Feasibility 10 Are your development, hospital and Board leadership open to cause marketing and corporate alliances? Do you know in what context? 1 Are key physicians in key areas of expertise/department/pillars open to aligning their programs with corporate partners? 2 Do you have internal corporate leads you can access/approach for cause marketing and corporate alliances? Do you know in what context? 3
Feasibility 10 Are the medical department/pillars open to working together on cause marketing and corporate alliances? OR would any alignment have to be pillar-specific? 4 Do you have a strong regional brand or exceptional national research in key, consumer-friendly departments/pillars? 5 How well do key areas of development work together: major gift officers, direct mail, event production, sponsorship, marketing communications, PR? 6
Feasibility 10 Is development marketing and outreach separate from clinical marketing? If so, how well do they work together? 7 Do you have any event, advertising or human resources that can be leveraged in support of a cause marketing program? Do you know in what context? 8 Do you have the resources to devote someone or part of someone to creating a formal program and conducting outreach for the next 18 to 24 months? 9 Does your institution have the legal skill and/or resources to devote to supporting a formal corporate alliance program? 10
The Internal Process Board Support & Internal Champions Head of Development Head of Marketing Attorneys Physicians in Key Consumer Areas of Focus BreakingDown Silos Board Hospital Executive Leadership Diabetes Peds Heart Cancer
Utilizing Your Assets Cultivation Events or Programs Professional Advisory Group
Telling Your Story PHYSICIANS, RESEARCHERS & MEDICAL STAFF VOLUNTEERS CORPORATE PARTNERS FAMILIES & PATIENTS
Closing the Deal Just do it.The best way to learn is to start. It’s about value. Define the ROI. Have a creative idea.Don’t walk into the room empty handed. Get advice. It you are not a marketer, find a mentor. Get Integrated. Know your assets and think bigger.
If possible, avoid cold calling.Use every contact you have.
Research.Find out what is currently going on with your target company, their industry and their competitors.
Listen. Know your product and its values/assets well and be ready to adapt to meet their goals.
Closing the Deal Stick With It Eighty percent of new sales are made after the fifth contact, yet the majority of salespeople give up after the second call. Follow up and keep calling. Persistence pays off.