Thinking Agile When Delivering Eye Care Experiences

The traditional marketing thinking related hardware products to long life cycles and software and technology products were those of short life cycles. Overtime marketers were convinced that the product life cycles are shortening due to the changing customer expectations and the constant proliferation of new products, services, and experiences that are making old ones obsolete in a short period of time. Even though you’ve just provided the patient with his best eye care experience he will immediately ask for more. You may have brought to the market the best products, services, and experiences but after a very short period of time you realize that all your competitors have upgraded and copied your tools. In this ever changing environment your old marketing or management strategy doesn’t fit and doesn’t give you a competitive advantage.

What we learn from agile marketing is that in order to have a strategy that is relevant to new changing environment you need to be able to utilize innovative yet rapid changing tools that help you keep up with changing environment and overtime become the catalyst for growth for your organization.

An agile marketing strategy needs to utilize practice components that include:

Real time analytics both in office and online. Every staff member can collect marketing insights from the patient experience. Online information help build see less patient experiences.

Decentralized agile teams: Insights dictate decentralized teams of designers of the experience that needs to be developed or updated. Sourcing new insights is integrated with the designing of the experience making change very quick.

Flexible products platforms: that adapt to customer’s demands and preferences delivering customized experiences.

Rapid experimentation: an agile organization quickly change to satisfy its customers but also experiment new products with small batch of customers before expanding to all fan base.

Always-on customers always demand always-on brands that fulfill their needs 24/7. It is the new WWW or “Whatever whenever wherever”. Real time analytics, decentralized quick response teams, flexible products platforms, concurrent processes, rapid experimentation are all hallmark of agile organization. To avoid your once compelling experience from becoming outdated as soon as other competitors catch up and supersede it, utilize those agile marketing components and leverage the power of change.