marketing the medical practice extreme makeover:marketing edition

1. marketing the medical practiceextreme makeover:marketing edition

2. extreme makeover:marketing edition Today’s Objectives • Understand branding and it’s importance -- especially in today’s 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

3. extreme makeover:marketing edition 4 steps to a marketing makeover Step 1 • Start with the customer and the advertising will follow • Research • Discover touchpoints

4. extreme makeover:marketing edition 4 steps to a marketing makeover Step 2 • Distill the brand • What is your “unique claim of distinction” • What is the core message

5. extreme makeover:marketing edition 4 steps to a marketing makeover Step 3 • Activate the brand • Write the communications plan • Develop the campaign • Consistent and relevant messages

6. extreme makeover:marketing 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

7. extreme makeover:marketing edition Step 1 Start with the consumer • Know your target audience • Primary • Secondary • Internal • What are the motivators for each target

8. extreme makeover:marketing 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

9. extreme makeover:marketing edition Step 2 Why is branding important? • Everyone deserves a brand -- it’s what sets you apart • Without a brand, you’re 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

10. extreme makeover:marketing 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

11. extreme makeover:marketing 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

12. extreme makeover:marketing 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

13. extreme makeover:marketing 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

14. extreme makeover:marketing 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

15. extreme makeover:marketing edition Step 4 Measure Success • Revisit communication goals • What worked, what didn’t

16. extreme makeover:marketing 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

17. questions