Health insurers seeking to compete and win in this new world must quickly understand and address a critical topic that has long been given little attention in the industry -- branding. In my last post, I discussed why branding matters in healthcare.

Taking the topic further, health insurers that are just now starting to wrestle with the topic must start with three key questions:

1. What customer insights do I need in order to make brand decisions?
2. What is a brand strategy and how do I develop one?
3. How do I prepare my organization to deliver on the promises made by my brand?

Gathering actionable customer insight is the first step to developing a beneficial brand identity. Understanding the customer, and especially that new breed called the consumer, means understanding what health means to them and how that affects the healthcare choices that they make, as well as what they expect of their health insurer.

Continue reading "Branding in Healthcare: Define Your Brand With Customer Insights " »

Posted by Marc Ruggiano | Permalink | Comments ()

Where you live affects the life you lead. Each country, province, city, and even neighborhood has its own culture and way of life. Whether it's Camden Town in London, Wrigleyville in Chicago, or Paris' Left Bank, small geographical areas are worlds unto their own. And they affect the decisions made by their residents.

Can your business intelligently manage interactions with customers in such small geographies?

Mobile telecom operators looking to differentiate in the fiercely competitive climate can use geography to their advantage by looking at geo-marketing analytics to influence sales and marketing decisions, making them as unique as the neighborhood they're used in.

Continue reading "Four Uses of Geo-Marketing " »

Posted by Omer Yis | Permalink | Comments ()

The credit crunch is taking its toll on both consumers and banks alike. Since the credit crisis began in earnest in 2008, banks have absorbed massive losses across a range of consumer credit products. Profits continue to shrink, particularly in mass-market segments.

Continue reading "Relationship Banking: Targeting Customer Needs in the Credit Crunch" »

Posted by Peppers & Rogers Group Consulting Team | Permalink | Comments ()

Am I the only one who gets annoyed by the never-ending doomsday articles that profile Apple as "struggling" to maintain its market share, and doomed to lose a "bitter battle" to Google's Android? Has it ever occurred to anyone that it's like comparing the proverbial Apples - no pun intended - to Oranges? Or rather, it's like comparing a Rolls Royce to a Toyota.

Continue reading "Apple versus Google: No comparison" »

Posted by Peppers & Rogers Group Consulting Team | Permalink | Comments ()