5. DEFINE YOUR BRAND
31% of US consumers prefer to
purchase certain products because of
brand advertising.
– Lab42
6. Define your Brand
• Not sufficient to just be a “Specialty Pharmacy”
• Differentiate from the pack
• Create “brand equity”
• Create “sticky” customers and employees
7.
8. MAKE IT EASY
86% of consumers quit doing business with
a company because of a bad customer
experience.
- HelpScout
9. 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”
10. 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
11. 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
12. PASS THE “BLINK TEST”
98% of all visitors will not
return to your website.
13. Pass the “Blink Test”
• Create a compelling Call to Action (CTA)
• Explain your business succinctly
• Be visually engaging / don’t overwhelm
• Connect with visitors
15. 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
17. 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
18. INVEST IN MOBILE
By the end of 2013, there
will be more mobile devices
on Earth than people.
– CISCO
19. 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
20. 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
21. 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
26. QR CODES
“Simply open your phone’s
browser and download the
free app at gettag.mobi then
follow the directions to scan
or snap this tag to see the
features.”
27. PHARMACY “JARGON”
“If you can’t explain it to a six-year-old,
you don’t understand it yourself.”
– Albert Einstein
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?
