Customer advisory groups: another way to listen to the marketplace.
Customer advisory groups (CAGs) are formal groups of customers (referring physicians, patients, health insurance brokers, etc.) who meet regularly to share their ideas and to provide feedback to proposed or existing marketing strategies, programs, and activities. While CAGs are very prevalent in other industries they appear to be relatively underutilized in health care. This article provides an overview of how CAGs work, their advantages and disadvantages, tips on how to make them work better, and insights from interviews with 39 healthcare chief marketing officers on their use of CAGs.
Strategic Marketing, UK HealthCare, Lexington, Kentucky, USA.
William R
WR
Gombeski
Jan
J
Taylor
Jason
J
Britt
Karen
K
Riggs
Tanya
T
Wray
Suzanne
S
Springate
Geoff
G
Blair
Phil
P
Bernard
D000046:Academic Medical Centers / Q000458:organization & administration; D026683:Advisory Committees / Q000458:organization & administration*; D003256:Community Participation; D003258:Consumer Behavior; D006282:Health Personnel / Q000458:organization & administration; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration*