader in our category,” he says. “So when I go from booth to booth, I see competitive products that look like ours, are packaged like ours, with names that seem like ours, and one competitor promotes its brand with brochures that track what ours say.” His next thought may be: “Let’s sue.” But before doing so, it pays to understand what roles marketing managers can play in successful litigation, whether your company initiates an infringement claim or must defend against one.

Online Options Change Biz Little – And a Lot

Online – a.k.a. Web – or Internet-based – surveys have become the dominant mode of quantitative market research in such a short period of time that the ramifications on the industry are only now becoming apparent. In this paper, Gabriel Gelb reviews the impact of the upheavals in the market research industry as a result of the online survey revolution.

Litigation Surveys Have Special Rules

If your company is naming a new product line, it probably would not be wise to use the “X” letter, as in XFL, X-Men and such X-marked products as Microsoft’s Windows XP system and Nissan’s Xterra model. In fact, last year companies filed 1,000 requests for X-marked trademarks with the U.S. Patent and Trademark Office, says Ternell Kearney at the trademark search firm CCH Corsearch. In this paper, Gabriel Gelb reviews the standards for surveys in litigation and what they mean for experienced researchers.

Protect Your Product’s Look and Feel from Imitators

Too many U.S. companies believe that being first to market with a design feature, whether it’s registered as a trademark or not, is the best way to ensure that your brand is associated with it. That’s a false assumption—and a dangerous one. Instead companies must ensure that consumers connect a product’s look and feel with the brand. That means conducting targeted research on design features and, in many cases, spending more money to hammer home the brand association in consumers’ minds.

Strategic Change that Works for Banking

After visiting a number of his company’s banking centers, Sam, the retail banking division executive is dissatisfied with what he sees. Core deposit growth has flattened and in some cases, deposits are declining. Waiting lines are long; customers are not warmly greeted by banking center staff; litter is scattered around the building; staff turnover is high; the staff’s appearance is unkempt. One Monday he holds a teleconference with the regional retail managers and says, “Fix it – now.” Elizabeth is Sam’s counterpart at a competing bank. She realizes that her bank’s retail network has similar performance issues as Sam’s bank. Elizabeth charges a task force with transforming the retail network to achieve the high quality sales and service environment she envisions. Elizabeth clearly articulates the results she wants achieved, by date certain, and assigns the taskforce the responsibility of determining the “what, why, how, where, who, and when” for achieving those results. Elizabeth remains active in reviewing the plans made, actions taken, and the time schedule for achieving those results. Though the vignettes above are overly simplified, which executive is more likely to be successful in achieving their desired outcome; in a sustainable, uniform, and timely manner across the retail franchise? Sam is practicing “blind trust” and, in effect, counting on providence for success. Elizabeth may not be discounting providence, but she clearly is taking disciplined, measured actions to achieve her goals.

In Their Shoes

By understanding the customer experience, marketers can take advantage of word-of-mouth communication.

When Appearances Are Deceiving

Imitations may be a form of flattery, but when it involves the look and feel of a product or package – a concept known as trade dress – the repercussions can be serious. The problem is that many businesses don’t understand how easily the appearance of products and packaging can be legally copied, so they fail to develop and protect trade dress as they do other trademarks. In this paper, Gabriel Gelb discusses how companies can make the most of trade dress, while reducing their vulnerability to imitation.

Do You Manage Technology and Innovation Projects?

Most companies engaged in design and construction projects utilize a more or less conventional project management methodology of some sort. On the other hand, companies contemplating the development of new technology take a more ad hoc, seat of the pants approach to achieving their goals. Technology development can address a variety of objective, including New IT systems New manufacturing technologies New analytical methodologies New safety systems . . . Operations innovations – new security protocols, new work processes, new quality assurance procedures . . . Organizational innovations – new organizational designs, mergers & acquisitions, divestitures . . . Et al . . . In today’s world, where making sure every dollar counts, and where technology development may cost as much or more than the physical assets needed to implement it, it may be a useful exercise to compare management methods for technology development projects with “construction projects”. (And keep in mind that the same thought process adds value when contemplating other types of innovation – in operations, in organization, in performance management, etc.)

Aligning Applications Development with the Process Organization

In a continuous search for improved performance/profitability, more and more businesses are moving to what has been called the Process Mindset, with many organizations now striving to become “process centric.” Key business support organizations like Information Technology are being impacted by this process movement. As business organizations, the “customers of IT,” start thinking about their work differently, IT organizations will need to re-align their core competencies with that way of thinking. In many cases this alignment will require IT organizations to radically change the way they do business, “including starting at the end.” In short, most IT organizations will need to make at least four adjustments to the way they do business in order to serve process-oriented business organizations.  This white paper outlines such.  

What is your Organization’s Level of Change Competence? A Do-it-yourself Assessment

Organizations can gain value in their efforts to improve change competence by having senior managers individually assess what the organization does well and not so well, followed by a management team discussion of those assessments and the reasons for them. We believe that the best way to examine an organization’s level of change competence is to look at what we call Results‐Based criteria as well as Means‐Based criteria. The two lists of criteria below have proven to be very useful stimulators of conversation among managers interested in improving their organization’s level of change compete. This survey is designed to give you and your organization “food for thought” around the subject of organizational competence in change and change management. The first part of the assessment is focused on the “results” you would expect to see if your organization were highly competent in making change happen for good business reasons. The second part of the assessment is focused on what are known to be the “means” of change competence. If these means were in place, your organization would have much of the necessary machinery for change competence.

The Top 10 Voice of the Customer (VOC) Best Practices

As companies work to restore consumer trust and build better relationships with customers, they must think and communicate differently. They must gain a better understanding of customers’ needs, wants and concerns by continually gathering, analyzing and acting on customer feedback. This ensures that customer needs are incorporated into the design of customer experiences and in the company’s products and services. This paper features key insights on how to win the race for customer trust and business.

Getting More from Measurement

Today, more than ever, marketing executives are being held accountable for driving growth, consumer loyalty, and better business performance. By measuring the direct impact of marketing communications activities, MD Anderson’s marketing team is able to demonstrate how its marketing expenditures are impacting patient decision-making and provide a business case for further investment. In this paper, we will explore how MD Anderson’s unique strategic objectives drive marketing tactics. For each objective, we will explain how marketing tactics are measured, and how other organizations can apply similar strategies to measure and optimize performance.

Emergency Department Experience Mapping

Quality care and medical outcomes are important in all healthcare settings – but what constitutes an exceptional patient experience in an Emergency Department? Does your Emergency Department drive patients to other parts of your organization and encourage them to recommend you to others? One way to find out is through a comprehensive research process called Experience Mapping, which has proven to be particularly insightful with Emergency Departments. In this paper, we review the Experience Mapping process, explain how it can be used to help you assess and improve your ED, and provide tips for ED best practices.

Growing By Interacting for Website Design

The ways your healthcare system website can create value may vary depending on the patient type. Having meaningful, action-oriented conversations with Web site users about their online experience is critical for successful development. Through Blitz User Testing, Duke University Health System organized their web development strategy around the most meaningful points of impact, helping them grow smarter.  This article was originally published by Marketing Health Services.

Using Experience Mapping to Build Patient Enchantment

As in the case with most healthcare organizations, MD Anderson Cancer Center’s marketing team is challenged with providing unique value internally and demonstrating returns on investment. The ultimate goal is to advocates out for patients, families and referring physicians using effective and efficient marketing campaigns. In this paper, we explain how MD Anderson Cancer Center used experience mapping to understand patients’ functional and emotional needs and ultimately increase the volume of pediatric and adult patients at the Proton Therapy Center.

The Adoption of Palliative Care: The Engineering of Organizational Change

The goal of this white paper is to offer a framework for  implementing palliative care in healthcare organizations, as well as some practical tools that might be used to make such an implementation possible in relatively short period of time for other complex services.

Patients’ Path to Care: Understanding the Decision-Making Process

How are consumers making decisions about where they seek health care? And how should you inquire about this important topic to uncover candid answers? This article examines, based on Gelb’s prior work with healthcare clients, how to effectively mine information from your organization’s consumers, how to aggregate the data into a meaningful call to action, and finally how to identify feasible steps to act on the uncovered insights.

2012 Benchmarking Study: Patient Experience Management in Healthcare

Three premier organizations in healthcare marketing and benchmarking research teamed up to conduct a national survey of leaders from various healthcare providers to gain insight into the best practices they employ to manage their patients’ experience and how they view this somewhat new concept. The research outlined in this paper reveals many positive trends in experience management and identifies key priorities for further development of patient experience strategies. It sheds light on the importance of patient experience management as an organization strategy rather than a one-off, isolated initiative. In this paper, we explain how the research identifies some “best in class” practices used to achieve excellence in patient experience management. We highlight the key findings from the research and webinar used to present this research with added commentaries not shared via the report.

Managing Hospital Rankings – What Marketing Leaders Need to Know

This paper is intended to arm the marketing executive with a perspective on how to review common rankings systems to develop appropriate plans with senior executives. We have organized this into sections regarding the strategic issues on rankings, provided a cheat sheet regarding some popular ranking systems, and a checklist. This paper does not dissect the actual methodologies. While we’ve performed this type of work for select clients, not only is our analysis proprietary, but so are the methodologies employed by the national organizations which promote their rankings.

Webinar: Empathy and Lean

How can you extend current uses of Lean Six Sigma beyond process but to incorporate empathy building? Join Jill Secord, RN, MBA, who will explore effective integration of proven approaches to accelerate quality and efficient health care services.

Webinar: The Hope Effect

How are advances in social science being used to improve HCAHPS scores? Join Carol Packard, PhD, for key actions you can take to improve patient satisfaction scores, while improving clinical outcomes and reducing costs.

Webinar: The Psychology of Wait

Do some waits “feel” longer than others? What specific actions can you take to make your patients’ wait times be part of their health care experience and at the same time feel shorter?

The Psychology of Wait

Do some waits “feel” longer than others? What specific actions can you take to make your patients’ wait times be part of their health care experience and at the same time feel shorter? Gelb Consulting’s Carol Packard explores the Psychology of Wait in this presentation.

Sustainable Brand Building: A Multi-System Case Study

This presentation features a case study of Froedtert Health on the topic of sustainable brand building.  Through multiple mergers and continued evolution, executives were able to evaluate the strengths of individuals brands to drive brand strategy.

Foundation Repair: Strengthening a Heritage Brand

Presented at the Children’s Hospital Association Annual Conference in 2104. Features a case study from Texas Children’s Hospital on the topic of aligning and refining their brand to reflect their current system.

Marketing in the Era of Health Reform

Gelb Consulting conducted a benchmarking survey of academic medical center marketing and communications executives to assess the state of organizational readiness for health reform. The findings suggest that there is still an opportunity for marketing executives to play more of a leadership role in shaping strategy in a post-reform era. The current barriers to formulating winning strategies include pause from marketers in an era of uncertainty, a higher level of attention paid by C-level leaders to the current economic challenges than longer-term health reform, and the changing legislative environment. Despite these barriers, best-practice organizations are using scenario planning (i.e., defining likely future states and developing several plans to address each) to prepare for the coming changes.

Using the Voice of the Customer to Inform Healthcare Marketing Efforts

This is a presentation developed in conjunction with MD Anderson Cancer Center that was delivered at SHSMD’s annual conference in 2011.  Using a case study, we explain how to use experience mapping to capture the voice of the customer, followed by taking action on the results and translating such into marketing efforts.

Healthcare Strategic Marketing Planning

A presentation delivered at the ASHM&PR annual conference in 2012, this reviews the basics of strategic marketing planning and provides tools for the planning process.

Insights Into the Patient Experience

This webinar presents insights into the patient experience based on a 2012 study that Gelb Consulting conducted in conjunction with APQC and The Beryl Institute.

Building Referring Physician Loyalty with Experience Mapping

Presented at the Physician Strategies Summit in 2013, this presentation focus on how to use experience mapping to build referring physician loyalty. Featured is a case study of our work with Ohio State University Medical Center as they began and initiative to seek insight on the experience provided to referring physicians.

Building Referring Physician Loyalty

Presented at the NACCDO PAN conference in 2013, this presentation describes our work with Ohio State University Medical Center as they began an initiative to seek insight on the experience provided to referring physicians as well as glean key drivers for referral and satisfaction.

Launching a New Women’s Service Line

Working with Texas Children’s Hospital, Gelb used experience mapping and other experience management principles to jointly develop the new Pavilion for Women. This was presented at the Children’s Hospital Association.

Step by Step Physician Marketing

A step-by-step guide for healthcare organizations with building a regional, national and global physician experience.  Presented with MD Anderson Cancer Center at NACCDO/PAN.

Building Physician Loyalty

Gelb Consulting’s presentation explains the benefit of using Experience Mapping to evaluate the entire physician experience. Based on a case study with Cincinnati Children’s Hospital Medical Center.

Healthcare Donor Experience Capabilities

Our innovative techniques will capture deep insight into donor perceptions, attitudes and behaviors to enable strategic decision-making and increase advocacy.

Moving at the Speed of Social

Gelb Consulting presents 6 ways for healthcare marketers to take advantage of social media for revenue growth.

The Hope Effect – Creating Diplomats for Hope

In this webinar, Gelb Consulting’s Carol Packard and Jill Secord review how hope and positive messaging impacts clinical care and outcomes. They provide practical tips for implementing changes that will facilitate the hope effect.


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