设计正式的聆听流程以支持决策和营销.pdf

1、Designing a Formal Listening Process to Support Decision-Making&MarketingDavid Laszakovits,Director of Communications,ABRDan Dunlop,Principal,Jennings Healthcare Marketing“We were given two ears and only one mouth for good reason.”Good Marketing Begins with Listening;Good Stakeholder Relations Begin

2、 with ListeningBy listening,you will gather key insights that should inform your marketing strategy and tactics.Other constituents who are not directly engaged in the process will at least hear of your organizations desire to learn from your stakeholders A listening process engages your constituents

3、/stakeholders and they will appreciate being asked their opinion.By publicly engaging in a listening process,you shape the way others feel about your brand.Anything less is arrogance.We need to value our stakeholders.The Process1.Design the listening process2.Promote the listening process to stakeho

4、lder groups and brand constituents3.Listen(Note:listening can take many forms;with physicians,we work to give many options for sharing feedback.)4.Report back to stakeholders on what you heard and learned5.Promote the fact that you listened6.Share your final recommendationsShow Them Youre ListeningS

5、how Them Youre ListeningShow Them Youre ListeningABR Mission StatementOur mission is to certify that our diplomates demonstrate the requisite knowledge,skill,and understanding of their disciplines to the benefit of patients.Who is ABRSupported by 1,200 volunteers exam creatorsFounded in 1934 by radi

6、ology professionalsOur mission is patient-focusedWe have 28 volunteer board members501(c)(6)non-profitAllergy and ImmunologyAnesthesiologyColon&Rectal SurgeryDermatologyEmergency MedicineFamily PracticeInternal MedicineMedical GeneticsNeurological SurgeryNuclear MedicineObstetrics&GynecologyOphthalm