This document discusses strategies for clinical practice branding and marketing. It emphasizes focusing on building trust with patients through transparency, consistency, and focusing on the patient experience. It also recommends developing a content marketing strategy to nurture relationships over time by automating the publishing and sharing of educational content through various channels. The goal is to position the practice as a trusted subject matter expert and meet the informational needs of patients, doctors, and insurers throughout the customer journey.
DST Marketing Town Hall (Selected Slides), 2014Joe Hagen
These are (selected) slides that I collaborated with marketing leadership to produce for a marketing town hall in 2014. The issues that we were dealing with at the time were non-integrated sales and marketing teams, a lack of quality content being produced and numerous/disjointed marketing technology platforms... I am proud that I was a part of the team that laid the foundation for amazing success.
Developing a Physical Therapy Marketing PlanDemandmart
The best way to start marketing your physical therapy business is to first develop a marketing plan so you know what steps you need to take to reach your goals. Marketing plans are not hard to develop but you need to know what you should include. Any small business can put together a marketing plan to work with. Take a look at our advice for what you should include in your marketing plan.
At Marketing Vision Consulting pride ourselves on realizing with keen insight the complexity and intricacies of the development and commercialization of new products and offerings. We bring expertise in the areas of biotechnology, pharmaceuticals, diagnostics, medical device, and healthcare services.
DST Marketing Town Hall (Selected Slides), 2014Joe Hagen
These are (selected) slides that I collaborated with marketing leadership to produce for a marketing town hall in 2014. The issues that we were dealing with at the time were non-integrated sales and marketing teams, a lack of quality content being produced and numerous/disjointed marketing technology platforms... I am proud that I was a part of the team that laid the foundation for amazing success.
Developing a Physical Therapy Marketing PlanDemandmart
The best way to start marketing your physical therapy business is to first develop a marketing plan so you know what steps you need to take to reach your goals. Marketing plans are not hard to develop but you need to know what you should include. Any small business can put together a marketing plan to work with. Take a look at our advice for what you should include in your marketing plan.
At Marketing Vision Consulting pride ourselves on realizing with keen insight the complexity and intricacies of the development and commercialization of new products and offerings. We bring expertise in the areas of biotechnology, pharmaceuticals, diagnostics, medical device, and healthcare services.
Social Media Marketing - The Horizon (Potential, Strategy, Objectives)Tai Tran
LinkedIn Article: https://www.linkedin.com/pulse/3-opportunities-objectives-social-media-marketing-tai-tran.
What is marketing? What role does social media play in marketing? What potential does social media marketing hold? What are the key objectives of social media marketing?
Beyond the press release: what clinicians need to know about web presence, content marketing, PR and social in 2017: as delivered by Paul Snyder, VP Healthcare at Write2Market during the American Brachytherapy Society 2017 annual meeting.
Melaksanakan Riset Pemasaran dan Meramalkan Permintaannitalulu
1. Apa syarat-syarat riset pemasaran yang baik ?
2. Apa syarat-syarat ukuran yang baik untuk mengukur produktivitas pemasaran?
3. Bagaimana pemasar dapat menilai tingkat pengembalian dari investasi yang mereka tanamkan pada pengeluaran pemasaran?
4. Bagaimana perusahaan dapat mengukur dan meramalkan permintaan secara lebih akurat?
This course introduced the basic concepts in marketing but did so with the focus on identifying which customers represent the greatest value to an organization and how to assess the role of relationships with them. We examined marketing concepts in a critical manner with a recognition that different approaches work with varying levels of effectiveness in different situations. Topic coverage ranged from well-established concepts to the latest thinking and applications of digital marketing.
LEARNING OUTCOMES
• Discuss and apply the key principles of
relationship marketing to your customers.
• Improve your own performance in organisations
of which you are a member.
• Develop your analytical and prioritisation skills.
Assess and appreciate the ethical issues
surrounding marketing relationships.
SYLLABUS
• How to gain the most relevant insights about
customers and their needs
• Designing the most appropriate products for
your intended customers
• Prioritising the customers who are most likely to
be interested in your products
• Identifying the most profitable applications of
relationship marketing
• Understanding the different ways you can get
customers to be loyal and when to use them
• Maximising the effectiveness of digital
marketing for relationship building
German American Chamber of Commerce Knowledge Exchange_Digital Marketing and ...Kevin Masi
Digital, Mobile, and Social Media now Affect the Entire Organization: How to use digital media to amplify and extend the reach and impact of marketing — and the organization overall.
Tribal Intelligence® A Study of Community BehaviorKevin Masi
Advertising and marketing refer extensively to demographics, personas and other statistical and individualistic buyer types. Tribal intelligence connects those individuals into experiential groups, tribes that come together through shared hearts and minds.
Social Media Marketing - The Horizon (Potential, Strategy, Objectives)Tai Tran
LinkedIn Article: https://www.linkedin.com/pulse/3-opportunities-objectives-social-media-marketing-tai-tran.
What is marketing? What role does social media play in marketing? What potential does social media marketing hold? What are the key objectives of social media marketing?
Beyond the press release: what clinicians need to know about web presence, content marketing, PR and social in 2017: as delivered by Paul Snyder, VP Healthcare at Write2Market during the American Brachytherapy Society 2017 annual meeting.
Melaksanakan Riset Pemasaran dan Meramalkan Permintaannitalulu
1. Apa syarat-syarat riset pemasaran yang baik ?
2. Apa syarat-syarat ukuran yang baik untuk mengukur produktivitas pemasaran?
3. Bagaimana pemasar dapat menilai tingkat pengembalian dari investasi yang mereka tanamkan pada pengeluaran pemasaran?
4. Bagaimana perusahaan dapat mengukur dan meramalkan permintaan secara lebih akurat?
This course introduced the basic concepts in marketing but did so with the focus on identifying which customers represent the greatest value to an organization and how to assess the role of relationships with them. We examined marketing concepts in a critical manner with a recognition that different approaches work with varying levels of effectiveness in different situations. Topic coverage ranged from well-established concepts to the latest thinking and applications of digital marketing.
LEARNING OUTCOMES
• Discuss and apply the key principles of
relationship marketing to your customers.
• Improve your own performance in organisations
of which you are a member.
• Develop your analytical and prioritisation skills.
Assess and appreciate the ethical issues
surrounding marketing relationships.
SYLLABUS
• How to gain the most relevant insights about
customers and their needs
• Designing the most appropriate products for
your intended customers
• Prioritising the customers who are most likely to
be interested in your products
• Identifying the most profitable applications of
relationship marketing
• Understanding the different ways you can get
customers to be loyal and when to use them
• Maximising the effectiveness of digital
marketing for relationship building
German American Chamber of Commerce Knowledge Exchange_Digital Marketing and ...Kevin Masi
Digital, Mobile, and Social Media now Affect the Entire Organization: How to use digital media to amplify and extend the reach and impact of marketing — and the organization overall.
Tribal Intelligence® A Study of Community BehaviorKevin Masi
Advertising and marketing refer extensively to demographics, personas and other statistical and individualistic buyer types. Tribal intelligence connects those individuals into experiential groups, tribes that come together through shared hearts and minds.
The slide is all about Healthcare Marketing. How you can develop marketing strategies in healthcare market.
Healthcare is booming industry & in accordance with marketing concepts it is very necessary to do marketing of services.
Mintent Webinar: Level Up with a Documented Content Strategy with Kelly Hunge...Mintent
According to CMI/MarketingProfs research, marketers with a properly documented strategy are more effective, less overwhelmed, and able to justify a higher percentage of their marketing budget to be spent on content. Join Mintent and Kelly Hungerford, renowned content marketing consultant and public speaker, for this free, hands-on webinar that will give you the tools you need to create your own, documented content marketing strategy right away.
Career Options for Pharmacists in the Industry (Singapore)yk png
The presentation is intended as an overview for pre-registration pharmacists and newly graduated pharmacists who wish to know the options available for pharmacists in the Industry.
To appreciate the context of entrepreneurial marketing as distinct to traditional marketing
To examine the entrepreneurial marketing concept – philosophy and consumer orientation
To establish the areas vital to a marketing plan
To establish the concept and need for customer segmentation
To identify the key elements of an effective market survey
To outline the processes and entrepreneurial tactics in marketing esearch
To examine marketing on the internet and the emerging use of social media and mobile marketing for entrepreneurial firms
To differentiate green marketing from traditional marketing practice
To discuss the key features of a pricing strategy and how customisation influences the perception of price by the customer
Tips and tools you need to help define or redefine the needs of your customers. I share the importance of market research and how to conduct a market analysis. I also discuss how you can apply what you’ve learned to strengthen your marketing plan.
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs
Unit 1defining-marketing-and-the-marketing-processto-post-1225713105638611-8
Branding and markeging strategies for large medical clinic practice groups
1. Content, Nurturing, Trust and Referrals
New Paths to Clinical Practice Branding and Marketing
Presented at the Large Urology Group Practice Association (LUGPA)
2010 National Conference
3. People Hate to be Sold, But Love to Buy
3
Hate to be sold Love to buy
4. What is a Brand?
More than a collection of marketing
tactics, a brand is the perception of an
organization (product or person) in the
mind of the market.
4
6. Patients Have Many Needs
• Special circumstances
• Regular screenings
• Emergency care
6
7. Primary Care Doctors
• Market to primary care physicians
for referrals to urologists
• Strengthen those relationships to overcome
fears that the specialist will steal the patient
7
10. The Communication Responsibilities of Leaders
• Market leaders become synonymous
with the category. They:
- Have a responsibility to promote the category
- Avoid promoting features or benefits
- Enjoy attributes inherent to leadership: innovation;
depth of resources; recognition
10
Leader
#2special-
ist
special-
ist
special-
ist
special-
ist
special-
ist
special-
ist
special-
ist
11. Draw on Your Subject Matter Expertise
• Rather than present the features & services of
your practice, focus on such topics as
- care models
- trends in health
- trends in science
- trends in research
- diet & exercise behavior affecting health
- genetics
- self-care
11
12. Build Trust...
12
Be
Transparent
Speak
in a human
voice
Reflect
back
Culturalize
trust
Sustain
engagement
Provide a
sense of
control
Provide
choices
Listen
...in a culture where you can’t say: “trust me”
[Distinguishing the patient experience, when
excellence in care is the ‘price of entry’]
14. Manage for Consistency
• Consistency of visual standards and message
• Consistency over time
• Consistency at all marketing touch points
14
Sales materialWebsite Newsletters
15. Focus on the Patient
Experience
• Put the patient / audience at the center of the strategy
• Eon moved away from the medical technology of dental implants, to
communicate the life-changing benefit of a new smile
• Strategy: Perfect teeth for a lifetime
• Marketing: Smile Celebration campaign
15
16. Plan: Content, Sources and Publishing Process
16
Content
strategy
Sources
Publishing
process
Sales
process
integration
• Determine content relevant
to the steps in the purchase
consideration process
• Develop the editorial
calendar
• Establish marketing
automation tools
• Establish metrics monitoring
tools
• Aligning content with the
stages of the purchase or
selection process, which
should also match stages in
the sales funnel
• Collect CRM database leads
• Follow up content marketing
leads
• Develop and publish new
content and resources over
time, as leads are nurtured
and insight into audience
interest is deepened
Develop content to:
- Identify the
complexity of the
problem
- Show how to think
about the problem
- Share best practices
- Develop confidence
in your expertise
Monitoring tools
¯
Industry blogs
¯
Google Alerts
¯
LinkedIn Groups
¯
Twitter hash tags
Your organization and experts
-
Salespeople in conversation
with prospects
-
Patients (and other audiences)
and problems they are solving
-
Support staff and other
departments
17. Automate: Content Marketing (Publishing)
17
Website
Webinars Advertising
Event
Tradeshow Patient
Database
with current
patients, new opt
in targets
CRM
automation tool
Loopfuse
Email
Marketing:
Editorial strategy
and calendar
Content:
White papers,
articles, blog posts,
news, enewsletter
promotions
Sales Calls
Funnel
Management
Lead Handling
NAME CAPTURE
SALES PROCESS
SEGMENT
1
SEGMENT
2
SEGMENT
3
WAVE
1
WAVE
1
WAVE
1
WAVE
2
WAVE
2
WAVE
2
LEAD GENERATION
ANALYTICS:
OPEN AND
CLICK RATESLONG TERM
PROSPECTS
AUTOMATION PROCESS: NURTURE CONNECTIONS OVER TIME
AUTOMATION PROCESS
IN-MARKET
18. Search: Your New Home Page is
• Be available to the people looking for your solution
• Help patients, primary care docs, and managed care providers to find what
they need
• Search activators:
- content
- activity
- video: YouTube is #2 search engine
- keywords and phrases audiences use
18
19. 19
Develop The Content Marketing Strategy
Case Studies
Search
(SEO / SEM)
Keywords
Press
Releases/
media
relations
Speaking
(panels,
tradeshows,
associations
Webinars
Point of view,
thought
leadership
content
email
marketing/
eNewsletter
White paper,
articles, blog
posts
Subject
expert videos
How we
work, process
Spec
sheets and
tech
info
Product
photos and
demos
CONTENT
MARKETING
STRATEGY
EXPERT
SPEAKER
WRITING
PUBLISHING
CRM
WEBSITE
PLATFORM
PUBLIC
RELATIONS
ADVERTISING/
ONLINE
DIRECT
TRADESHOW/
EVENT
SALES
STRATEGY
MARKETING
STRATEGY
Marketing
asset or
action
BRAND
POSITIONING &
MESSAGE
WORD OF MOUTH • REFERRAL • REPUTATION
SOCIAL MEDIA
CHANNELS
YouTube
Facebook
Twitter
20. Resources
- David Meerman Scott
• Cashing in with Content
• The New Rules of Marketing and PR
- Jim Cecil And Eric Rabinowitz
• Nurturing Customer Relationships
Kevin Masi, Co-Founder and President
Torque ltd.
kmasi@torquelaunch.com
www.torquetribemarketing.com
20