marketing the medical practice extreme makeover marketing edition l.
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marketing the medical practice extreme makeover:marketing edition 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

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slide2

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
slide3

extreme makeover:marketing edition

4 steps to a marketing makeover

Step 1

  • Start with the customer and the advertising will follow
    • Research
    • Discover touchpoints
slide4

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
slide5

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
slide6

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
slide7

extreme makeover:marketing edition

Step 1

Start with the consumer

  • Know your target audience
    • Primary
    • Secondary
    • Internal
    • What are the motivators for each target
slide8

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
slide9

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
slide10

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
slide11

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
slide12

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
slide13

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
slide14

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
slide15

extreme makeover:marketing edition

Step 4

Measure Success

  • Revisit communication goals
  • What worked, what didn’t
slide16

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