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What makes great marketing session team meeting.pptx

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What makes great marketing session team meeting.pptx

  1. 1. “What makes great marketing?” Disclaimer(1)…each of you know some or all of this better than me! Disclaimer(2)…and this may be completely wrong
  2. 2. You are breathing.
  3. 3. Using the marketing mix to exceed objectives Proposition Audience understanding DMU model AIRDAC / AIDA model Product Whole product Noise / reaction Prop and channel = customer driven Place Alt channel considerations Promotion Channels Price Value release Servant & leader of commercial team Creativity, Curiosity, Respect Relevant, differentiated, credible Demand Segmentation SWOT Uncover the need Brand
  4. 4. The science is knowing the models. The art is knowing which one matters.
  5. 5. Someone will explain a model You think of examples where it applies
  6. 6. Segmentation Proof of value Examples ROI Ease of use Hints of value Novelty Pressure / loss from lagging Extreme ease of use Legislation
  7. 7. at minimum, VRT must manage the augmented product *especially important in B2B “partnership” purchases e.g. 10-15 year SGRT contracts Potential product* Future advances, scalability, evidence, application expansion
  8. 8. Value Proposition For <<segment>>, <<product>> delivers value by providing <<key benefit / short list of benefits>>. Unlike <<main competitor>>, it <<differentiator>> as demonstrated by <<proof point>>. Relevant Credible Different iated
  9. 9. SWOT Internal External + Strengths Opportunities - Weaknesses Threats Maximise Minimise
  10. 10. Pricing (when there are no competitors) Per customer: # patients affected Value of differences in treatment path 1/3 PRICE QUALYs, Additional referral revenues, time savings, etc Indication analysis Our fair share of value created
  11. 11. Uncovering the need - Rachel

Notas del editor

  • Sony Minidisc player

    People buying new linacs / not buying new linacs
  • Application – SGRT versus AlignRT, changes in mix over time, where do we have delays in the sales pipeline
  • Application: Who do we focus on recruiting to events, who do we advertise to?
  • Application: First job – interesting tech, box worked. But no training / protocols / usage / reimbursement etc = bound to fail
  • Application: One chance to make a first impression. Struggled to do this with AlignRT, very clear with SimRT versus RPM.
  • Application: Long experience as a salesperson and working with sales. Different roles, timescales, expectations, but the perfect chemistry is doing your part well so you can ask your counterpart to do the same.

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