armada summit specialty pharmacy marketing
Post on 22-Oct-2014
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Marketing Techniquesthat Accelerate your Specialty Pharmacy Brand
“I know half my marketing works, I just don't know which half”
– Most Marketers
Marketing that Works
DEFINE YOUR BRAND
31% of US consumers prefer to purchase certain products because of brand advertising.
– Lab42
Define your Brand
• Not sufficient to just be a “Specialty Pharmacy”
• Differentiate from the pack
• Create “brand equity”
• Create “sticky” customers and employees
MAKE IT EASY86% of consumers quit doing business with a company because of a bad customer experience.
- HelpScout
Make it Easy
• Make yourself easy to locate
• Explain your offering clearly
• Make the process of doing business with you easy
• No “phone-tree hell”
GIVE CUSTOMERS A VOICE
“Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong.”
– Donald Porter, VP of British Airways
Give Customers a Voice
• Give multiple tools for feedback
• Don’t try to “game” feedback
• Negative feedback is OK – if you use it correctly
• Reach out to each responder
PASS THE “BLINK TEST”98% of all visitors will not return to your website.
Pass the “Blink Test”
• Create a compelling Call to Action (CTA)
• Explain your business succinctly
• Be visually engaging / don’t overwhelm
• Connect with visitors
LEVERAGE CONTENT MARKETING
“Traditional marketing talks at
people. Content marketing talks with them.”
– Doug Kessler
Leverage Content Marketing
• Create content with the customer in mind
• Leverage multiple content formats
• Repurpose content across multiple channels
• Commit to the content generation workload
ENGAGE WITH VIDEO
Engage with Video
• Keep it short
• Find a “hook”
• Don’t make it about you, if you can help it
• Content is more important than production quality
INVEST IN MOBILE
By the end of 2013, there will be more mobile devices on Earth than people.
– CISCO
Invest in Mobile
• Not just ego-driven marketing
• Improve adherence rates
• Improve profit by lowering operational costs
• Doesn’t need to be a full app
BUILD PERSONAS / HYPER-TARGET
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
– Peter F. Drucker
Build Customer Personas / Hyper-Target
• Isolate each customer type and identify key traits
• Uncover where they spend their time
• Target key media outlets where there is top ROI
• No mass-market advertising
Marketing thatDoesn’t Work
Banner Ads
You’re more likely to survive a plane crash than click a banner ad.
– Solve Media
PURCHASING EMAIL DATABASES
There’s no such thing as a good email list that’s for sale.
QR CODES“Simply open your phone’s browser and download the free app at gettag.mobi then follow the directions to scan or snap this tag to see the features.”
PHARMACY “JARGON”“If you can’t explain it to a six-year-old, you don’t understand it yourself.”
– Albert Einstein
In Summary
Stay Connected
Todd Speranzo, MBAVice President, Marketing
linkedin.com/toddsperanzo [email protected]