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How to change
              the behavior of
             market participants



                                          ...
Change Behaviour
                                                            Keep up
                                     ...
External Target Groups
Customers and prospects are …

1)

2)

3)

     © Healthcare Marketing Dr. Umbach & Partner   www.u...
Customers' Unmet Needs
Current or future problems are …

1)

2)

3)

      © Healthcare Marketing Dr. Umbach & Partner   w...
Benefits I Provide
I help solve problems by …

1)

2)

3)

     © Healthcare Marketing Dr. Umbach & Partner   www.umbachpa...
Competitive Advantage
My services serve customers better
than competing offers since …




Things that set you apart from ...
Communicating Benefits
I convey the unique advantages to
customers by …
1)
2)
3)
Literature, ads, websites, letters, email...
Key Performance Indicators
I measure results by …

1)

2)

3)

       © Healthcare Marketing Dr. Umbach & Partner   www.um...
Rewards for People
Persons that help me or support
my projects, receive …
1)

2)

3)

     © Healthcare Marketing Dr. Umba...
Action Plan
Things I will start doing or continue
doing to reach my goals
   What                     By when
1)
2)
3)

  ...
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Changing Behavior Of Market Participants

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How to change the behavior of market participants - tips for marketing professionals in healthcare companies

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Changing Behavior Of Market Participants

  1. 1. How to change the behavior of market participants 1 © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
  2. 2. Change Behaviour Keep up Do Agree Understand Read or listen or look Send or say or show © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 2
  3. 3. External Target Groups Customers and prospects are … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 3
  4. 4. Customers' Unmet Needs Current or future problems are … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 4
  5. 5. Benefits I Provide I help solve problems by … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 5
  6. 6. Competitive Advantage My services serve customers better than competing offers since … Things that set you apart from the competition Proof / Story © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6
  7. 7. Communicating Benefits I convey the unique advantages to customers by … 1) 2) 3) Literature, ads, websites, letters, emails, mailings, public relations, presentations, testimonials … ? © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 7
  8. 8. Key Performance Indicators I measure results by … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 8
  9. 9. Rewards for People Persons that help me or support my projects, receive … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9
  10. 10. Action Plan Things I will start doing or continue doing to reach my goals What By when 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 10

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