Dialogue and co-creation in healthcare
How do you get customers to think along about improving healthcare products? Arno Rutte and Sander Dullaart showed in a clear story that it is possible. A short overview of why, how and what to do when building a community.
Menzis represents your interests in healthcare, but don't 'they' all say that? In the context of practise what you preach , Menzis has started building the TeamTopZorg community . The aim of this community is to get in touch with their customers and improve the quality of healthcare together with them.
https://www.youtube.com/watch?v=uanl7QmH_ok
The community offers users the opportunity to share their experiences with regard to healthcare. For Menzis, this is an effective way to gain valuable customer insights and learn a lot from their customers. Using online brainstorming sessions, Menzis presents new ideas to them, but customers can also contribute new ideas themselves. One of the insights that Menzis gained from this is that a maximum travel distance of approximately 50 km is essential for the customer.
Success factors:
According to Arno Rutte, creating a sense of safety is essential when community members are asked to share personal experiences. That is one of the reasons why it was decided not to build this community on a platform like Facebook.
Continuous activation is essential
To keep the community alive, new content is published weekly. In addition, regular mailings are sent to keep the community top of mind.
Results:
TeamTopZorg has now grown into a community with more than 7,000 members and, according to Menzis australia phone number list has provided various useful insights that have improved the quality of healthcare.
Power to the people!
For many, Steven van Belleghem 's 'social media gospel' will not be new. And rightly so, because his philosophy, described in 'The Conversation Manager', is a must-read. Today he is happy to show us why companies should seize the opportunity to empower the consumer with both hands. After all, more than 80% of consumers appear to speak positively about brands.
For 2012 Steven challenges us to go beyond just creating optimal reach or giving consumers the feeling that they have a say with playful co-creation activities. Structural Collaboration is the code word.
Let the customer, who knows your product or service inside and out, act as a consultant. Ducati, for example, lets its 'fans' play an active role in product development. And why not? Customers have no hidden agenda and are often more loyal to a brand than its own employees.