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Building Winning Strategies for Successful Marketing in Healthcare
Building Winning Strategies for Successful Marketing in Healthcare Whether you are in Healthcare Marketing, Medical Device Sales, DME, Pharmaceutical Sales or Patient Referral Development, this article is designed to help the all level marketers develop a successful strategy to gain access into the competitive healthcare marketplace and to build this access into a solid and rewarding relationship with the healthcare customers. Process Market Territory Analysis First, learn about the market place. Has your organization had someone in this area before and how did they do? Is the customer base an established one or is it tentative? Have there been problems left unresolved and untended with certain clients? Has your organization had a consistent presence in this marketplace or has it been an intermittent hit and miss presence? Summarize your analysis in a report paying particular attention to any problems revealed in the analysis. Target Clients Compose a list of your target customers and clients. Find out who owns them. Are they a network? Identify the senior managers and your target managers as well as other marketing targets within the client site. Make a master list of their names and practice learning them. Meet your target managers and other personnel, introduce your self. Discover how they feel about your company and note any issues or needs. Begin to build a good relationship with your marketing targets and as this develops you can use this relationship to find out how they feel about your company, have there issues and find out what they think about your competition. Evaluate the Competition Discover who your competition is, where they operate from, their strong points and practices that your client likes and also their limitations or areas and services that your clients perceive as problems with your competition. You don’t have to specifically ask them for this information. As you establish a good working relationship with your customer, you will naturally discover many of these things just by listening a paying attention. You can ask your customer if they have had issues with other competitor service providers that you should be aware of and ask them to elaborate on the issues. These will be your competitor’s collective weak points and limitations. Generate Talking Facts for Your Sales and Marketing Presentation These are your strengths, the great things about your company. These points should be facts that are verifiable and well defined and not built on some nebulous comments and rumored information. Use statistics. If your are a long term care hospital, factual data like the number of patients you discharge back to their home and lifestyles is an important talking fact. These points are also brag facts. If you identified weaknesses in your evaluation of your competition’s abilities, attempt to become strong or stronger in these areas and market your abilities against your competitions weakness. This can be done without going negative. An example; your competitor is a hospital with a 7-14 day waiting list for admission. You can market against this weakness by making your company’s ability to give an answer for admission in ½ day with admission to follow as soon as the client is ready to send the patient. Make a list of all your strengths and positive points. This list should be distributed to all your company’s marketing force. Polish your Presentation These points that are generated in your Talking Facts should be practiced and learned until they are in everyone’s ability to recall and recite by memory in a way that is polished, smooth and persuasive and become second nature to the market force. You will then move beyond the nebulous unsubstantiated sales points to strong, validated and documented facts about your company that will embolden your presentation and convince your customer that you know what you are talking about and that your organization is the best choice for their organization. Prepare a Specific and Persuasive Response to Objections Now, you should anticipate any possible objections to your client’s choice to use your services. Information regarding possible objections may be gathered from thinking through possible and known scenarios that may occur and from discoveries made regarding your customers comments about what they thought of your company to any negative occurrences they experienced with your competitors. Become a Consistent, Regular and Serious Marketer. Now, you are armed with the information obtained from a careful analysis and you have strategic planning regarding who you should market and how to make a polished presentation of your company’s services to include the Talking Facts. You are ready to go get the business. But, you have to become a regular, consistent and persistent market force. If you show up only occasionally and at unpredictable intervals, the customer will probably perceive that you are not a seriously interested in getting their business because you are not asking for the business. You have to ask for what you want from the customer and convince or Sale the customer on the fact that you want their business and that your company is the best choice they can make for their organization. You can make it happen. Ray Vaughn HealthCare Marketing Specialist Developing Successful Marketing Strategies for HealthCare
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