MTIC kursus. International markedsføring & salg i medico-branchen III

Transcription

1 MTIC kursus International markedsføring & salg i medico-branchen III

2 The digital immigrants must learn the language of the new world from the digital natives

3 Morgan Stanley: The mobile internet report, December 15,

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5 Ugeskrift for Læger 16. maj 2011

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7 Marketing mix - de 7 P er Product Price Promotion Place People, Process, Physical evidence

8 Program del 3 Salgs- og markedsføringsplanen Velkommen og introduktion til dagens program Promotion Pause Product, Price, (Place), People, Process, Physical evidence Diskussion af nye muligheder På gensyn

9 Promotion Sales promotion Sales force Paid/Owned/Earned media Measuring effect of marketing Working with an agency

10 THEN the funnel metaphor Edelman, Harvard Business Review, December 2010

11 NOW the Consumer Decision Journey Edelman, Harvard Business Review, December 2010

12 Stakeholder Map Flow of Money / Cycle of Care Governmt. Officials/ Legislators Patients Patients Advocacy Groups Public Payers Physicians Private Payers Medical Need Prof. Association Facility Trade Groups Health Care Facility MedTech Staff Nurse Practitioners

13 The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers

14 The Sales Process Account Prospecting Account Qualifying Pitching Closing Pricing Contract Provide Training Account Management Lead Generation Match Making The Art of Selling Negotiation Fulfillment Development Retention Marketing Activities Receptiveness Addressing Specific Needs Financial Selling Expand Relationship Develop Relationships Cold Canvas Map Buying Organisation/ Proces Product Featurer Benefit The Fine Print Build Acceptance Build Reference Center Public Tender Budgets Competitors Documentation Train The Trainer New Product Ideas

15 Sales funnel Account prospecting Account qualifying Account prospecting Account qualifying Pitching Closing Pitching Closing Pricing Contract Pricing Contract

16 Sell, sell, sell

17 Media characteristica Paid media Classic advertising: TV, print, radio, outdoor Owned media Website, packaging Earned media Social media: Facebook, Twitter, LinkedIn, blogs, wikis, etc.

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19 Search Engine Optimization (SEO) Search words Links from other websites 200 words minimum texts

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23 Reputation management

24 Social media Dialogue Most companies have cottoned on to social media as tools for engagement and collaboration () More important for most companies, however, is that through social media they can gain rich, unmediated customer insights, faster than ever before Barwise and Meehan, HBR December 2010 Today, anyone armed with a hundred dollar digital camera and a connection to the Internet is a potential Spielberg or Riefenstahl Bullets and Blogs, HBR December 2010 Twitter is no more than a sound bite. Facebook can be an article. The website is fo in-depth detail. They all need to signpost each other Barwise and Meehan, HBR December 2010

25 Social media Virksomhedernes største udfordringer er mangel på kompetencer til at løfte opgaven og manglende forståelse for det forretningsmæssige potentiale 51 %* angiver, at det er et problem at vise håndgribelig værdi af investeringer i sociale medier %* holdes tilbage af manglende forståelse i organisationen og af manglende kompetencer inden for sociale medier 56 % angiver at det er manglende tid, der er forhindringen 23 % angiver økonomi som en udfordring 93 % angiver at investere mere i området inden for de næste 1-2 år I dag arbejder de fleste eksperimentelt med sociale medier, hvor enkelte arbejder med udvalgte projekter og små eller ingen budgetter. Det er i dag kun 27 %*, der har en egentlig strategi for området. Social media factbook, EU-DK

26 Social media factbook, EU-DK

27 5 MINUTTERS PAUSE

28 Measuring marketing effect If you don t measure it, you havn t done it

29 Measuring marketing effect Sales development Customer statistics: awareness, brand loyalty Media statistics: CPT, reach, coverage, OTS Digital media: click rates

30 Measuring marketing effect Issues Not possible to compare traditional media with digital media: comparing appels with organges In many organisations, the working with traditional media (marketing department) is seperated with digital/social media (traniee) Cost of measuring

31 Measuring marketing effect Establish own standards Increase in sales Increased traffic on website Increased no of calls/meetings Increased comments on company blog Increased number of customer communities Assign own values: e.g. from an exibition Saved travel cost of meeting existing customers/distributors; saved advertising cost because of potential new customers visiting booth

32 Agencies

33 Agencies Full Service Web agencies Networks

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37 Agency cost Types of cost Project management Creative work Text Print, Insertion Payment per hour/month Payment per task/item (e.g. brochure, website) Prices (2008 level) Senior staff: DKK per hour Junior staff: DKK per hour

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39 The Creative Brief Positioning statement Key message Target market Objectives Key brand benefits Brand promise Evidence of promise Media mix Creative considerations Tone of voice Use of colours, elements

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41 Service/product variety Quality Design Features Brand name Packaging Sizes Warranties Returns Product

42 Price List price Discounts Allowances Payment period Credit terms

43 Price Cost Margin manufacturer Margin sales channel

44 Price MSRP Manufacturer Suggested Retail Price = 100% Manufacturer Service Inventory Promotion Sales channel Potential discount for sales channel

45 Factors leading to less price sensitivity

46 Place Global channels Coverage Assortments Locations Inventory Transport

47 People Participants Staff Customers to customers Co-creation

48 Process Service blueprint Process design Self-service technologies Online service provision

49 Physical evidence Service environment Sound Sight Smell Taste Touch

50 Discussion How can your organisation leverage what you learned today?