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Isoray ABS 2017 marketing presentation.pptx
- 1. Industry Perspective Brachytherapy in the era of value-based medicine: Are your top referrers hiding in plain sight? Michael L. Krachon VP Sales & Marketing, Isoray Former Chairman, CAB
- 2. Key Objectives • Review the key tenets of marketing, with a focus on understanding who the customer is, and what the customer needs / wants • Review the key brachytherapy customers, including the surgeons (urologists) and patients • Review the key tools available to facilitate communication and discuss strategies for reach your customers.
- 3. What is Marketing? • Marketing is not just selling – marketing is: • Knowing and understanding your customer and what drives their actions • Identifying value-based solutions to address their needs • Finding ways to communicate the solutions to your customer / audience “The aim is to know and understand the customer so well that the product or service sells itself.” Peter Drucker
- 4. Marketing Process The object of marketing is to make it easier for a customer to choose your service Starts by identifying, then understanding your customer Determine an offering that they would value Then communicating the value -- and helping them appreciate the benefits – FOR THEM
- 5. Who are your brachytherapy customers Referring physicians (Surgeons / Urologists)Patients (and the local community) My Working Hypothesis “The best referral is not the urologist, but finding ways to go directly to prostate cancer patients, and then paving the path for surgeons (urologists), PCPs, HCPs, to support the use of brachytherapy.”
- 6. How to Understand Your Customers
- 7. Patient Why • Personal interaction/connection with physician • Confidence in a cure • Confidence in physician • Speedy recovery • Least Impactful treatment • One day radiation treatment • Quality of life post treatment
- 8. Surgeon Why • Patient cure • Solutions for gaps in standards of care • High risk patients • Targeted treatments • Salvage treatments • Targeted biopsy? • Efficiency of treatments • Procedure Time • Post-Treatment Side effects • Earned RVUs (work/time balance) • Hospital Metrics • Financial impact • Fear of loss
- 9. Potential Value Propositions • The value of the patient physician relationship • Treating your patients as family • Listen to their concerns • Walk your patient through the options, give them clinical choices. They will be invested in you and the cure. • Value of supporting your surgeons, making their lives easier in the OR for example • Value their time • Communication the value of brachytherapy to them, both clinically and financially • Listen to their concerns • Constantly reinforce the value -- and help them appreciate the benefits By focusing on delivering the specific value that your customer is interested in, you can build a stronger relationship and make it easier for them to bring the next patient to you.
- 10. Supercharge Your Communications • Create and cultivate your brand • Leverage experiences and value • Share patient & clinician stories • Be active in your local community • Your patients will market for you. • Stay active with your customers: Past, Present & Future • Provide education to patient alumni • Outreach to PCP and surgeons outreach • Be active with value content on LinkedIn / Facebook / Twitter • Support and share content with others. Example: PCTRF Pioneer Stories (Clinicians / Patients)
- 11. Conclusions • Know and grow your understanding of what is important to your customers – both referring physicians and patients • Supercharge your brand building and communication efforts – but remain focused on value for your customers • Industry and clinicians need to work together to maximize the value of available resources and deliver a clear message about the different values of brachytherapy.