The Speed of Culture: Driving Growth by Enhancing Customer Experience

SmileDirectClub CMO John Sheldon on driving business growth in the healthcare industry

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What should you focus on to drive business growth? Better marketing campaigns? Innovation? Customer experience? According to John Sheldon, it’s all three.

Sheldon is an innovation-driving business leader with over 25 years of experience in marketing. His background includes companies like Ogilvy, Bartle Bogle Hegarty, eBay, Mastercard and Fresh Direct.

What drew his attention to SmileDirectClub was the possibility of participating in the consumerization of healthcare, manifesting his skill sets and the company’s purpose. In his role as the CMO, Sheldon is responsible for customer acquisition, marketing initiatives and innovation around the customer experience as the brand expands around the globe.

In today’s episode, he talks about how to drive business growth in the healthcare industry through great customer experience, innovation and consumerization of healthcare.

To learn how to grow your business through great customer experience, innovation and consumerization of healthcare, check out the key takeaways of this episode below.

Key Highlights:

  • 04:06 – 05:35 – Consumerization of Healthcare – The direct-to-consumer world is infiltrating healthcare in every aspect. For consumers, that means having more control over their medical and wellness care, discussing their health with their doctor and collaborating with them to get lab testing or any other medical procedure.
  • 05:35 – 11:45 – Growing the Brand – At SmileDirectClub, John focuses on four key categories of activities. These include building the brand by ensuring people continue to feel positive and trustful about the company, driving marketing performance, defining the customer experience, and innovating.
  • 18:56 – 21:38 – Enhancing the Customer Experience – One key area in growing a brand is constantly optimizing the customer experience based on feedback. John spends one hour each week watching videos of customers in the company’s shops to identify what points the team can improve to offer a better customer experience.