Armada summit specialty pharmacy marketing


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  • Talked to Chris about what to presentAttend marketing meetings - theoretical vs. practical
  • You have probably heard this statement before, most marketers don’t say it publicly, but they do say it.How many marketers here?Today, lets talk about what works and what doesn’tMy goal at the end of this session is for you to remember one thing that works and one thing that doesn’t.
  • Art /science
  • Not convinced it’s the advertisingA lot has changed in marketing, but purchasing is still emotional.Top 5 global brands according to InterbrandThe brand is something we now associate with“my doctor”, “my supermarket” ….. “my specialty pharmacy”
  • The leaders of any industry stand out by being great at something – they hang their brand on somethingAs you know we rebranded last year – gave us a chance to define how we areSelf-reflection - we are not going to be on every street corner. We arent going to sell OTC products. What we sell is “clinical excellence” - good timing in wake of NECCFigure out the hook for your brandPublicly traded top brands have between 5-10% of there valuation tied to the “brand”
  • Content provided by Fast CompanyColor matters, for us – we thought that a blue a New Yorker recently reported that Facebook brand is blue because Zuckerberg was colorblind and that was easiest for him to seeMost disliked color – BROWN (but yet it works for some brands like UPS) Art/ science
  • Staples created a campaign and arguably their entire brand around “easy”8 out of 10 us consumers would pay more for superior customer service 80% of companies believe they deliver “superior” (good driver)8% of customers believe these same companies deliver “superior”You can have the slickest marketing material in the world, but it cant overcome if it is hard to do business with you.
  • 1985 Coke led the market, but for the first time Pepsi was starting to eclipse Coke in some segmentsPepsi was using the blind taste test marketing campaignCoke responded by updating their product – but didn’t solicit customer input70 days later, New Coke was pulled from marketGuess who won next round of taste tests ( Coke / Pepsi / New Coke)Customers don’t always know what they want, but you have to listen to them.
  • It’s a lot easier now than it was in 1985Negative feedback is an opportunity. Customers come around
  • May not be the case for all websites.The most important component for your website – SEO, platform selection (Drupal, wordpress, dot net)My opinion – the ability to stand out from the packChallenging with multiple customer segments – talk more about segmentation
  • CTA on every page, every sales / operational pieceHow do you take something complex and make it understandable / persuasiveFind a way to connect with visitors and keep them coming back or better yet -give you some information.
  • Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs.  Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.Example of dinner party guest
  • What questions to customers have?Multiple formats (publication, blog, white papers, conference calls, seminars)Tradeshows, website, sales team, social mediaIT TAKES EFFORT. Traditional marketing is for company with budgets bigger than brains, content marketing is for brains bigger than budgets
  • What questions do customers have?We have all been at a dinner party and asked “what we do”Has it worked?Views, awards, low cost
  • Too important to be ignoredCustomers are asking / demanding it.
  • “monetizing” websites
  • Click-through rates are .1 percent. (DoubleClick)8 percent of Internet users account for 85 percent of clicks. (ComScore)Up to 50 percent of clicks on mobile banner ads are accidental. (GoldSpot Media)The average person is served over 1,700 banner ads per month. Do you remember any? (Source: comScore) Tweet This
  • These are spam listsEven if they opted-in years ago – they did not opt-in to receive YOUR emailBlack-list your email domain, so when you do need to communicate with customers – you cantLike with all things in life that are worth having, it takes hard work and time – Create GREAT Content
  • Quick Reponse codes – only there is nothing “quick” about themGood marketers love analytics. This is analytics gone wrong. It forgets user experience.Better avenues, like SMS texting
  • Car manufacturers have learned it (BMW - driving experience)Computer computers have learned it (Appledoesn’t talk about gigabytes)We have created an industry full of technical terms and jargon – SPAARx dictionaryNew acronym every day
  • Hopefully didn’t bore youMy hope is that you leave here excited about marketing. Unlike other functions, we are all marketers. If you interface with customers, you are part of the marketing teamDid you remember one thing that worked / one thing that didn’t?
  • Armada summit specialty pharmacy marketing

    1. 1. Marketing Techniques that Accelerate your Specialty Pharmacy Brand
    2. 2. “I know half my marketing works, I just don't know which half” – Most Marketers
    3. 3. Marketing that Works
    4. 4. DEFINE YOUR BRAND 31% of US consumers prefer to purchase certain products because of brand advertising. – Lab42
    5. 5. Define your Brand • Not sufficient to just be a “Specialty Pharmacy” • Differentiate from the pack • Create “brand equity” • Create “sticky” customers and employees
    6. 6. MAKE IT EASY 86% of consumers quit doing business with a company because of a bad customer experience. - HelpScout
    7. 7. Make it Easy • Make yourself easy to locate • Explain your offering clearly • Make the process of doing business with you easy • No “phone-tree hell”
    8. 8. GIVE CUSTOMERS A VOICE “Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong.” – Donald Porter, VP of British Airways
    9. 9. Give Customers a Voice • Give multiple tools for feedback • Don’t try to “game” feedback • Negative feedback is OK – if you use it correctly • Reach out to each responder
    10. 10. PASS THE “BLINK TEST” 98% of all visitors will not return to your website.
    11. 11. Pass the “Blink Test” • Create a compelling Call to Action (CTA) • Explain your business succinctly • Be visually engaging / don’t overwhelm • Connect with visitors
    12. 12. LEVERAGE CONTENT MARKETING “Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler
    13. 13. Leverage Content Marketing • Create content with the customer in mind • Leverage multiple content formats • Repurpose content across multiple channels • Commit to the content generation workload
    15. 15. Engage with Video • Keep it short • Find a “hook” • Don’t make it about you, if you can help it • Content is more important than production quality
    16. 16. INVEST IN MOBILE By the end of 2013, there will be more mobile devices on Earth than people. – CISCO
    17. 17. Invest in Mobile • Not just ego-driven marketing • Improve adherence rates • Improve profit by lowering operational costs • Doesn’t need to be a full app
    18. 18. BUILD PERSONAS / HYPER-TARGET The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter F. Drucker
    19. 19. Build Customer Personas / Hyper- Target • Isolate each customer type and identify key traits • Uncover where they spend their time • Target key media outlets where there is top ROI • No mass-market advertising
    20. 20. Marketing that Doesn’t Work
    21. 21. Banner Ads
    22. 22. You’re more likely to survive a plane crash than click a banner ad. – Solve Media
    23. 23. PURCHASING EMAIL DATABASES There’s no such thing as a good email list that’s for sale.
    24. 24. QR CODES “Simply open your phone’s browser and download the free app at then follow the directions to scan or snap this tag to see the features.”
    25. 25. PHARMACY “JARGON” “If you can’t explain it to a six-year-old, you don’t understand it yourself.” – Albert Einstein
    26. 26. In Summary
    27. 27. Stay Connected Todd Speranzo, MBA Vice President, Marketing