How service heterogeneity is impacting engagement
Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.
Monash IVF hires new chief marketing officer
CMO50 2018 honorary and marketing chief, Everard Hunder, leaves the company after building up the marketing function
Monash IVF has brought on a new CMO following the departure of Everard Hunder for new professional opportunities.
The CMO50 2018 honorary left the IVF provider in June following a three-year stint as its group general manager of marketing. The position saw Hunder build a marketing function from the ground up, implementing new data models and customer-led programs of work including organisation-wide patient satisfaction.
Hunder told CMO he was particularly proud of fostering marketing literacy internally, as well as linking marketing investment with revenue, work which helped him demonstrate marketing-generated revenue growth. With the platform solid and growth prospects strong, he said now was a good time to exit.
“I am incredibly proud of the revenue growth achieved across the markets in which we play,” he said. “Looking forward, the customer pipeline looks strong. The sales and marketing teams I leave behind are an incredibly talented and passionate group. Our agency roster is brimming with experts who I am proud to call true strategic partners.”
Monash IVF has recruited Fiona Allen as its new CMO, effective 1 July. Allen was most recently consulting to Medibank, and previously held the chief marketing and digital officer’s post at Australian food products manufacturer, Simplot. Her resume also includes brand and marketing strategy positions with Medibank, GE Capital and Bank First.
Hunder expected to confirm his next professional endeavour in coming weeks. In the meantime, highlights of his three-tenure include building a celebrity influencer program including a-list names such as Sophie Monk, and implementing Net Promoter Score and customer satisfaction structures across all Monash IVF clinics.
“The customer service score improvements we saw within 12 months were spectacular. Staff are empowered to enhance customer service elements at the local level which, for me, was the secret,” he added.
Allen told CMO she was excited to be joining a purpose-driven company with market-leading clinical and scientific credentials.
"The role is a great opportunity to influence and help evolve the brand and the patient experience at a time when our community’s fertility needs are rapidly changing," she said.
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