LIFE LINE SCREENING GAINING AN IN-DEPTH UNDERSTANDING OF CUSTOMER REQUIREMENTS

Company Background

• Life Line Screening is the leading provider of community-based preventive health services.
• Provides affordable, high-quality screenings that are essential to the early detection of risk for stroke, heart disease, diabetes, osteoporosis and other conditions.
• The direct-to-consumer model is at the forefront of consumer-driven healthcare.

Industry Background

• Significant number of customer touch points.
  • Nearly 1 million people screened / year.
  • 2 million phone calls.
  • Screen in 17,000 community locations.
  • 100 million direct mail letters.
  • 1 million “Results” letters.
  • 1 million email subscribers.
• Strategic priority is customer retention.
  • Goal: Double the number of returning customers from 2009 to 2012.

How can we accomplish this?

Background

• Initial focus: Net Promoter Score (NPS).

"How likely is it that you would recommend our company to a friend or colleague?"

• What we did to improve NPS:
  • Management focus & attention: Customer First Initiative.
    • Scorecard.
    • Incentives.
    • Training Blasts.
  • “Adoption” of 5 low performing teams.
  • Streamlined customer feedback and response.
  • 14 Point Customer Guarantee.
  • Employee empowerment.

Improvement in NPS

So, why do a VoC Program?

• A happy customer is not always a returning customer.
• Qualitative vs. Quantitative insights.
• Interactive / in-depth.
• Answers the question, “why?”

Set a Budget and Timeline

• Internal or external execution.
• Length of interviews.
• Sample size quantity.
• In person vs. telephonic interviews.
• Geographical considerations.
• Difficulty and cost of recruiting.

The VoC Process

• Determine Objectives.
• Set budget and timeline.
• Determine your audience.
• Develop key questions.
• Conduct interviews.
• Analyze findings.

VoC Objectives

• Gain a VoC-driven understanding of how LLSA can increase customer retention.
• How customers view LLSA strengths and weaknesses.
• Why customers return or don’t return.
• Opportunities for developing value-added services.
• Reactions to marketing communications and Test Results Letter.

Make sure learnings are actionable.

Selecting Your Audience

• Who are you trying to target?
• RFM considerations.
• How many interviews?
• Duration of interviews?
• Specific product line?
• Incentives.

Life Line Screening VoC Audience

Develop Key Questions

• Limited # questions (35-40) in 1 hour.
• Determine who the interviewer will be.
• Develop Interview Guide.
• Does / should the customer be prepped in advance.
  • Interview Guide.
  • Marketing materials.

Key VoC Questions

How did you hear about us? Why did you come? Influencers? Strengths / weaknesses? Credible / trusted? Expectations?

Likely to come back? Pre / Screening / Post experience Communications & contact strategy What do you tell friends?

Conduct Interviews

      48 one hour interviews.

      All by phone with professional interviewer.

      Interviews recorded; “best of” listened to by management team.

Key Findings

• VoC confirms NPS Scores.
• VoC provided these additional in-depth insights:
  • LLSA has created a valuable service and is perceived by many as their advocate and trusted resource for their health.
  • Perceived as efficient, professional, convenient and excellent value for money.
  • We allow them to be proactive and empower them to take control of their health.
  • LLSA patient test results summary is “valuable ammunition for the patient” and helps the doctor take them more seriously. It’s also a patient report card for the doctor.
  • Doctor plays powerful role in acquisition & retention.
  • What LLSA is doing is well received, but customers want more:
    • Customers not sure what to expect from LLSA (i.e. transaction vs. relationship).
    • Greater & more personalized touches at each touch point.
    • Ongoing information & value-added solutions.

VoC Follow Up Actions

• Create a higher value customer experience at key points:
  • Pre-screening.
  • During the screening.
  • Post screening.
• Provide more personalized information post-screening that is tailored to the person’s individual screening outcomes.
• Build an online community that provides an opportunity for sharing.
• Build a bridge to the Primary Care Doc.

VoC Results

      Customer retention = #1 strategic priority.

      VoC helped create unity of purpose and vision for the entire management team.

      Identified opportunities for improvement across all functional areas.

      Work in progress…but seeing a 40% YOY growth in returning customers.

 

VoC Results Customer retention = #1 strategic priority VoC helped create unity of purpose and vision for the entire management team Identified opportunities for improvement across all functional areas Work in progress...but seeing a 40% year-over-year increase in returning customers

Eric Greenberg EVP Marketing Life Line Screening, (LLSA) Life Line Screening is the country’s leading provider of community-based preventive health screenings. LLSA screens nearly 1 million people in the US and UK each year in over 17,000 community locations – helping consumers avoid the catastrophic effects of stroke and heart disease.   Eric has helped build LLSA into one of the country’s premier direct-to-consumer healthcare companies.   Before joining LLSA in 2003, Eric, was President of DMM Partners, a direct marketing consulting practice. He also was Co-President of InteliHealth, a joint venture of Aetna US Healthcare and Johns Hopkins University.