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Y our lab’s marketing arm Is it serious? Cortex User Group Meeting Dallas – 2014

Y our lab’s marketing arm Is it serious? Cortex User Group Meeting Dallas – 2014. Todd “Putting my footrest down” Stabelfeldt 206-794-1524 Todd@SolutionsByC4.com. So, I’m complaining to my wife about not finding a lab’s info online…she says “do something about it.”. Our Agenda.

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Y our lab’s marketing arm Is it serious? Cortex User Group Meeting Dallas – 2014

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  1. Your lab’s marketing arm • Is it serious? • Cortex User Group Meeting • Dallas – 2014

  2. Todd “Putting my footrest down” Stabelfeldt206-794-1524 Todd@SolutionsByC4.com So, I’m complaining to my wife about not finding a lab’s info online…she says “do something about it.”

  3. Our Agenda • My observations • Some strengths I’ve seen • Weaknesses of many • Improvements that can be made • Some ways to approach it

  4. My Observations • I hear it all the time: “The customer didn’t know we could even do that for them.” • So, I look it up online…do I find any sign? • For the most part, there is trouble in matching up what labs can do with what they say they can do

  5. Strengths of Some • A defined Marketing / Sales team • Management oversight but not interference • Machine to Human – relationship building • i.e. Hematopathology is a service and a person represents it

  6. Weaknesses of Many • Setting a marketing goal for the year…are you kidding me? • Matching the goal with best strategy and tactics • Budgeting for those tactics so they’re not “optional” • Web / social media presence up to speed or even exist? • Current sales material hold water? • Need to attend a helpful awareness / strategy event?

  7. Improvements to Make • Assign quarterly goals to a specific manager • Map these to the annual main goal • Support with budget & resources: • Web / social media design and development • Collateral sheet content refresh writing / design • PR / event attendance / other outreach • Ensure teams (Management, Sales, Marketing, & IT) are aligned

  8. Way to Approach It • Organization structure? • Set up to support marketing too…not just sales? • Need to make some changes, make specific assignment? • Get the right person on the job and let them work • Set them up for success: • Executive support of achieving marketing goals • Budgets dedicated and funding supported • Build internal team support to get behind it all

  9. Questions?

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