Ten Adams

How Apple’s strategy can work for your hospital

August 16, 2016 | Strategy
Photo of hopitalist talking to patient

Part of Apple’s success comes from its distinct ability to bring forth products whose primary function is to make customers’ lives easier.

Not only does this strategy continue to generate brand-loyal consumers who will spend more, but it also works to build trust for the Apple brand throughout the customer community. You might not be revealing new devices and apps, but you can implement a similar strategy in your hospital. Here are some ways you can build patient loyalty by using Apple’s strategy.

1. Answer Basic Needs First

You may think this goes without saying, but making sure a patient knows that you have their basic needs covered can greatly reduce anxiety and stress during their stay. Chances are your patient has enough to worry about without thinking of things like food, water and comfort. Consider arranging these needs, and even some wants, before your patient is settled into their room. Addressing this within your care center should be one of your initial priorities.

2. Talk My Language

Communicate in the language of your audience. Most Apple users don’t want to talk about gigahertz and processing power—they want to talk about what their device does for them. Emphasize the importance of this to your staff when they’re interacting with patients. Talk in a way they can understand and follow, even if it means reiterating certain key points.

3. Provide a Digital Guide

Apple’s Genius Bar is complete with tech-savvy “geniuses” who you can count on to know the ins and outs of your device. In our hospitals, we have to communicate a wide range of tech-related instructions on how to navigate our digital tools.

Consider having your own version of a “genius bar” with an ambassador who can guide visitors through their digital health experience. Train all of your staff to be clear and complete with their communication and instruction.

4. Extend the Experience

Apple is careful to ensure that the customer experience does not end at the register. Incorporate ways to follow up with patients to make certain they are cared for, even after their final bill has been paid. Many CEOs are resistant to change, but they’ll be pleased with the way digital, automated follow-ups can add a personal touch to the patient’s experience.

By combining all of these approaches and working with a mindset that reflects the strategies of Apple, your staff will be able to make your patients’ lives, and hospital stay, easier.

Written by Jennifer Horton

Jennifer is a strategic problem-solver with 20 years of experience strategizing in for-profit and not-for-profit healthcare systems. She simplifies complex healthcare problems, breaking them down into manageable goals to achieve our clients’ large-scale dreams, all while expertly navigating corporate structures and keeping all players engaged along the way.

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