The document outlines a framework for effective marketing in the healthcare sector, emphasizing the importance of market orientation and understanding customer needs. It provides a structured process that includes goal setting, market analysis, message development, and communication strategies to win and retain customers. Additionally, it highlights critical success factors and the necessity of agility in a competitive market.

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Gunter's Concise
Marketing Training
Succeeding with Know-how:
Making Marketing Work For You

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Strategic Triangle
Customer
AdvantageCompany Competitors
Market
Basics Pharma

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How can we meet market needs?
=
How can we solve our customers'
problems better and/or faster than
our competitors?
Market Orientation

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Prescription for Success
It's not important how much
you know, but how much
you actually implement
Knowing Going
…

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Transparent, coherent process
with a series of standardized steps
in a logical sequence
Facilitating a consistent approach
Modules

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• Blueprint
• Checklist
• Recipe
• Idea Catalyst kit
Can Serve You As
Peak Performance

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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
●

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Success in the Market
Win and keep
customers

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Results: Business Outcome
Framework: Goals
● Market share
● Revenue ("Sales")
● Cash flow ("Profit)"
- Time Period
- Markets
- Resources

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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
●

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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)

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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

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Targeting
Stakeholder-Mapping
Select relevant groups
Key customers
CRM

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Targeting
Common mistake:
Focusing on the wrong target group
and chasing poor prospects
Do your home work
"Pre-Qualification"
Visit the right people

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The will to prepare to win
is more important
than the will to win
Do research
Prepare

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Are you
on target or
off-track?
Focus
Whom do you
want to convince?

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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
●

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The Prospect's Problems
The customer is not doing
business with you because
of your company's reasons but
because of his own reasons

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Burning Problems
or "Paint Points"
Think Unmet Needs
Discover the customer's
real reasons

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Even you will not know until
you spread your wings
Rise to New Heights
No one can
predict to what
heights you
can soar

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Complete Presentation
and Free Tips and Ideas
www.umbachpartner.com/de/gunter-s-concise-marketing-training