Taylor Healthcare builds a loyal customer base through trust and experience
For more than a decade, Taylor Healthcare has partnered with Dodge for PR and marketing efforts. Taylor Healthcare’s iMedConsent™ application enhances the education, discussion and documentation associated with the informed consent and other patient communication processes. Trusted by more than 200 hospitals, and in thousands of physician practices, this novel solution is integral to efforts to reduce risk, enhance patient safety, standardize communication, ensure compliance, lower costs, and better document informed consent encounters.
We spoke with Taylor Healthcare’s Tim Kelly, Director of Marketing, to discuss how the company became seen as a trusted leader in the health IT space and how they work to instill confidence with their customers.
Dodge: How does establishing trust and building credibility play into your internal and external PR and marketing efforts?
Taylor Healthcare: Trust is key to success. Companies should be built on quality, integrity and service. These components nicely translate into customer trust, which can be defined through numerous things such as the reliability of your products and your solutions, the service that you get from the brand, ensuring that you consistently exceed your client’s expectations and positioning yourself as that expert consultant in your space. And when you have those things going for you, you’re truly perceived as being a trusted brand.
Dodge: How has Taylor Healthcare earned customer trust?
Taylor Healthcare: For one, our relentless approach to service. We respond to clients quickly and completely, solving their problems and making them happy. But there’s an additional, personal component. Usually, there’s a dedicated person associated with the account. Whether a project manager, account manager, a support person, or customer service member, we build connections with clients. That’s what sets us apart.
Dodge: You mentioned having that high level of service touch points with clients. Is relationship-building something that you do training around?
Taylor Healthcare: Great question. It’s definitely part of our onboarding, training and culture. Another thing I love—and this is often where the Dodge team helps me out—is Salesforce. Through Salesforce, we distribute new journal articles an email templates for the sales team to use to connect with clients. With this marketing tool, everyone in the organization can be a part of projects and see how our thought leadership support materials impact how our clients advance patient care on a daily basis. Collaboration is key. Again, I love using Salesforce as an internal communication tool in addition to its function as our CRM platform.
Dodge: What about reputation management on a daily basis and when a crisis occurs?
Taylor Healthcare: On the one hand, you dread the crisis or problem when it happens. But if you approach it properly, it’s an opportunity to set yourselves apart. Companies differentiate themselves not so much by products or software solutions that come out of the box, but by how they respond to challenges and problems. How quickly, seamlessly they resolve those issues for their clients. If you look at a crisis as an opportunity to shine, then that’s a wonderful way to engender trust with clients.
Dodge: How do you feel you have worked to establish that trust with your employees?
Taylor Healthcare: We do a good job of recognizing people and patting them on the back. In Salesforce, we leverage the Chatter component so we can share information across our entire organization. When somebody has excelled and they receive kudos from a customer, we always makes sure to highlight that recognition. We share it with everybody! People are “like” and comment on the posts “Facebook-sytle.” It recognizes those people for going the extra distance and motivates everyone else to do the same.
Dodge: Taylor Healthcare has been working with Dodge for a while. And I know we’ve developed a robust PR and marketing program over the years, a lot of which has been content and media relations. What specific components from our PR work have helped establish you as a trusted brand within your space?
Taylor Healthcare: Case studies and client authored pieces have helped build thought leadership. And that in and of itself has helped tremendously to build relationships with key clients. Those pieces also serve to reinforce our reputation to those considering becoming our clients. We’re about to get a piece published in Emergency Physicians Monthly, we’re working on an informational article describing a new quality measure proposed for the CMS Hospital IQR Program and we’re finalizing a piece around patient identity verification. These pieces help position us as trusted experts in our space.
Dodge: In terms of establishing that credibility, are there any particular pieces of content that kind of jump out that you think have really been truly successful?
Taylor Healthcare: We got a golden piece published in The Wall Street Journal, which was entirely facilitated by Dodge. It contained quotes from the head of the National Center for Ethics in Health Care and also from the country’s leading expert on informed consent. We still use that WSJ piece to this day.
Dodge: Once you’ve had that introduction and each customer moves through your sales journey, how do you make sure that relationship continues to be nurtured?
Taylor Healthcare: As a medical software company, we do a couple of things. Our account management team performs regular wellness checks with our clients. Have they loaded our latest patches? Are they taking advantage of those updates? Is their utilization good? In addition, our sales team offers documentation assessments for our clients. For example, we’ve developed a score card, where our account managers can consultatively score an organization’s consent forms against some of the metrics that CMS looks for.
Dodge: Across pretty much every industry, trust is declining. Do you perceive any changes in how people think about trust when it comes to the companies and the brands that they work with?
Taylor Healthcare: Our clients – healthcare professionals – have less time and are more on their collective plates than at any time in the past. It goes back to customer service and making the experience seamless. If you alert your clients to issues before they rise to their attention, you’re truly a hero—they’ll trust and appreciate you a little bit more.