The document outlines a marketing strategy for Altibbi Physicians' Outreach. It includes an agenda covering market research findings, market strategy analysis, creating a value proposition, segmenting the market, improving user experience, and integrating marketing messages. It recommends rethinking the traditional 4Ps of marketing by focusing on improving medical knowledge, digital health information, and online reputation through accessibility, value, and education. The strategy proposes a social media marketing campaign using a unique hashtag, tailored website content, and social media ads to engage physicians and patients. The goal is to create an online knowledge ecosystem and improve the patient-physician relationship through digital interactions.

1. Altibbi Physicians’ Outreach
Marketing Strategy
By Daniela Afonso
Endeavor Global I Jordan • Babson College F.W. Olin School of Business
August 6th, 2013

2. Agenda
• Market Research Structure
• Market Research Findings
• Market Strategy Analysis
• Creating a Value Proposition
• Rethinking the 4P’s
• Segmenting The Market
• Working on the Value Creation
• Improving the User Experience
• Integrating the Marketing Message
• Social Media Marketing Campaign
• Final Recommendations
• References

3. Rethinking the 4P’s
SOLUTION
Improve
Medical
Knowledge
Improve
Digital Health
Information
Develop Online
Reputation
ACCESS It’s Where The
Patients Are
It’s Where the
Hospitals Are
It’s Where the
Healthcare
Systems Are
VALUE
It Engages w/
Patients and
Peers
It’s Social.
Exposes to
Large
Audiences
It Improves the
Patient-
Physician
Relationship
EDUCATION
It Develops
Useful
Interactions w/
Peers
It Improves
Online Health
Information
It Creates a
Knowledge
Ecosystem
Instead of
PRODUCT
Instead of
PLACE
Instead of
PRICE
Instead of
PROMOTION
Source: Rethinking the 4P’s.pdf, Richard Ettenson, Eduardo Conrado, and Jonathan Knowles

4. Tailored Website
Content / Front End
Messages
Social Media
Campaign / Ads
Physician Community /
Knowledge Ecosystem
SMS Marketing
(WhatsApp)
SEO
PPC (FB , LinkedIn &
Adwords)
Sales Team Segmented
Message
Customer Service
Integrated Marketing Is Key For Success!
PHYSICIAN
Listen to customers,
their influencers and
other stakeholders
Define how your
organization will
meet or exceed
needs
Communicate a
resonant Promise
Deliver flawlessly on
the Promise
Reinforce the
promise and
deliver in all
communications &
interactions
Improve the user
experience through
dashboard, profile,

5. Campaign: Creating Unique Hash Tag
#ShareMedCare
Unique hash tag that will enable to create a digital archive of Altibbi’s
online postings throughout social media channels
Medical conversations are happening on Twitter, not Facebook. An
example of this is when we highlighted the #FOAMed movement — Free
Open Access to Medicine Education.
Mention #FOAMed hash tag on our twits to raise awareness about Altibbi
on Twitter medical conversations!
Source: http://www.kevinmd.com/blog/2013/06/medical-conversations-happening-twitter-facebook.html