Marketing and Selling Your Lenses to Eye Care Professionals

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Chris Houchens discusses B2B healthcare marketing for attendees of the 47th Annual Meeting of the Contact Lens Manufacturers Association on 11/14/2008

Published in: Health & Medicine, Business

Marketing and Selling Your Lenses to Eye Care Professionals

  1. 1. Marketing & selling your lenses to eye care professionals Chris Houchens November 14, 2008 www.ChrisHouchens.com © 2008 - www.ChrisHouchens.com
  2. 2. Marketing? • To communicate a consistent intended message to a specific intended audience. • Marketing is NOT just advertising. • Marketing is NOT just PR. • Marketing is NOT just sales. • Marketing helps CREATE the sales opportunity. • Successful marketing develops long-term relationships © 2008 - www.ChrisHouchens.com
  3. 3. © 2008 - www.ChrisHouchens.com
  4. 4. B2B Marketing Spending (in Billions of dollars – 2008) • Trade Shows/Events -- $17.3 • Internet/Electronic Media -- $12.5 • Promotional Support -- $10.9 • Magazine Advertising -- $10.8 • Publicity/PR -- $10.5 • Direct Mail -- $9.4 • Dealer/Distributor Materials -- $5.2 • Market Research -- $3.8 • Telemarketing -- $2.4 • Directories -- $1.4 • Other -- $5.1 © 2008 - www.ChrisHouchens.com
  5. 5. The key to great marketing Think Small Narrowcasting vs. Broadcasting © 2008 - www.ChrisHouchens.com
  6. 6. Great Marketing... • Begins with the Product • Driven by the Message • Nurtured by the Relationship © 2008 - www.ChrisHouchens.com
  7. 7. Healthcare Marketing Trends • One word :: Choices – Consumers in charge of healthcare decisions – Self-Diagnosis is on the rise • Google trying to outdo the CDC this flu season – “Doctor says” no longer the force it was – Consumers have more disposable income – Insurance / HMO / Flex Account / etc • The idea of Customers vs. Patients © 2008 - www.ChrisHouchens.com
  8. 8. HIPAA • Health Insurance Portability and Accountability Act • You may not be affected by HIPAA, but your docs are • Must have prior written authorization to communicate for marketing purposes except for face-to-face encounters or communications involving promotional gifts • Not considered “Marketing” or excepted – Educational Communications – Treatment Options – Communications about products & services – General health announcements like health fairs, mammogram reminders, organ donation, etc – Patient/doctor face-to-face communication – Nominal value gifts • Cannot sell lists of patients to 3rd parties © 2008 - www.ChrisHouchens.com
  9. 9. Most prevalent marketing mistakes • “Me Too” Competitive and following fads • Campaigns designed around cutesy or non- relevant centers • Marketer trying to reach themselves • Money Issues – Focus on costs rather than effectiveness – Thinking that $$$ = Success – Accepting proposed prices • Forgetting multiple media maximizes the message • No marketing plan © 2008 - www.ChrisHouchens.com
  10. 10. A Marketing Plan... • Defines Marketing Costs • Shows Marketing Value • Defines Mission / Provides Focus • Written Game Plan • Evolving Document A Marketing Plan is On Paper…On Purpose © 2008 - www.ChrisHouchens.com
  11. 11. Elements of a Marketing Plan • At a minimum...a Marketing Plan should include the following: – Who/where you are (BRAND) – Where you want to go – How you’re going to get there – Budget – Summary of Strategy – Timetable of Actions • Less is (sometimes) more © 2008 - www.ChrisHouchens.com
  12. 12. Developing a Target Market • Marketing Truths – Not everyone loves you – No one cares about your marketing • If you try to be all things to all people, you will be nothing • Target market should be as specific as possible © 2008 - www.ChrisHouchens.com
  13. 13. © 2008 - www.ChrisHouchens.com
  14. 14. Marketing messages should be conversations, not announcements. © 2008 - www.ChrisHouchens.com
  15. 15. What is a Brand? • Your single most valuable asset • A promise that past performance will indicate future results • Your target’s experience with you • Faces vs. personalities • Perception IS reality You have a brand even if you don’t have a brand strategy. © 2008 - www.ChrisHouchens.com
  16. 16. Conditional Response © 2008 - www.ChrisHouchens.com
  17. 17. Branding is a conditional response © 2008 - www.ChrisHouchens.com
  18. 18. Brand strategy should influence every marketing initiative © 2008 - www.ChrisHouchens.com
  19. 19. Branding Success Microwave vs. Slow Cooker © 2008 - www.ChrisHouchens.com
  20. 20. Brand Consistency • Touchpoints – All interactions with the target • Messaging – Slogans / Taglines – Advertising • Design – Logo / Identity – Packaging – Colors / Fonts • Pricing © 2008 - www.ChrisHouchens.com
  21. 21. Which one will my wife eat at? © 2008 - www.ChrisHouchens.com
  22. 22. Perception Reality © 2008 - www.ChrisHouchens.com
  23. 23. Clip art will never win a marketing battle. © 2008 - www.ChrisHouchens.com
  24. 24. Successful branding makes other aspects of marketing easier and cheaper. © 2008 - www.ChrisHouchens.com
  25. 25. Budgeting #1: Strategy • Is this marketing initiative a priority? • What is the LONG TERM goal? – More customers? – More exposure? – More credit? • How much of the pot should this get? • What’s the needed ROI? © 2008 - www.ChrisHouchens.com
  26. 26. Budgeting #2: Segmentation • Who are we really trying to talk to? • Stop wasting money / time / resources: – firing canons instead of rifles • Figure out who is making the decision and find the best / cheapest / quickest way to reach them at the right time © 2008 - www.ChrisHouchens.com
  27. 27. Budgeting #3: Leverage • Use current customers to gain new ones • Word of mouth • Cross - promotions • CRM: always collect e-mail addresses and other contact info (and follow up) • Use the web • Let viral and other networks grow the investment exponentially © 2008 - www.ChrisHouchens.com
  28. 28. Budgeting #4: Measurement • Measure actual ROI as well as responses • Measure satisfaction and “stickiness” as well as the actual numbers • Use the info to make adjustments You can’t manage what you can’t measure © 2008 - www.ChrisHouchens.com
  29. 29. Low Cost “Guerilla” Marketing • #1 Method - Word-of-Mouth / “Buzz” – Referrals from customers, friends, vendors, etc • Brochures / Posters / Printed Literature • Build marketing into current paper trail – Business cards, fax sheet, letterhead, e-signatures • On-Hold Message • Community Events / Trade Shows • Articles / Publishing • Ad Specialties / Gifts • Cross Promotions / Alliances • Networking • Seminars / Workshops • Public Relations - Press Releases - Media Show © 2008 - www.ChrisHouchens.com
  30. 30. Doctors don’t care about your lenses. (What do you think they do care about?) © 2008 - www.ChrisHouchens.com
  31. 31. Keys to selling to docs • Databases – Lead generation systems • Get their attention immediately – Don’t build to a big finish • Have a great offer • Have a USP • Add value to their practice and their life © 2008 - www.ChrisHouchens.com
  32. 32. Great Medical Reps • MUST be personable • MUST be persistent • MUST speak the language • Understands the importance of STAFF • Know how to sell • They know how to get the meeting (without you) • Have objectives and can report results Great medical reps win confidence personally and technically © 2008 - www.ChrisHouchens.com
  33. 33. Ask your doctor about… © 2008 - www.ChrisHouchens.com
  34. 34. Opportunity: Presbyopia • 76 million Baby Boomers will be / are holding things at arm’s length • Generation driven by consumerism and will pay for things they want • Have a strong self image of an active and healthy person © 2008 - www.ChrisHouchens.com
  35. 35. Opportunity: Orthokeratology • LASIK and other forms of refractive surgery have settled into a plateau • No blades! is an attractive option for some patients • Lets ODs have their cake and eat it too. (create a vision correction practice while still keeping co-management $ from OPHs) © 2008 - www.ChrisHouchens.com
  36. 36. Opportunity: Mentors © 2008 - www.ChrisHouchens.com
  37. 37. Fundamental E-Marketing • Online Spending – Budget for Website – Banner Ads – Contextual Search Advertising – SEO – Search Engine Optimization • E-mail Marketing – Phishing / Spam – Permission-Based • Blogs / Social Media © 2008 - www.ChrisHouchens.com
  38. 38. The Website • Cannot just be an online brochure • Must be dynamic and change constantly • Content is King • Simple is best – Just because you can – doesn’t mean you should • When was the last time you visited your own website? © 2008 - www.ChrisHouchens.com
  39. 39. Search Engine Optimization • Text not graphics • Write text with SEO in mind • Inbound links • Metadata – Keywords – Descriptions – <title> – Graphic alt tags © 2008 - www.ChrisHouchens.com
  40. 40. Email Marketing • Anticipated, personal and relevant messages delivered to people who actually want to get them • PERMISSION – Sign-ups – Opt-outs • Keys to success – The List – Subject and “from” – Permission © 2008 - www.ChrisHouchens.com
  41. 41. What do you mean by Social Media? • Blogs • Wikis • Microblogs • Photo – Twitter – Flickr • Video – Photobucket – Google & YouTube • Virtual reality – Revver – Second Life • Social Networks • Social / News Bookmarks – MySpace – Digg – Facebook – Reddit – Del.icio.us Community / user generated content © 2008 - www.ChrisHouchens.com
  42. 42. We’re not finished… • Biggest opportunity for FAILURE is right after the marketing begins • Inform all your touchpoints – Everyone who is associated with your organization • Develop a tracking system © 2008 - www.ChrisHouchens.com
  43. 43. Tracking / Effectiveness quot;I know that half my advertising works. I just don't know which half.quot; John Wanamaker (1838- 1922) If you can say the same thing, STOP advertising (marketing). © 2008 - www.ChrisHouchens.com
  44. 44. Thank You • Your Turn Marketing… • Begins with the PRODUCT – Questions • Driven by the MESSAGE – Comments • Nurtured by the RELATIONSHIP – Problems Chris Houchens – Rants Blog :: ShotgunConcepts.com – Raves Website :: ChrisHouchens.com E-Mail :: chris@shotgunconcepts.com – Complaints These slides are available for free online: www.slideshare.net/shotgunconcepts © 2008 - www.ChrisHouchens.com

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