There’s been a lot of accusations of fake news in the media recently. You may have heard. So, I thought I’d jump on that bandwagon with my own accusations of fake news. Specifically, being patient-centric. Or, more accurately, companies claiming to be patient-centric whilst doing absolutely nothing different to back that claim up. Many large…
We (generally) think segmentations are good Those of you that have consumer/ customer/ patient segmentations in your business will know their power. Being able to understand and prioritise your prime prospects as a business is an extremely useful thing (and no, we’re not going to get drawn into one of those LinkedIn-esque discussions on whether…
Hearing your customer’s voice “Plain English”, “consumer speak”, “describe it so your grandmother could understand”. Hopefully we’ve all been in meetings where someone has, quite rightly, reminded us to consider how people in the real world, not sat in the four walls of our organisation, would actually talk about or refer to our brand, product…