E-volution Cycle of Great Customer Insights

I was asked recently to create a posting for Junto, a blog of healthcare marketing professionals run by Franklin Street.  Upon reflection, I decided to share the core ideas behind a concept I've developed on how great customer insights are developed.  See the start of the entry below and click the link to read the full posting on Junto's page.

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I was asked recently to speak about the challenge of brand positioning in a business like healthcare where consumer decisions are complex and emotions run high. In a world of mass-marketed prescription drugs, rankings, word-of-mouth, and regular scientific advances, the average consumer is overwhelmed with both myth and fact. So, how do you cut through the clutter of information to become a preferred healthcare provider?

I’d recommend the first step is engaging what I call the E-volution Cycle of Stories. A process which will allow you to understand and build a better brand story that tightly aligns (and evolves) with what your consumers need and desire. I’ll focus here on understanding your current consumers, but this cycle is just as effective at gaining potential/prospective consumer insights.  

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