By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    improving patient experience
    6 Ways to Improve Patient Satisfaction Within Hospitals
    December 1, 2021
    degree for healthcare job
    What Are The Health Benefits Of Having A Degree?
    March 9, 2022
    custom software development is changing healthcare
    Digital Customer Journey Mapping and its Importance for Healthcare
    July 21, 2022
    Latest News
    Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
    May 16, 2025
    Learn how to Renew your Medical Card in West Virginia
    May 16, 2025
    Choosing the Right Supplement Manufacturer for Your Brand
    May 1, 2025
    Engineering Temporary Hospitals for Extreme Weather
    April 24, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Can Thinking Younger Make You Live Longer?
    April 20, 2011
    Image
    Obesity’s Outlook Unchanged
    June 13, 2011
    When It’s An Emergency Elderly Not Treated As Well in Hospitals
    July 16, 2011
    Latest News
    Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
    May 18, 2025
    The Critical Role of Healthcare in Personal Injury Recovery: A Comprehensive Guide for Victims
    May 14, 2025
    The Backbone of Successful Trials: Clinical Data Management
    April 28, 2025
    Advancing Your Healthcare Career through Education and Specialization
    April 16, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Valuable Marketing Lessons Doctors Can Learn from Nordstrom
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Valuable Marketing Lessons Doctors Can Learn from Nordstrom
Business

Valuable Marketing Lessons Doctors Can Learn from Nordstrom

Stewart Gandolf
Last updated: September 26, 2014 8:00 am
Stewart Gandolf
Share
5 Min Read
nordstrom lessons
SHARE

nordstrom lessonsFor the sake of a convenient label, let’s call it the Nordstrom Syndrome. Doctors of various professional disciplines come to me, with some regularity, exhibiting symptoms of this (marketing) condition, and they want my business advice.

It’s the first of two valuable marketing lessons that doctors can learn from retail stalwart Nordstrom.

nordstrom lessonsFor the sake of a convenient label, let’s call it the Nordstrom Syndrome. Doctors of various professional disciplines come to me, with some regularity, exhibiting symptoms of this (marketing) condition, and they want my business advice.

It’s the first of two valuable marketing lessons that doctors can learn from retail stalwart Nordstrom.

More Read

Guest Article: Safe Social Networking is Good for Patients
When Doctors Email: Concerns for Quality, Accuracy in Patient Communication
Successful M&A Exits in the Consumer Healthcare Device Market
Wi-Fi Alliance® and Continua® Health Alliance Collaborate on Personal Connected Health
Network Mapping Identifies Physician Influencers

Lesson One…

Physicians will shape their questions in various ways, but what they want to know is how they can improve their case size and/or change their patient mix to produce more revenue. In short, they want be an “upscale” provider in healthcare, much as Nordstrom is a luxury retailer in the department store world.

By the way, questions of the “Nordstrom” sort are often—but not exclusively—from fee-for-service practices. In one form or another it comes to us from various disciplines and provider situations. Marketing for an upscale audience may or may not be the appropriate course for everyone, but generally there’s nothing wrong with higher-end objectives. It’s not the goal, problem is what they say next.

Most of the time the doctor looking for marketing advice attaches an important caveat. They want to keep their current—and not-so-upscale—patient base. Their present mix of business doesn’t include the work they like to do, or it’s routine, or the reimbursement is sliding downhill…but, nevertheless, it’s what they do and they want to hold on tight. Or they want to continue do anything/everything for everyone. So the first lesson is about attitude and expectations:

If you want to be Nordstrom, you have to be OK with letting the Dollar Store shoppers go elsewhere.

Before there’s a marketing solution, there’s a matter of focus and risk-tolerance. Practitioners and health care practices that want an upscale clientele need to cater to the needs and interests of that audience group. Plus they need to recognize that “price-shopper” and “bargain bulletin” clientele will not be attracted, not hear your message, and/or will shop elsewhere.

As the old saying goes: “Man cannot discover new oceans unless he has the courage to lose sight of the shore.” You can’t have it both ways. In business, physicians tend to be risk-adverse, and “losing sight of the shore” may mean stepping outside of your comfort zone in order to achieve larger rewards.

Lesson Two…

In the foregoing story, Nordstrom—the fashionable retailer—serves as an analogy for wanting to attract an upscale audience. But, as it happens, Nordstrom is more than a convenient comparison. The company is over 100 years old and one of the nation’s largest department store chains.

The fabled Nordstrom Employee Handbook has a lot to do with success. You may or may not have heard this tale, but it’s made the rounds in the retail business world. Filed under the Nordstrom name, there’s a valuable lesson for healthcare, marketing and patient satisfaction.

It seems that for many years, Nordstrom’s Employee Handbook was a single card with these 75 words:

Welcome to Nordstrom

We’re glad to have you with our Company.

Our number one goal is to provide

outstanding customer service.

Set both your personal and professional goals high.

We have great confidence in your ability to achieve them.

Nordstrom Rules:

Rule #1: Use best judgment in all situations.

There will be no additional rules.

Please feel free to ask your department manager,

store manager, or division general manager

any question at any time.

“Rule #1” provides insight that transfers to delivering health care in ways that contribute to the patient experience and satisfaction.

  • The company “hires right;” employees are self-reliant and customer oriented;
  • Employees are motivated and empowered to apply good judgment;
  • Customers and delivering exceptional customer service are the center of the culture;
  • Employees are trusted to make decisions and handle “situations” with good judgment;
  • Employees are personally vested in finding a positive outcome, a memorable customer experience

No doubt many things contribute to employee training and the sustainability of a successful brand. Nevertheless, Nordstrom’s business success is due in large part to its culture of excellence in customer service.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

Clinical Expertise
Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
Health care
May 18, 2025
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Health
May 15, 2025
Learn how to Renew your Medical Card in West Virginia
Learn how to Renew your Medical Card in West Virginia
Health
May 15, 2025
Dr. Klaus Rentrop Shares Acute Myocardial Infarction heart treatment
Dr. Klaus Rentrop Shares Acute Myocardial Infarction
Cardiology
May 13, 2025

You Might also Like

Cut-Rate Concierge Medicine? One Medical Resorts to Discounting

February 4, 2014
Image
BusinessNews

High Quality, Low Cost HealthCare Video Interview Series: Daniel Wolfson and The Choosing Wisely Campaign

November 13, 2012

Medicare Spending by Program Service Categories, 2010

April 14, 2011

ER Docs Play Critical Role in Controlling Healthcare Costs

May 23, 2013
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?