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Wednesday, July 20, 2011

Building Customer Feedback Loops and Surveying Medicare members in a Non-Resource Intensive Way

My longest blog title ever describes my presentation at the Medicare Market Innovations Conference. Although the title could have been "Speaking about Building Customer Feedback Loops and Surveying Medicare members in a Non-Resource Intensive Way while eating at In-N-Out Burger and getting Sunburned at the Beach." I get some points for brevity. It was a very enjoyable 2 days in Newport Beach, California and a great conference by Strategic Solutions Group. Now I see why Orange County, CA was the location of The OC as opposed to Oregon City, OR.

Below is a link to a presentation about how someone can create customer surveys and get good information without needing to do third party, double blind research with every Chi square dotted and every t test crossed. I also share the dramatic moments that this created in product development. Most readers are probably thinking, "Dramatic moments in product developments? Harry Potter fighting Voldemert creates dramatic moments. The only dramatic moments in product development are wondering if the finance folks are going to fall asleep during your meetings."

Here are the highlights from the rest of the conference:
  • Best quote: "According to John Hopkins, here is what people are thinking about during presentations like this. 10% of you are paying attention to what I say. 20% of you are surfing the web on your phone. 70% of you are thinking about sexual fantasies. That means, no matter what I say, 70% of you are going to have a great time during my talk."
  • Second best quote from the marketing director of a plan that serves Medicare and Medicaid: "According to state statistics, our company's customers represent 5 of the 10 poorest, unhealthiest, fattest, laziest, and least educated, people in America. But it's home."
  • If anyone in insurance is looking for a group to test the strategy of doing absolutely nothing to respond to external market changes, the Medicare Supplement or Medigap insurance business provides an excellent example. The speaker for Medicare Supplement shared all the times that industry analysts thought the Medicare Supplement business was over due to external changes. The business didn't change tactics and luckily, neither did its customers. When I asked how the speaker would respond to an external threat that I identified in the northwest (providers no longer accepting original Medicare), his response was, "Oh yeah? We'll see."
  • The average conference attendee composition is 66% vendors who are trying to sell services to 33% of the other attendees. As I learned previously, 70% of each groups are spending most of their time thinking about sexual fantasies.

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