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Gunters concise-marketing-training-20-charts

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Gunter's Concise Marketing Training The first 20 charts. You can download the remaining charts for free on https://www.umbachpartner.com/de/gunter-s-concise-marketing-training

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Gunters concise-marketing-training-20-charts

  1. 1. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 1 Gunter's Concise Marketing Training Succeeding with Know-how: Making Marketing Work For You
  2. 2. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 2 Strategic Triangle Customer AdvantageCompany Competitors Market Basics Pharma
  3. 3. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 3 How can we meet market needs? = How can we solve our customers' problems better and/or faster than our competitors? Market Orientation
  4. 4. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 4 Prescription for Success It's not important how much you know, but how much you actually implement Knowing Going …
  5. 5. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 5 Transparent, coherent process with a series of standardized steps in a logical sequence Facilitating a consistent approach Modules
  6. 6. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6 • Blueprint • Checklist • Recipe • Idea Catalyst kit Can Serve You As Peak Performance
  7. 7. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 7 Framework: Goals, Time, Markets Analysis: Identify target group Unmet need: Understand the prospect's problem Positioning: Develop a powerful message Modes of expression: Address all senses Check: Test draft, adapt to feedback, test again Channels: Find effective communication routes Success Criteria: Define performance indicators Names: Collect and store customer contact data ●
  8. 8. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 8 Success in the Market Win and keep customers
  9. 9. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9 Results: Business Outcome Framework: Goals ● Market share ● Revenue ("Sales") ● Cash flow ("Profit)" - Time Period - Markets - Resources
  10. 10. © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 10 Framework: Goals, Time, Markets Analysis: Identify market and target group Unmet need: Understand the prospect's problem Positioning: Develop a powerful message Modes of expression: Address all senses Check: Test draft, adapt to feedback, test again Channels: Find effective communication routes Success Criteria: Define performance indicators Names: Collect and store customer contact data ●
  11. 11. © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 11 Those few things that must go well to ensure success and therefore deserve special attention. Note: Different from desired outcome or KPIs of a project Critical Success Factors (CFS)
  12. 12. © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 12 It's Not the Big That Eat the Small.. It's the Fast That Eat the Slow: How to Use Speed as a Competitive Tool in Business by Jason Jennings and Laurence Haughton Speed and Agility
  13. 13. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 13 Targeting Stakeholder-Mapping Select relevant groups Key customers CRM
  14. 14. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 14 Targeting Common mistake: Focusing on the wrong target group and chasing poor prospects Do your home work "Pre-Qualification" Visit the right people
  15. 15. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 15 The will to prepare to win is more important than the will to win Do research Prepare
  16. 16. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 16 Are you on target or off-track? Focus Whom do you want to convince?
  17. 17. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 17 Framework: Goals, Time, Markets Analysis: Identify target group Unmet need: Understand the prospect's problem Positioning: Develop a powerful message Modes of expression: Address all senses Check: Test draft, adapt to feedback, test again Channels: Find effective communication routes Success Criteria: Define performance indicators Names: Collect and store customer contact data ●
  18. 18. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18 The Prospect's Problems The customer is not doing business with you because of your company's reasons but because of his own reasons
  19. 19. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 19 Burning Problems or "Paint Points" Think Unmet Needs Discover the customer's real reasons
  20. 20. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 20 Even you will not know until you spread your wings Rise to New Heights No one can predict to what heights you can soar
  21. 21. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 21 Complete Presentation and Free Tips and Ideas www.umbachpartner.com/de/gunter-s-concise-marketing-training

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