Physicians Marketing Outreach Strategy_LD
The document outlines a marketing strategy for Altibbi Physicians' Outreach. It includes an agenda covering market research findings, market strategy analysis, creating a value proposition, segmenting the market, improving user experience, and integrating marketing messages. It recommends rethinking the traditional 4Ps of marketing by focusing on improving medical knowledge, digital health information, and online reputation through accessibility, value, and education. The strategy proposes a social media marketing campaign using a unique hashtag, tailored website content, and social media ads to engage physicians and patients. The goal is to create an online knowledge ecosystem and improve the patient-physician relationship through digital interactions.
Physicians Marketing Outreach Strategy_LD
- 1. Altibbi Physicians’ Outreach Marketing Strategy By Daniela Afonso Endeavor Global I Jordan • Babson College F.W. Olin School of Business August 6th, 2013
- 2. Agenda • Market Research Structure • Market Research Findings • Market Strategy Analysis • Creating a Value Proposition • Rethinking the 4P’s • Segmenting The Market • Working on the Value Creation • Improving the User Experience • Integrating the Marketing Message • Social Media Marketing Campaign • Final Recommendations • References
- 3. Rethinking the 4P’s SOLUTION Improve Medical Knowledge Improve Digital Health Information Develop Online Reputation ACCESS It’s Where The Patients Are It’s Where the Hospitals Are It’s Where the Healthcare Systems Are VALUE It Engages w/ Patients and Peers It’s Social. Exposes to Large Audiences It Improves the Patient- Physician Relationship EDUCATION It Develops Useful Interactions w/ Peers It Improves Online Health Information It Creates a Knowledge Ecosystem Instead of PRODUCT Instead of PLACE Instead of PRICE Instead of PROMOTION Source: Rethinking the 4P’s.pdf, Richard Ettenson, Eduardo Conrado, and Jonathan Knowles
- 4. Tailored Website Content / Front End Messages Social Media Campaign / Ads Physician Community / Knowledge Ecosystem SMS Marketing (WhatsApp) SEO PPC (FB , LinkedIn & Adwords) Sales Team Segmented Message Customer Service Integrated Marketing Is Key For Success! PHYSICIAN Listen to customers, their influencers and other stakeholders Define how your organization will meet or exceed needs Communicate a resonant Promise Deliver flawlessly on the Promise Reinforce the promise and deliver in all communications & interactions Improve the user experience through dashboard, profile,
- 5. Campaign: Creating Unique Hash Tag #ShareMedCare Unique hash tag that will enable to create a digital archive of Altibbi’s online postings throughout social media channels Medical conversations are happening on Twitter, not Facebook. An example of this is when we highlighted the #FOAMed movement — Free Open Access to Medicine Education. Mention #FOAMed hash tag on our twits to raise awareness about Altibbi on Twitter medical conversations! Source: http://www.kevinmd.com/blog/2013/06/medical-conversations-happening-twitter-facebook.html