During his presentation on the formation of MinuteClinic in 2000, Howe talked about how the U.S. healthcare system remains "broken," despite the recent regulatory reform measures passed by Congress. He also stressed how all consumers of healthcare need to fix the system and to drive change.
When Howe was CEO of MinuteClinic from June 2005 to June 2008, he was charged with growing the organization from 19 clinics to more than 500, which he and his team accomplished. As part of its growth strategy, Howe said the organization recognized the need "to understand consumers' motivations and expectations." They also sought to understand the motivations of its healthcare staffers.
Understanding what motivates both customers and employees is critical. As Peppers & Rogers Group Managing Partner Orkun Oguz has pointed out, companies can't effectively engage its customers until it has taken the necessary steps to engage and motivate its employees, especially those that are customer-facing.
To help MinuteClinic understand its customers' needs, the company examined the motivators for four groups of customers: the greatest generation (those born between 1925 and 1944); Baby Boomers, GenXers and Millenials. It's a smart approach, since the needs and motivators for people born before World War II are dramatically different than for Millenials who were born between 1985 and 2005.