armada summit specialty pharmacy marketing

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Page 1: Armada summit   specialty pharmacy marketing
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Marketing Techniquesthat Accelerate your Specialty Pharmacy Brand

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“I know half my marketing works, I just don't know which half”

– Most Marketers

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Marketing that Works

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DEFINE YOUR BRAND

31% of US consumers prefer to purchase certain products because of brand advertising.

– Lab42

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Define your Brand

• Not sufficient to just be a “Specialty Pharmacy”

• Differentiate from the pack

• Create “brand equity”

• Create “sticky” customers and employees

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MAKE IT EASY86% of consumers quit doing business with a company because of a bad customer experience.

- HelpScout

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Make it Easy

• Make yourself easy to locate

• Explain your offering clearly

• Make the process of doing business with you easy

• No “phone-tree hell”

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GIVE CUSTOMERS A VOICE

“Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong.”

– Donald Porter, VP of British Airways

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Give Customers a Voice

• Give multiple tools for feedback

• Don’t try to “game” feedback

• Negative feedback is OK – if you use it correctly

• Reach out to each responder

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PASS THE “BLINK TEST”98% of all visitors will not return to your website.

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Pass the “Blink Test”

• Create a compelling Call to Action (CTA)

• Explain your business succinctly

• Be visually engaging / don’t overwhelm

• Connect with visitors

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LEVERAGE CONTENT MARKETING

“Traditional marketing talks at

people. Content marketing talks with them.”

– Doug Kessler

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Leverage Content Marketing

• Create content with the customer in mind

• Leverage multiple content formats

• Repurpose content across multiple channels

• Commit to the content generation workload

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Engage with Video

• Keep it short

• Find a “hook”

• Don’t make it about you, if you can help it

• Content is more important than production quality

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INVEST IN MOBILE

By the end of 2013, there will be more mobile devices on Earth than people.

– CISCO

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Invest in Mobile

• Not just ego-driven marketing

• Improve adherence rates

• Improve profit by lowering operational costs

• Doesn’t need to be a full app

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BUILD PERSONAS / HYPER-TARGET

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

– Peter F. Drucker

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Build Customer Personas / Hyper-Target

• Isolate each customer type and identify key traits

• Uncover where they spend their time

• Target key media outlets where there is top ROI

• No mass-market advertising

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Marketing thatDoesn’t Work

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Banner Ads

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You’re more likely to survive a plane crash than click a banner ad.

– Solve Media

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PURCHASING EMAIL DATABASES

There’s no such thing as a good email list that’s for sale.

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QR CODES“Simply open your phone’s browser and download the free app at gettag.mobi then follow the directions to scan or snap this tag to see the features.”

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PHARMACY “JARGON”“If you can’t explain it to a six-year-old, you don’t understand it yourself.”

– Albert Einstein

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In Summary

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Stay Connected

Todd Speranzo, MBAVice President, Marketing

linkedin.com/toddsperanzo [email protected]