marketing the medical practice extreme makeover:marketing edition

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marketing the medical practiceextreme
makeovermarketing edition
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extreme makeovermarketing edition
Todays Objectives

• Understand branding and its importance --
  especially in todays economy
• Understand how to activate your brand
• Create awareness for traditional and online
  strategies
• Understand how to buy media and evaluate plans
• Grill the experts

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extreme makeovermarketing edition
4 steps to a marketing makeover

• Step 1
• Start with the customer and the advertising will
  follow
• Research
• Discover touchpoints

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extreme makeovermarketing edition
4 steps to a marketing makeover

• Step 2
• Distill the brand
• What is your unique claim of distinction
• What is the core message

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extreme makeovermarketing edition
4 steps to a marketing makeover

• Step 3
• Activate the brand
• Write the communications plan
• Develop the campaign
• Consistent and relevant messages

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extreme makeovermarketing edition
4 steps to a marketing makeover

• Step 4
• Measure Success
• Use analytics
• Campaign goals should be measurable
• Market share
• Website traffic
• Phone traffic
• Customer traffic
• Behavior changes

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extreme makeovermarketing edition
Step 1

• Start with the consumer
• Know your target audience
• Primary
• Secondary
• Internal
• What are the motivators for each target

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extreme makeovermarketing edition
Step 2

• Distill your brand
• What is a brand?
• All the tangible and intangible assets in the
  minds of your consumers, employees and channel
  partners
• Your unique claim of distinction
• A promise that you make as a company to your
  customers

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extreme makeovermarketing edition
Step 2

• Why is branding important?
• Everyone deserves a brand -- its what sets you
  apart
• Without a brand, youre a commodity whose only
  differentiator is price
• It helps define your target audience -- you have
  to determine what the brand stands for, who the
  brand is for
• It helps customers see your service as the best
  solution for solving their unique problem or issue

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extreme makeovermarketing edition
Step 3

• Activate the brand
• Develop a Marketing Communications Plan
• Communication Goals (measurable)
• Increase traffic to location
• Increase website traffic
• Increase sales for specific service
• Your Target Audience
• Primary
• Secondary
• Internal
• Budget
• of sales
• Industry ad spending data (SIC-based)
• Competitive intelligence
• Objectives-based

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extreme makeovermarketing edition
Step 3

• Apply Tactics to Your Objectives
• Traditional Tactics
• TV
• Radio
• OOH
• Print
• Sales collateral
• Direct Marketing
• Evaluate based on your communication goals, the
  needs of your consumer, and your budget

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extreme makeovermarketing edition
Step 3

• Apply Tactics to your Objectives
• Online Tactics
• SEO
• Microsites
• Banner Ads
• Internet Pre-roll
• Social networking
• e-Newsletters
• PPC
• e-Mail Campaigns
• Behaviorally targeted ads

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extreme makeovermarketing edition
Step 3

• Adding Media into the Mix
• Key Considerations for a Media Plan
• Who is your competition
• Who is the primary decision maker and who is the
  buyer
• Why is your service purchased
• Is there seasonality
• What do want to accomplish with the media
  placement

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extreme makeovermarketing edition
Step 3

• Adding Media into the Mix
• Objectives Strategies for a Media Plan
• Media choices and considerations
• Target usage of various media(from research)
• Creative input/availability
• Traditional v. new media
• Cost comparisons
• Outside influencers
• Reach and Frequency

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extreme makeovermarketing edition
Step 4

• Measure Success
• Revisit communication goals
• What worked, what didnt

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extreme makeovermarketing edition
Review

• Marketing in tough economy puts you ahead of the
  curve when the economy turns
• Brand is what sets you apart from your
  competitors
• Know your target
• Comprehensive marketing plan is key
• Define measurable goals
• Follow your gut and your head to make good
  decisions
• Measure your success

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questions