Changing Behavior Of Market Participants

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Information about Changing Behavior Of Market Participants

Published on March 25, 2009

Author: Umbach

Source: slideshare.net

Description

How to change the behavior of market participants - tips for marketing professionals in healthcare companies

How to change the behavior of market participants 1 © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com

Change Behaviour Keep up Do Agree Understand Read or listen or look Send or say or show © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 2

External Target Groups Customers and prospects are … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 3

Customers' Unmet Needs Current or future problems are … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 4

Benefits I Provide I help solve problems by … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 5

Competitive Advantage My services serve customers better than competing offers since … Things that set you apart from the competition Proof / Story © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6

Communicating Benefits I convey the unique advantages to customers by … 1) 2) 3) Literature, ads, websites, letters, emails, mailings, public relations, presentations, testimonials … ? © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 7

Key Performance Indicators I measure results by … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 8

Rewards for People Persons that help me or support my projects, receive … 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9

Action Plan Things I will start doing or continue doing to reach my goals What By when 1) 2) 3) © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 10

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