gunters concise-marketing-training-20-charts
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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 1
Gunter's Concise Marketing Training
Succeeding with Know-how:Making Marketing Work For You
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 2
Strategic Triangle
Customer
AdvantageCompany Competitors
Market
Basics Pharma
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How can we meet market needs?=How can we solve our customers' problems better and/or faster than our competitors?
Market Orientation
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Prescription for Success
It's not important how muchyou know, but how muchyou actually implement
Knowing Going…
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Transparent, coherent process with a series of standardized stepsin a logical sequence
Facilitating a consistent approach
Modules
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• Blueprint• Checklist• Recipe• Idea Catalyst kit
Can Serve You As
Peak Performance
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Framework: Goals, Time, MarketsAnalysis: Identify target group Unmet need: Understand the prospect's problemPositioning: Develop a powerful messageModes of expression: Address all senses Check: Test draft, adapt to feedback, test again Channels: Find effective communication routesSuccess Criteria: Define performance indicatorsNames: Collect and store customer contact data
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Success in the Market
Win and keepcustomers
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Results: Business OutcomeFramework: Goals
● Market share● Revenue ("Sales")● Cash flow ("Profit)"- Time Period- Markets- Resources
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Framework: Goals, Time, MarketsAnalysis: Identify market and target group Unmet need: Understand the prospect's problemPositioning: Develop a powerful messageModes of expression: Address all senses Check: Test draft, adapt to feedback, test again Channels: Find effective communication routesSuccess Criteria: Define performance indicatorsNames: Collect and store customer contact data
●
© Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 11
Those few things that must go well to ensure success and therefore deserve special attention.
Note:Different from desired outcome orKPIs of a project
Critical Success Factors (CFS)
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It's Not the Big That Eat the Small..It's the Fast That Eat the Slow:How to Use Speed as a Competitive Tool in Business by Jason Jennings and Laurence Haughton
Speed and Agility
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Targeting
Stakeholder-Mapping
Select relevant groups
Key customers
CRM
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TargetingCommon mistake:Focusing on the wrong target group and chasing poor prospects
Do your home work"Pre-Qualification"
Visit the right people
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The will to prepare to win is more important than the will to win
Do research
Prepare
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Are you on target or off-track?
Focus
Whom do youwant to convince?
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 17
Framework: Goals, Time, MarketsAnalysis: Identify target group Unmet need: Understand the prospect's problemPositioning: Develop a powerful messageModes of expression: Address all senses Check: Test draft, adapt to feedback, test again Channels: Find effective communication routesSuccess Criteria: Define performance indicatorsNames: Collect and store customer contact data
●
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18
The Prospect's Problems
The customer is not doing business with you because of your company's reasons but because of his own reasons
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Burning Problems or "Paint Points"
Think Unmet Needs
Discover the customer'sreal reasons
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Even you will not know until you spread your wings
Rise to New Heights
No one can predict to what heights you can soar
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