☞ click slideshare to see how elements of the marketing plan work together to deliver results
TRANSCRIPT
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Marketing @ BulletinHealthcare Strategy and tactics that “moved the needle”
Jim McDonough
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It all starts with the Marketing Plan – the blueprint for marketing strategy & tactics
The strategy: • Increase awareness, generate
new leads, and retain current clients
• Expand the offering• Ensure customer satisfaction
The tactics: see inside ->
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But first - a new positioning statement was crafted as well
as a new logo, tagline and brand colors…
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Kantar data was used for targeting while Salesforce.com was used to track pipeline progress and KPIs.
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Actually – the combination of Salesforce and HubSpot software allowed for tracking of sales and individual marketing tactic performance.
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The new website was created. With SEO, it is the cornerstone of inbound marketing efforts.
A company page was also developed for LinkedIn and Facebook.
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Superior content (articles) were written to generate awareness and thought leadership.
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While White Papers Jim authored provided even more in the way of “thought leadership”.
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Being a leader in the “Value Beyond the Pill” movement opened a new
market. The platform delivered digital brand assets of value to
target MDs and their patients.
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Outbound Marketing plays a key role – print and digital ads communicated the value prop in a succinct & compelling way.
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The digital campaigns helped generate awareness, engage- ment and lead gen.
And with digital, its all about the data!
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…and A-B testing via HubSpot allowed for message and imagery optimization.
Targeted eMail campaigns – some using video – was effective.
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The innovative “fast draw” video brochure certainly garnered attention – opening up many a prospect’s mind to the benefits of the product…
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…While specialty “personalized” communications like this one allowed us to tell the story in a highly targeted and stylized way.
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And in conclusion, PM360 awarded the firm “Most Innovative Company” of 2012 – a testament to the value of and uniqueness of the product.