MTIC kursus International markedsføring & salg i medico-branchen III
The digital immigrants must learn the language of the new world from the digital natives
Morgan Stanley: The mobile internet report, December 15, 2009 http://www.morganstanley.com/institutional/techresearch/pdfs/overview_and_setup.pdf
Ugeskrift for Læger 16. maj 2011
Marketing mix - de 7 P er Product Price Promotion Place People, Process, Physical evidence
Program del 3 Salgs- og markedsføringsplanen 13.00 Velkommen og introduktion til dagens program 13.15 Promotion 14.30 Pause 14.45 Product, Price, (Place), People, Process, Physical evidence 15.30 Diskussion af nye muligheder 16.00 På gensyn
Promotion Sales promotion Sales force Paid/Owned/Earned media Measuring effect of marketing Working with an agency
THEN the funnel metaphor Edelman, Harvard Business Review, December 2010
NOW the Consumer Decision Journey Edelman, Harvard Business Review, December 2010
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
The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
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
Sales funnel Account prospecting Account qualifying Account prospecting Account qualifying Pitching Closing Pitching Closing Pricing Contract Pricing Contract
Sell, sell, sell
Media characteristica Paid media Classic advertising: TV, print, radio, outdoor Owned media Website, packaging Earned media Social media: Facebook, Twitter, LinkedIn, blogs, wikis, etc.
Search Engine Optimization (SEO) Search words Links from other websites 200 words minimum texts
Reputation management
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
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 46-47 %* 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 2011 http://socialsemantic.eu/#download
Social media factbook, EU-DK 2011 http://socialsemantic.eu/#download
5 MINUTTERS PAUSE
Measuring marketing effect If you don t measure it, you havn t done it
Measuring marketing effect Sales development Customer statistics: awareness, brand loyalty Media statistics: CPT, reach, coverage, OTS Digital media: click rates
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
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
Agencies
Agencies Full Service Web agencies Networks
www.strupkommunikation.dk
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 1200 2000 per hour Junior staff: DKK 500 1000 per hour
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
Service/product variety Quality Design Features Brand name Packaging Sizes Warranties Returns Product
Price List price Discounts Allowances Payment period Credit terms
Price Cost Margin manufacturer Margin sales channel
Price MSRP Manufacturer Suggested Retail Price = 100% Manufacturer Service Inventory Promotion Sales channel Potential discount for sales channel
Factors leading to less price sensitivity
Place Global channels Coverage Assortments Locations Inventory Transport
People Participants Staff Customers to customers Co-creation
Process Service blueprint Process design Self-service technologies Online service provision
Physical evidence Service environment Sound Sight Smell Taste Touch
Discussion How can your organisation leverage what you learned today?