Marketing & Digital Marketing
An ideal brand story is a narrative that whether communicated in its entirety or distilled down to an elevator pitch or high-level messaging, captivates, and resonates with its audience instantly, because the context of the story is fundamentally important to them.
Question: How do we harness data to help to educate the people we are trying to reach?
Building a brand story that identifies well with your audience is the most critical and the most important step for any company and product owner. As technology rapidly changes society, more data becomes available which may not always be better. Having data in complete isolation is not effective either. To properly collect and use the data that contribute to actionable insights is the goal. Once the data is verified and understood, the next steps would be to flush out then tighten up the brand story. Then, the brand story would be developed by tapping the knowledge of the people on the ground. Those who can identify with the brand story to become aligned with the overall user experience. Looking for disparities and outliers is part of the process.
Many organizations realize the value of the data. Most find it difficult to dedicate the time and resources to collect and structure in a useful way for strategy. To move past the barriers and achieve these results, many have turned to Healthcare Technical Solutions as the trusted advisor to take the data, make it useful and tie it back to the brand story. The brand story generates a user experience, in part and a product that has a depth of relevance and a connection with the user.
Two main trends to watch for:
Many organizations realize the value of the data. Most find it difficult to dedicate the time and resources to collect and structure in a useful way for strategy. To move past the barriers and achieve these results, many have turned to Healthcare Technical Solutions as the trusted advisor to take the data, make it useful and tie it back to the brand story. The brand story generates a user experience, in part and a product that has a depth of relevance and a connection with the user.
Two main trends to watch for:
- The rapid rise of predictive analytics in marketing. Predictive analytics now offer insights on target markets, customers and businesses to more accurately forecast better business outcomes, strong bonds with brands and users, and overall longer-term stability.
- The rise of cognitive machine applications, (also known as machine learning applications and artificial intelligence). To augment decisions, identify patterns and decrease human error, fast, ML and AI is here to stay. The key challenge for most is to shape strategy and decision-making. Once the concepts behind the data usage is better understood, we predict there will be a democratization of data within companies.
“The future of Marketing resides in marketing databases, through which we know enough about each client to make relevant and
personalized offers to each one of them.” Philip Kotler |
Solutions
Turning Data into Action |
A large pharmaceutical company needed to revive its end-of-life cycle brand, it received multiple FDA approvals for several additional indications. Simultaneously, its sales teams were having difficulty, (if not impossible ability to), gaining access to health care providers (HCPs) inside hospitals, specifically integrated delivery networks, (IDNs).
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Using Salesforce and Marketo, they integrated data to identify top prospects. The call to action led to meetings, face-to-face (Lunch and Learns) through education and connections, relationships that generates revenue.
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Align Marketing & Sales for Specific Goals |
This dermatology center located in the highly competitive market of northern New Jersey was built by an independent physician and grew to a five-physician practice. It was sold to a larger physician group and now runs from multiple locations.
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To distinguish brands inside IDNs and get the message in front of the Rx decision makers while augmenting the ‘No Sales Reps’ rule, targeted messages are delivered specifically inside the employee IP address.
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Expand Market to Drive Revenue |
For this leading pharmaceutical conference management company in New York, Pennsylvania and California, attracts more than 15,000+ attendees, expanded the business opportunity, and extended its offerings to an all-encompassing supply chain expansion.
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By heading up the global turn around management for this well known, Japanese endoscopic (gastroenterology) medical device company’s software platform, overseeing team, product direction and plan development for global launch.
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Case Studies
Examples of how we help our clients navigate complex business issues and achieve high performance.
Key People of Influence
Philip Kotler
In his seminal book, Marketing Management, Kotler states, “Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today, we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.”
Philip Kotler is an American marketing author, consultant, and professor; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. His book, Marketing Management, (originally published in 1967 with many subsequent editions published by Pearson), is considered the gold standard in University's around the world. Kotler, (born 1931), continues his thought sharing at pkotler.com.
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Services We Offer
Align Teams
Analyzing market and competitive conditions Business case development Capturing actionable feedback and ideas Competitor analysis Find new talent Get work done Market analysis Optimize product management Outcome ownership Portfolio management Prioritizing features Product management Product roadmaps Product visionary and strategy Providing cross-functional leadership Release planning Timeline implementation Usability |
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