stranger in a strange land how to market yourself in a new community francisco arredondo, md mph...
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Stranger in a Strange Land
How to Market Yourself in a New CommunityFrancisco Arredondo, MD MPH
C.E.O. Chief Experience Officer
The basics
--Understanding is one thing and action is another. You can spend years of
understanding your fear of water and still never walk to the edge of the pool and
jump in.—
Barbara Sher
The basics
Liars
Lazy ≠ Hard working≠ Honesty
Who are your customers?
Prosumers
Participative consumers are invited to shape and co-produce the nature of the business
offer
Tina MermiriResearch manager, arts and businesses
“Beyond experience, culture and consumer: The transformation economy”
Customers
Health Care
Providers
Aspirant Parents
Insurance Companie
sEmployers
OBGYNs Urologist
Primary Care
Acupuncturists
Endocrinologist
Oncologist
Customers
Health Care
Providers
Aspirant Parents
Insurance Companie
sEmployers
>10 yrs of graduatio
n
<10 yrs of graduatio
n
Customers
Health Care
Providers
Aspirant Parents
Insurance Companie
sEmployers
RPLDecreased
Ovarian Response
Endo
Specific language LGBT
PCOS Tubal reversal
Fertility Preservati
on
Co-Opetition = Game TheoryCooperation: Creates
Value San Francis Assisi
Cooperate without being a saint
You don’t have to blow the other fellow’s light to let your own shine.
-Bernard Baruch
Competition: Captures Value Attila the Hun
Compete without destroying the opposition
Is Not enough to succeed. Others must fail.
-Gore Vidal
What game is being played?Questions to ask yourself are:
Who are the key players?duopoly game; oligopoly game; etc…
What options are open to the players?pricing game; advertising game; etc.
What goals are the players pursuingmarket share? profits?..
Are goals complementary or conflicting?issues the players agree on, sources of conflict, etc..
What is the time structure of the game?one shot, repeated, simultaneous, sequential, etc..What is the information structure of the game?
information as a source of bargaining strength
Players in Company Value Net
CUSTOMERS(Aspirant Parents)
COMPLEMENTOR
(Acupunturist, financing,
pharmacies,pharmaceuticals)
SUPPLIERS(GE,equipmen
t,culture media, EMR,
etc)
Alternativ
e
supplie
rs for
custo
mers
Additional
suppliers for your
customers
Alternative buyers
for your suppliersAdd
ition
al b
uyer
s
for y
our s
uppl
iers
COMPETITION
COLLABORATION
Transactions(sales)
Transactionpurchases)
Co-OpetitionA player is a competitor if customers value your product less when they have the other player’s
product than when they have your product alone.Pepsi vs. Coke
A player is a complementor if customers value your product more when they have the other player’s product than when they have your product alone.
Bacardi and Coke
Co-Opetition
Cooperation: Creates Value
San Francis Assisi
Cooperate without being a saint
Is Not enough to succeed. Others must fail.
-Gore Vidal
Competition: Captures Value
Attila the Hun
Compete without destroying the opposition
You don’t have to blow the other fellow’s light to let your own shine.
-Bernard BaruchGame Theory
What game is being played?
Questions to ask yourself are:Who are the key players?
duopoly game; oligopoly game; etc…What options are open to the players?
pricing game; advertising game; etc.What goals are the players pursuing
market share? profits?..Are goals complementary or conflicting?
issues the players agree on, sources of conflict, etc..
What is the time structure of the game?one shot, repeated, simultaneous, sequential,
etc..What is the information structure of the game?
information as a source of bargaining strength
Choose a Business Value DisciplineOperational Excellence: Provide the customer with reliable products or services at competitive prices.
Product Leadership: Provide products that continually redefine the stat of the art. Constant Innovation.
Customer Intimacy: Selling the customer a total solution, providing and outstanding customized offer
Price
Pregnancy Rate
Fertility Experience
M. Treacy and F. Wierserma The Discipline of Market Leaders 1995
Be Remarkable
Be Remarkable• You can be cautious or be
creative…But cautious creative is an oxymoron
• Advertising is the cost of being boring
• Safe is risky
Seth Godin: Purple Cow
Be Remarkable
Seth Godin: Purple Cow
Be Remarkable
Seth Godin: Purple Cow
Be Remarkable• Business Cards:
– Picture– QR codes– Unusual material– Piece of converstaion
Seth Godin: Purple Cow
Marketing is about help not hype
--The easiest way to get what you want is to help others get what they want.—
-Deepak ChopraThis applies to ALL players
in company value net!
Players in Company Value Net
CUSTOMERS(Aspirant Parents)
COMPLEMENTOR
(Acupunturist, financing,
pharmacies,pharmaceuticals)
SUPPLIERS(GE,equipmen
t,culture media, EMR,
etc)
Alternativ
e
supplie
rs for
custo
mers
Additional
suppliers for your
customers
Alternative buyers
for your suppliersAdd
ition
al b
uyer
s
for y
our s
uppl
iers
COMPETITION
COLLABORATION
Transactions(sales)
Transactionpurchases)
Marketing is about help not hype
"If you sell something; you make a customer today; if you help someone, you make a customer for life."
Marketing is about help not hype
Sit or squat Stain remover
Marketing is about help not hype
• Give your cell phone….BE AVAILABLE• Offer curbside assistance at anytime• Teach them how to do clomid + IUI• Teach them how to do SA• Do you have a skill they want to learn
OBGYNs
Marketing is about help not hype
• You have bargain chips20 % of you patients do not have
an OBGYN
OBGYNs
Marketing is about help not hype
• Give your CV and cell phone number to all TV and Newspaper journalists
OBGYNs
Ask for referrals and positive reviews
Do it intelligently and with class
Scientifically Validated Ethical PersuasionEthical persuasion seeks to achieve
the following three goals:
1. Explore the other person's viewpoint
2. Explain your viewpoint 3. Create resolutions
An ethical persuasive speech must have all of the following components:
A.Truthfulness of the message B. Authenticity of the persuader C. Respect for the audience D. Equity of the persuasive appeal
1. Reciprocity2. Scarcity3. Consistency and commitment4. Authority 5. Likeability6. Consensus (Social Proof)
Scientifically Validated Ethical Persuasion
Reciprocity: count on payback• Be the first to give (OB new
patients)• Personalized if possible• Unexpected
Scientifically Validated Ethical Persuasion
Scarcity: Be a rare find• The Benefits of what you offer +• What is Unique about your
proposition +• What the stand to Lose if they don’t
use you
Scientifically Validated Ethical Persuasion
Authority:• Are you an expert on something?• Expert Introduction by a teammate.
(Real State Example)
Scientifically Validated Ethical Persuasion
Consistency and commitment:
• Look and ask for commitments that can be made
(Second Option Referral Example)
• 20% reduction on missed appointments example.
Scientifically Validated Ethical Persuasion
Liking:• People similar to us• People who pay us (genuine)
compliments.• People who cooperate with us to
mutual goals
Scientifically Validated Ethical Persuasion
Consensus: social proof• People look at behaviors of others
to determine their own
Scientifically Validated Ethical Persuasion
Passion as Marketing
No passion, no conversation. No conversation, no word of mouth.No word of mouth, no successful business.
Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth
Marketing-Phillips, Cordell, Church and Moore
Passion
“When I hear a man preach, I like to see him act as if he were fighting bees”
-Abraham Lincoln
“It’s more important that you be passionate about what you do all
day than it is to be passionate about the product that is being sold.”
- Seth Godin
Passion as Marketing
•Become familiar•Tell some secrets•We are not in the marketing
business, we are in the peoples business
Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth
Marketing-Phillips, Cordell, Church and Moore
IS ABOUT
THE
PEOPLE,
STUPID!
Word of Mouth Channels
The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace
Keller and Fay 2013
76
2
3
314
2
Mode of Conversations
Face to FaceSocial MediaEmailInstant/Txt MsgPhone Other
Word of Mouth Channels
The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace Keller and Fay 2013
The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace
Keller and Fay 2013
True Wine Story
• One is not enough
• Once is not enough
Specific Pearls to Make People Talk About You
• Be Available!....give your cell phone #
• Refer surgeries to OBGYNs
• Do NOT do pap smears
• Get OBGYNs phone numbers and email
• Get OBGYNs birthdays
Specific Pearls to Make People Talk About You
• Welcome letters to new OBGYNs and primary cares to the community
• Mingle in the OR lounge
• Read about people, measure your medical reading
• Dress well and keep your office clean
Specific Pearls to Make People Talk About You
• Get your team to market for you
• Read about people, measure your medical reading
• Dress well and keep your office clean
• Have office hours in the evenings or saturdays
Specific Pearls to Make People Talk About You
• Give your name to all the TV reporters
• Download all the OBGYNs in your area from ACOG and visit them.
• Build Relationships with OBGYN residents. They are your future referrals
" The master of the art of living makes little distinction between his work and his play, his work and his leisure, his love and his religion. He simply pursues his vision of excellence in whatever he does, leaving others to decide whether he is working or playing. To him, he is always doing both“
-Lao Tzu
Passion as Marketing
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