Care mentality model
Posted: Wed Dec 18, 2024 8:39 am
These trends show that the patient is not so different from the consumer. The consumer who orders tickets online for a concert one day or uses WhatsApp to contact the customer service of his supermarket about a purchased product, is a patient who comes to the hospital for a check-up the next day. And that 'patient' expects convenience, service and digital contact. Also from his GP practice or the hospital.
2. Move away from communicating about functionalities
When it comes to a technical or digital service, it is often about which functionalities that service offers. From BeterDichtbij, it is about the possibility of exchanging messages, photos and files. Great functionalities, but in themselves they are not that special. What do those functionalities provide for your users? That is a much more relevant question.
For your users, it's about what need your service meets. Exactly, the ' why ' of Simon Sinek's Golden Circle . Only then comes your ' how ' and then your ' what '. That 'why' connects to the emotional need of your users, about what essentially drives them to use a certain service or service.
From texting your doctor to reassurance
For BeterDichtbij, the emotion is on the direct line with your own doctor or care provider. That is reassuring, because you have your doctor in your pocket ('how'). And it is convenient, because you use it in a very user-friendly app and simply on your own mobile phone ('what').
Also read: Platform in healthcare: the secret of convenience
If we were to position BeterDichtbij only as a service for digital contact, we would not be prepared for the future. Everything is becoming digital. And not even if we describe the app as a safe service. Safety is a prerequisite for use in healthcare. Of course we do mention it, but always in the context of that why, the reassurance and the convenience.
3. Choose your target audience carefully
We want to be available to everyone with our service. That is a big and beautiful ambition, but if you are there for everyone from a marketing perspective, you are there for no one. That is why we are focusing on one segment first, based on the strategy that we can continue to grow well via that segment. In concrete terms, that means that we are initially focusing on the healthcare consumer who is involved in his health and treatment, actively participates in decisions about his care and sees the healthcare provider as a coach. Indeed, the group that is the first to embrace innovation, the early adopters and (partly also) the early majority .
In the Zorgmentality model of research agency Motivaction, this segment or group is called the 'pragmatic care client'. I like to use this model, because it provides very concrete handles to select, reach and connect target groups. What I find strong about this model is that it is based on human motivations and needs, and not on belgium telegram data demographic data such as postcode and age. This means that the description of the segments goes deeper than many other models.
You actually take yourself everywhere, to work and back home. This is what the authors of the book Agile Working actually say. Therefore, only a holistic approach is justified if you really want to work agilely and prepare yourself for the changes in society.
Flow in my work, not just finishing to-do lists but doing what feels good now and continuing to develop myself. These are the three most important objectives in the development of my work happiness. Extra insight into how I can increase that work happiness is always a bonus.
That's why I immediately raised my virtual finger when the book Wendbaar werken (aff.) by Viktor, Erik and Stephen Steijger was offered for review. The subtitle: Coaching in vitality and work happiness . I am not (yet) a coach and I may never become one, but I have been coaching myself for years and fortunately the book also turned out to be suitable.
2. Move away from communicating about functionalities
When it comes to a technical or digital service, it is often about which functionalities that service offers. From BeterDichtbij, it is about the possibility of exchanging messages, photos and files. Great functionalities, but in themselves they are not that special. What do those functionalities provide for your users? That is a much more relevant question.
For your users, it's about what need your service meets. Exactly, the ' why ' of Simon Sinek's Golden Circle . Only then comes your ' how ' and then your ' what '. That 'why' connects to the emotional need of your users, about what essentially drives them to use a certain service or service.
From texting your doctor to reassurance
For BeterDichtbij, the emotion is on the direct line with your own doctor or care provider. That is reassuring, because you have your doctor in your pocket ('how'). And it is convenient, because you use it in a very user-friendly app and simply on your own mobile phone ('what').
Also read: Platform in healthcare: the secret of convenience
If we were to position BeterDichtbij only as a service for digital contact, we would not be prepared for the future. Everything is becoming digital. And not even if we describe the app as a safe service. Safety is a prerequisite for use in healthcare. Of course we do mention it, but always in the context of that why, the reassurance and the convenience.
3. Choose your target audience carefully
We want to be available to everyone with our service. That is a big and beautiful ambition, but if you are there for everyone from a marketing perspective, you are there for no one. That is why we are focusing on one segment first, based on the strategy that we can continue to grow well via that segment. In concrete terms, that means that we are initially focusing on the healthcare consumer who is involved in his health and treatment, actively participates in decisions about his care and sees the healthcare provider as a coach. Indeed, the group that is the first to embrace innovation, the early adopters and (partly also) the early majority .
In the Zorgmentality model of research agency Motivaction, this segment or group is called the 'pragmatic care client'. I like to use this model, because it provides very concrete handles to select, reach and connect target groups. What I find strong about this model is that it is based on human motivations and needs, and not on belgium telegram data demographic data such as postcode and age. This means that the description of the segments goes deeper than many other models.
You actually take yourself everywhere, to work and back home. This is what the authors of the book Agile Working actually say. Therefore, only a holistic approach is justified if you really want to work agilely and prepare yourself for the changes in society.
Flow in my work, not just finishing to-do lists but doing what feels good now and continuing to develop myself. These are the three most important objectives in the development of my work happiness. Extra insight into how I can increase that work happiness is always a bonus.
That's why I immediately raised my virtual finger when the book Wendbaar werken (aff.) by Viktor, Erik and Stephen Steijger was offered for review. The subtitle: Coaching in vitality and work happiness . I am not (yet) a coach and I may never become one, but I have been coaching myself for years and fortunately the book also turned out to be suitable.