Xperience This!

Of all the groups in the healthcare ecosystem, none are courted by pharmaceutical companies, medical device manufacturers, and various business service providers as aggressively as physicians. With the emergence of various HIT and EMR systems, myriad mobile devices and services, and vast capabilities and services on the Web, in addition to traditional sales and service channels, companies in the healthcare field are in a constant search for new ways to differentiate their products and to engage with physicians. As a result there’s a growing acknowledgement that understanding physicians’ day-to-day realities is critical to meeting physician needs and building a strong relationship.

Having conducted international research audits, interviews and field research with physicians over the past few years, I’ve noticed 5 commonalities of the physicians’ experience that seem to transcend physical and cultural boundaries. Understanding and appreciating these common themes can provide those desiring to do business with physicians with a foundation for further cultivating their knowledge of physicians and for developing a successful relationship with them. More »

So I’m a little late jumping onto the New Year prediction band wagon.  And maybe I cheated a little because my prediction is actually based on what’s already happened in the first couple of weeks of the year. Nevertheless, you heard it here first – 2010 is the Year of the Experience.  This will be the year where Experience Design (XD) becomes widely understood and embraced as a competitive advantage for businesses.  The evidence: Domino’s Pizza’s new ad campaign and Steve Kroft ’s January 10th 60 Minutes story about a multi-billion dollar border security project gone bad. More »