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Neeli Bendapudi, PhD
Keynote Fee : Call For Quote Travels From: OH |
Topics
- Branding
- Customer Service / Patient Relations
- Management
- Marketing
Programs
Just What the Doctor Ordered: Lessons from the Mayo ClinicWhen patients walk through your doors, they are vulnerable, anxious, and uncertain about the quality of care they will get. In situations where customers are not experts at judging intrinsic quality, they become detectives, turning to clues from the physical evidence (facilities and other tangibles), the people, and the processes to deduce what to expect. Mayo Clinic understands this and provides reassurance to the patient through coherent and compelling evidence of their values and expertise. Based on an in-depth study of fourteen different medical specialties at the Mayo Clinic, Dr. Bendapudi will share best practices on evidence management that should be of use to all healthcare organizations.
Creating the Living BrandBranding is a topic that is of great interest to healthcare professionals today as they try to communicate what they stand for and to differentiate their offerings in a crowded, competitive marketplace. But what is a brand? A brand is a promise. The power of a brand lies in whether the promise is delivered, that is the Living Brand. If you have been to a restaurant called Friendly's where nobody is, or an oil change called Speedy's where things move in slow-motion, you have experienced the lack of a living brand. This talk will draw from a variety of services industries to share six powerful lessons in living your brand promise, from hiring practices to creating a community.
The Ideal PhysicianQuick...what would be the characteristics of your ideal doctor? Granted, technical expertise is a must. What else? Based on extensive research with a broad cross section of patients from different parts of the country, in-patient and out-patient, Dr. Bendapudi will share characteristics that patients say they most desire in the ideal physician. The talk will also emphasize how an organization can communicate that its healthcare providers deliver on these dimensions. The seven service dimensions can serve as a checklist, a reminder, and a training platform. The dimensions are also relevant for any healthcare provider that wishes to build rapport with a patient.
Beyond ComplianceHealthcare providers, unlike say purveyors of soaps or sofas, face a great dilemma. The outcome that a patient experiences depends not just on the quality of care provided by the healthcare professional but also on the active participation of the patient. This goes beyond compliance. This is co-creation of value. This talk provides a framework for examining when and why patients are actively engaged in their own care. Three factors that all healthcare professionals should monitor and manage for greatest patient co-creation are discussed along with illustrative quotes and examples from patients.
Speaker Information
An Associate Professor of Marketing and Director of the Institute for Managing Services at The Ohio State University's Fisher College of Business, Neeli Bendapudi, PhD, specializes in the study of consumer behavior in services. Renowned as an expert in service quality and services marketing and management, Dr. Benapudi's current research deals with customers' willingness and ability to maintain long-term relationships with firms and with the brands and employees that represent them. She is also examining the impact of perceptions of service quality, service failure, and recovery on customer relationships.
Actively involved in business outreach through consulting and executive education programs, Dr. Bendapudi has presented to the Boards of Directors of the American International Auto Dealers Association, the Children's Hospital Foundation, and the Online Computer Library Centerl; to the Executive Committees of The Limited and Yellow Corporation; and to leadership teams of Cardinal Health, Deloitte and Touche, Dow Chemical, and Mayo Clinic, among many others. Dr. Benapudi also initiated the first study of consumer behavior at the Mayo Clinic. Her current research includes an investigation of cross-cultural perceptions of service fairness for the Ford Motor Company and an investigation of the employee as a living brand for the National Association of Convenience Stores.
Dr. Bendapudi's research has been published in The Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Journal of Retailing, and in the proceedings of various national and international conferences. She serves on the editorial boards of the Journal of Marketing and the Journal of Consumer Psychology and is an elected member of the American Marketing Association's Academic Council Executive Committee, a 12-person steering group for the 40,000 international AMA members. She has also chaired and co-chaired the AMA's faculty and doctoral student consortia on Services Marketing.
The recipient of numerous teaching awards, Dr. Benapudi received a national Outstanding Marketing Teacher award from The Academy of Marketing Science in 2003. She also has received The Ohio State University 2001 Alumni Distinguished Teaching Award, the highest award bestowed by the University. Other recognitions include the Sphinx/ Mortar Board Outstanding Faculty award (received twice,) the OSU Fisher College of Business Pace Setters Undergraduate Teaching Award, the OSU AMA Chapter Marketing Professor of the Year award (received three times), and the Outstanding MBA Elective Professor Award for 2000 and 2001. Her MBA class on Services Marketing was cited in Business Week as one of the two most recommended courses in the Fisher program.
Dr. Benapudi received her PhD from the University of Kansas and joined The Ohio State University in 1996.
Testimonials
"Dr. Bendapudi brought a fresh perspective to the subject of consumer marketing, and her rich content and simple visuals kept us engaged and energized."
- Nationwide