The Harley experience doesn’t end exiting the dealership with keys in hand. It continues, perhaps even spirals, through the endless buyer cycle of red-stitched merchandise and roaring rallies. Successful brands know what Harley has mastered—that relationships extend well past a purchase moment. With Harley, there is no other choice because HOG members don’t care for another choice. They simply want more Harley, meaning more share of wallet and more experiences.
But more in healthcare isn’t the loyalty objective; instead, it’s being there for what’s next. For your name to rise to the top when patients choose care, provide exceptional experiences and positive outcomes every single time.
To achieve brand loyalty, consider Harvard Business Review’s Wallet Allocation Rule, which works by assigning a brand with a relative rank to another to better predict the consumer’s share of wallet.
If we rolled up a Harley-Davidson, a Triumph and a Ducati and asked consumers to rank them—which would rank first with our aforementioned riders? While metrics like patient satisfaction matter, so does rank. Because rank drives loyalty, and loyalty drives wallet share.
While counterintuitive, we know what makes for happy customers can also have scarce impact on the top line. So, what can we learn about why the HOGs choose Harley? Why not a Triumph or Ducati? And how could we use these insights to move up the rank ladder?
We anticipate healthcare to continue shifting from caring for a single issue to creating an ongoing relationship. This model creates natural memberships rather than a fix-it-and-move-on mentality. And most importantly, an ongoing relationship fosters trust and loyalty.