• Sign up for Talking Points

    Need to stay on the bleeding edge of the PR and digital marketing industries? Sign up for Arik’s weekly e-newsletter

    Sign Up Now
    featured_p_img
  • Hire Arik to Speak

    Looking for a dynamic PR or marketing speaker for your upcoming event? Learn more about Arik’s speaking experience

    Get Started
    featured_p_img
  • Work With Me

    Got a digital marketing or PR project you need help with? Find out how Arik can help.

    Get Started
    featured_p_img

Are you really engaging your “fan base”?

I graduated from Winona State University in 1996. It’s not a big school, but I really enjoyed my time there. I played golf for a few years, graduated with a BA in mass communications and was involved with the student newspaper, AdFed and a handful of other student-led organizations. Point is, I was an engaged student.

Twelve years later, I’m still an engaged WSU fan. I follow the news and recent happenings from the University. I follow the football, basketball and golf teams. And every once in a while I even get the chance to head down for a game.

But, WSU is still missing a huge opportunity with me.

Aren’t I already an invested fan, you ask? Well, yes and no.

As an alumnus, the University depends on people like me for two things: money and referrals/word of mouth.

And quite honestly, despite my commitment to the school, they’re failing on both counts.

I don’t give back to the University. Not because I don’t support it or care. I just haven’t been approached in the right way. Every year, some anonymous student calls me from WSU asking for money. A cold call, in effect. It’s a blanket ask for money. Little context. And no relevancy. Why not customize the “ask” a little more–have someone from the mass comm dept reach out to me and encourage me to give $100 so they can purchase 25 new MacBooks next year. Or, someone from the golf team could call me and ask for $250 to buy new bags for the team in ’09. I can guarantee you right now if either of those calls is made, I’m plunking down the money. Now, you might say, maybe they are planning to use the money for those things? Well, yes, but it’s all about relevancy and catering your approach to your “customer”–in this case, alumni like me. Show me you care about me and what’s important to me and I’ll return the favor.

On the word of mouth side, I also have reservations. I would refer folks to Winona, but I just feel like I don’t “know” the school anymore. I don’t have the time to keep up with what’s going on with the mass comm program. What new facilities they’ve built. Or, what innovative technologies they’ve helped develop. What about a once a month email from the alumni office highlighting the most recent achievements of the school, new professors and results from the teams I follow (basketball, football and golf, in my case). Why not offer up more frequent information to those alumni who’ve signed up the WSU fan Facebook group, including photos from recent alumni events? Why not encourage current students to reach out to former students to ask them to speak at upcoming lectures or classes about how they’ve put the skills and knowledge they gained at WSU to good use in the workplace? Simple actions that would result in a big payoff–me referring family, friends and colleagues to my alma mater.

With a little extra effort, and a few additional resources, WSU (and other schools its size) could really make huge inroads with their alumni.

What about you? Do you feel engaged by your alumni organization? Why or why not? What could they do differently to draw you in?

Thanks for installing the Bottom of every post plugin by Corey Salzano. Contact me if you need custom WordPress plugins or website design.

Five ways to start fixing the health care industry

I must start this post by telling you I am a Fairview employee and these remarks and comments in no way reflect the thoughts, opinions and policies of Fairview Health Systems, Inc. I should also tell you that my doc is part of the Allina Health System.

I think the health care system is broken. There, I said it. Obviously, I’m not alone. I say this because I had a health care “experience” earlier this week (physical). For the most part it went OK. I like my doc–he’s thoughtful, professional and takes extra time to make sure I understand the advice he’s giving. But, around that visit, were problems. Lack of organization. And poor customer service.

I’m not one to complain and not offer solutions, so here goes. Five ways we can start to fix the health care system:

1–Get rid of the gowns. Please. How can I feel comfortable in my clinic or hospital when my backside is hanging out of a gown? I know they give you robes in the hospital, but we just need to get rid of the gowns altogether. It carries a negative stigma and would be an easy fix. Why not give out nicer, warmer robes? Make it an advantage and an extra comfort instead of a negative takeaway for patients.

2–Make it easier to navigate hospitals and clinics. It’s getting borderline ridiculous with all the additions clinics and hospitals are making these days. Like navigating a maze. Over at United, I need a tour guide to get around the place. Admittedly, I am a little directionally challenged, but it shouldn’t be this hard. Why can’t each hospital have a customer service counter the minute you enter–from any entrance. Most hospitals have some form of this (Fairview and United do, but not from every entrance), but others do not. I shouldn’t have to spend 20 minutes searching for my clinic or provider.

3–Improve customer service. The health care industry could learn a thing or two from restaurants and retailers. Just simple customer service lessons, for example. Why not give patients pagers while they wait so they can walk around the clinic/hospital instead of being stuck in the waiting room (again, Abbott does do this in their cardiology department–great idea)? Why not incorporate customer service training into medical and nursing programs? After all, isn’t half the experience the degree to which you relate to the physician or nurse you’re dealing with? My wife and I have had numerous negative experiences with health care professionals–and it wasn’t because they didn’t know their health care xs and os. It was because of poor customer service and poor communication.

4–Make the insurance/cost side less complicated and more transparent. We’re getting there–just not fast enough. With HSAs becoming more popular every day, consumers need this information to make informed decisions. Now. As consumers, we don’t care how it happens, we just need it to happen. Why can’t providers and insurance companies get together and figure this out ? For example, I go in to see my doc for a chest pain issue. She recommends I head down to the cardio department to get a stress test. OK, how much does that cost? I have an HSA–this is coming out of my pocket. Are their other alternatives? How much do they cost? Do I really need to take this test? This is the kind of scenario that’s playing out across America. I know the information’s out there–it’s just hard to find. We need to make it easier for the consumer.

5–Make provider information more accessible. I’m not talking about their specialties or where they went to school, although that it helpful. I’m talking about how Joe in Minneapolis rated Dr. Matthew during his last visit. I’m talking about how many colon surgeries Dr. Hanson does in a given year and out of those, how many involve adverse health events? This is the information consumers want and expect in today’s world. More so than almost any other industry, health care operates on word of mouth. So, we know this information is out there–it just needs to be easier to get to. Some organizations are already heading down this road–healthcarescoop.com and carol.com. Again, we need to get their faster.

This is just a start. What are your thoughts and ideas?

Thanks for installing the Bottom of every post plugin by Corey Salzano. Contact me if you need custom WordPress plugins or website design.