Health Care Marketing Series – Marketing Effectiveness and Efficiency – Warheads and Missiles

We have previously discussed the research needed to create a marketing strategy that identifies a target demographic. The purpose of this research is to allow us to compare our relative strengths and weaknesses verses our direct competitors strength and weaknesses within the marketplace. Once our relative position in the competitive marketplace has been researched, a strategy that pits our strength against our competitor’s weaknesses can be formulated. This process is called marketing strategy.

Part of the marketing strategy is to formulate headlines and ad copy based on our relative position in the marketplace. We want our marketing to highlight our relative strengths against the relative weakness of our direct competition. All of this positioning must be crafted within the context of the solution to a specific problem that exists in a coveted demographic within our marketplace. The ultimate goal is to create a perception within the collective minds of our demographic that we have the best answer to solve their specific problem. This well researched, well crafted message is our marketing warhead.

The more congruent our message is with the wants and desires of our coveted market demographic, the bigger bang we will receive from our marketing efforts. This “bang” is measured as our response rate. This process of marketing strategy sends us into battle (contention for potential patients) under advantageous conditions. The process we have just described is the definition of marketing strategy. The better the marketing strategy, more effective the headline and ad copy. Notice that we stated the better the strategy the more effective the headline and copy will be. We didn’t say the more effective the marketing campaign will be. This is because there is one more major consideration that helps to determine how effective or ineffective a marketing campaign will be. The other piece of the puzzle is your delivery systems.

If the strategy and the headlines and ad copy are the warhead of your marketing campaigns, the next step in successful marketing is the missile or delivery system.

The variables for marketing success are the quality of your research, the art and science of your strategy development, the alignment of your headline and ad copy with your marketing strategy and finally the efficiency and cost effectiveness of your delivery systems.

You can have a nuclear warhead when it comes to knowledgeable strategy, headline and ad copy, but will obtain mediocre results if you choose a weak delivery system. Conversely you may have the best most effective delivery system and obtain marginal marketing results if your strategy, headline and copy are weak.

Optimizing all three components and constantly testing and perfecting these aspects of your marketing campaign is the key to effective, efficient and profitable marketing that produces a handsome return on investment.

We have discussed the intricacies of developing marketing strategy in another paper. The marketing metrics required to evaluate the return on investment (which is another way to say the marketing efficiency) has been discussed in a previous paper. This paper will integrate marketing strategy and research with marketing metrics to create a framework with which to evaluate marketing delivery systems. This process is a real world method for first determining and then improving both marketing effectiveness and marketing efficiency.

Before we can evaluate our marketing effectiveness and efficiency we must first define marketing effectiveness and efficacy.

Marketing effectiveness is how well a campaign or the action steps within a campaign’s execution produce a favorable response. What is a favorable response and how do we know if we got one? Well despite what marketing aficionados might tell you, marketing execution can be measured. There are several tangible measurements that matter and they are new (or repeat) business depending on your strategy, revenue increase and profit

Your marketing strategy can be judged to be effective if 1. It produces new business, 2. It increases revenues and 3. It increases profit.

It has nothing to do with image, branding, awareness or intangible returns.

In the context of marketing a professional practice, new business would be “kept” new patient appointments. Revenue is the gross collections increase from previous months and profits means your return on investments, also expresses as increased revenue minus the cost of your marketing effort.

By themselves these measures can give you a good handle on the effectiveness or not of your marketing execution. The next step is to eliminate marketing action steps that are not effective and to optimize those marketing activities that are proven to be effective. Once marketing effectiveness and marketing efficiency are optimized you merely repeat the most effective and efficient action steps. Again and again.

This process is impossible without marketing metrics and return on investment measurement. In fact according to the Harvard Business School no marketing action plan is complete without steps to measure and evaluate the implementation of a campaign. (1)

(1) Harvard Business Essentials

Marketer’s Toolkit

Harvard Business School Press 2006

Let’s look at an example at how all this works. Let’s compare giveaway coffee mugs with a full color print on demand booklet. Online print on demand printers can produce a 6.5 x 9 inch full color saddle stitch booklet at a cost of $6.50 per unit. Let’s compare this against a custom imprinted coffee mug, available for an average cost for mugs of about $1.50

At first glance the mugs seem like a much better marketing investment.

But are they? Let’s say our coveted marketing demographic is women ages 35 to 55 and we have found through are research that this market segment has a health problem: menopause or perimenopause.

First let’s look at headline opportunities.

With the coffee mug you are severely limited by space. You’ll need to try to create a slick trendy and catchy headline. Something like:

“Got Hormones?”

There is not much room on a mug to do much else. What are our options with the print on demand booklet? With the booklet, space constraints are not an issue.

Here are several options:

- “A doctor’s guide to choosing the best treatment options for your perimenopausal symptoms”
- “Tired all the time, irritable, depressed, gaining weight? These are symptoms of perimenopause” “Learn about modern treatment options.”
- “What every women should know about perimenopause and how she can feel good again.”

Really with the space the booklet provides the headline can be extremely specific. You can use subtitles and even an excerpt from the content on the cover. So in terms of our warhead, which one do you think produces a bigger bang?

“Got Hormones?” or “Tired all the time, irritable, depressed, gaining weight? These are symptoms of pre menopause” “Learn about modern treatment options.”

With the coffee cup the story ends here. Because of space restrictions you can’t really get much more detailed. You might put your name on the mug, but you would be hard pressed to add much more information. The catchy headline “Got Hormones?” hopefully will start conversations about you and your services. The downside of this is obvious however. If you give your coffee cups to a patient or the owner of a trendy salon and if one of her customers sees the mug and asks the proprietor about hormone replacement, what are the odds that layperson can represent you and your services in a dramatic, appealing and informative way? Patients rarely remember to take their medications yet alone the reasons why they should and all available options you discussed with them.

In other words, the coffee cup doesn’t allow you to give enough information to sell your service to a prospect. It relies on third party information. The coffee cup hits a dead end rather quickly.

So in terms of a marketing warhead the coffee cup is more fizzle than bang. There is simply not enough space on the cup to allow you to create a headline that is in alignment with your target markets’ problem, yet alone enough space to educate her on how you have the solution to that problem. In other words, there is no way, using a coffee cup, to position you and your service in the mind of a prospective patient. Unless of course you sell coffee.

In terms of effectiveness, the coffee cup while seemingly relatively inexpensive is of dubious effectiveness. It doesn’t matter how cheep the mugs are, if they are not effective they are expensive.

Let’s go back to our full color booklet.

It’s full color so you can use appealing photos and graphics. There is plenty of room on the cover to place a well thought out headline that will stimulate your target to read the copy. Then there is the copy. With 15 pages you have plenty of time and space to sell yourself as the answer to your prospect’s problem.

You should always include a section that details your education and experience. This has been termed your unique selling proposition (USP) or your exceptional value statement (EVS). It is your chance to toot your own horn and you should toot it loudly. The purpose of the EVS is to position you in the prospect’s mind as the “go to” doctor. Your EVS must be powerful enough to motivate the prospective patient to drive by hundreds of other doctors on the way to your office. So spend some time on it and if you don’t feel comfortable talking about yourself, have someone read your CV and write your exceptional value statement for you.

Next let’s consider the body of your ad copy. This is where your research and marketing strategy comes into play. In your booklet you are going to list the basic approach of all your competitors. This may seem counter intuitive but remember you will be highlighting their weaknesses as you go. You are going to offer up alternatives to your own treatment approach, but frame them in a way that showcases their (your direct competitor’s) specific weaknesses. You slowly introduce your answer to the prospect’s problems. If your copy writer is talented, he or she should be able to bring the prospect along so by the end of your information booklet, the only logical conclusion for the reader is that you have the best answer to their problem. Never bash your competition, only frame your comparison highlighting the strengths of your approach compared with the relative weaknesses of your competition.

This shouldn’t be too difficult if you have developed marketing strategy as we discussed in previous papers.

Now within the booklet you should always include multiple ways for your readers to respond. Of course your office address and phone number, but also your web address and email. Perhaps an invitation to take an on line survey and of course your innovative Ask-the-Doctor program. How about a detachable postcard?

All of these methods of response should be interspersed throughout the text of your booklet. Not hidden at the very end.

The most important thing to remember is that your booklet should include valuable information. Don’t worry that you might be giving something away for free. If your information helps the patient they will consider you an expert. They will consult with you when they need help. They will already know that you can help them, because you already have.

Consumers are deluged with advertising offers. Research shows they are more likely to read marketing material if it contains valuable information that will likely benefit them. If your booklet is valuable it will have staying power. It may also be copied and passed around. It might be a good time to mention that you should waive the copyright and tell the reader to feel free to make copies and pass the booklet around.

So after reading this article do you still think that coffee mugs are an effective way to market? Are they efficient? They may cost less than a full color booklet, but do you think they are more cost effective?

Enhance The Video-conferencing Industry With Our Astounding Airmeet Clone

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What Is So Fascinating About An Airmeet Clone?

As mentioned before, the Airmeet clone is an alternative solution of the existing Airmeet app, which helps you to set ahead into the online video conferencing marketplace without further delay. We, as a team, integrate basic features that help your app to function in the online market. Apart from this, we also offer complete customization, which allows you to throw up your ideas towards being integrated into your app. As a dedicated team, we strive to fulfill the client’s dream to be portrayed on their online platform.

Features To Be Integrated Into Your Airmeet Like App

In general, an Airmeet like app is a video-conferencing platform that helps users to experience a glitch-free conversation for any purpose. For instance, this platform is ideal for the professors to conduct classes, office meetings, seminars, online workshops, and also chit-chat with their friends and families. Now let us look into the elite features that enhance the workflow of your white-label Airmeet clone.

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Recurring Meetings – The users can use the recurring meetings features when they are going to use the same link for multiple meetings. This saves tons of time for the creators, and the other end-users can join the room instantly.
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Winding Up

In brief, you can interact with our highly-experienced experts at Turkeytown for a cutting-edge Airmeet clone at an affordable price. Get in touch with us right away!

Top Corporate Event Planners

Suggested Title: How Can You Know More On This Topic?

In the recent market, there has been a boom of Corporate Event Planners Long Island. These individuals are responsible for planning any corporate event, and whether it is professional or entirely personal like your wedding, they look after everything. What makes them so popular? Top 5 reasons include End-to-end planning: starting from fixing the venue to the decoration, music to be played, and the food items to be served – everything is taken care of by the planners. The top corporate event planners offer Complete Wedding Packages. All you need to do is discuss with them. Tell them what you are looking for so that they have a fair idea of what you have in mind, and accordingly, they will plan the entire event.

The top corporate event planners are all lovers of perfection. Irrespective of the occasion you are hosting or put in charge, the right impression is essential. Parties and events are significant in terms of getting to know the right people. Thus, having the proper corporate event planners in Mumbai is necessary. They have many years of experience, but they also hold significant experience in terms of all things.

Before they go ahead, they will share the entire plan with you to sync with the whole affair. Once you go ahead and give the green signal, they will proceed with the full planning. No running around: the top corporate event planners are looking after the entire affair; hence you don’t have to run around to ensure that all the errands are met. You can sit back and relax and get the much-needed relaxation before the big day. As they are seasoned players, you can be settled that everything will run out as planned. Budget-friendly: who said things have to be costly to look beautiful?

If you mention the budget to the service providers who offer wedding planning, they will ensure the best possible services are given as per your budget. Guest invitation and care: the top corporate event planners will ensure that the guests are invited and that the invitation has reached all the guests on time. Once the guests start arriving, they will look after them and ensure that there is no lack as far as looking after them is concerned. It is a big booster because looking after the guests is a huge responsibility. When you have expert professionals who ensure everything on your behalf, you can practically sit back and enjoy the celebration without worrying about anything under the sun.

Customized service: The best part about the top corporate event planners is that they offer customized service. As they have tie-ups everywhere, you can expect the perfect dream wedding. In short, everything is taken care of by them, so why should you not hire them? Here we have mentioned only the top 5 factors. There are many other reasons as well. So what are you waiting for? If you have a wedding coming up, why don’t you go ahead and hire the right planner? Most of these planners have a good website. You can quickly check out these sites and find out the kind of services offered by them. Call them up directly or drop them a mail, and they will get back to you with all the answers.