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.
Gombeski
William R
WR
Strategic Marketing, UK HealthCare, Lexington, Kentucky, USA.
Taylor
Jan
J
Britt
Jason
J
Riggs
Karen
K
Wray
Tanya
T
Springate
Suzanne
S
Blair
Geoff
G
Bernard
Phil
P
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*