The Rise of 1:1 Business Strategy in Healthcare: A Lecture at HIMSS 1998

Strategic Insights -

Gary Adamson, president/principal of Medimetrix Unison Marketing, and John Emerson, principal of Medimetrix, will present a lecture on the 1:1 business strategy at the annual Health Information Management Systems Society (HIMSS) conference in Orlando, Florida, on February 23, 1998. This strategy focuses on improving retention and strengthening relationships with existing customers, such as physicians, patients, employers, or payers, to reduce the "revolving door" syndrome prevalent in health plans and healthcare organizations. By treating individual customers differently and expanding the definition of "customer" to include those who represent value to an organization, 1:1 business strategy aims to build a customer-centered business that is no longer cost prohibitive due to declining information processing costs and increasing computational power.

Key Takeaways:

  • The 1:1 business strategy focuses on improving retention and strengthening relationships with existing customers, such as physicians, patients, employers, or payers, to eliminate the costly "revolving door" syndrome in health plans and healthcare organizations.
  • Treating individual customers differently and expanding the definition of "customer" to include those who represent value to an organization are essential to this strategy.
  • Three major developments in information technology, including the database, interactivity, and mass customization, make it possible to create a "customer feedback loop" to care for each customer individually and retain them for a lifetime.
  • Key principles of a 1:1 business strategy include building a customer-centered business, expanding the definition of "customer," and leveraging information technology to create a "customer feedback loop."
  • The IS manager's role is pivotal in developing a 1:1 business strategy, and understanding their role, opportunities, and challenges is crucial to any organization's success.
  • Recommendations for the presentation include understanding opportunities and challenges of 1:1, defining and enacting a process to turn it into a reality, and recommending appropriate tools and technologies.

Statistics:

  • The cost of information processing continues to decline, making a truly customer-centered business no longer cost prohibitive.
  • Computational power continues to rise, enabling the development of personalized marketing strategies.
  • The database, interactivity, and mass customization are three major developments in information technology that make it possible to create a "customer feedback loop."
  • Medimetrix, a national healthcare management consulting and marketing firm, is a leading expert in 1:1 healthcare business strategy.

Sources:

  • Medimetrix Unison Marketing
  • Health Information Management Systems Society (HIMSS)