Creating wow marketing campaigns

Results MarketingResults Marketing

Building Wow Marketing Campaigns

Jerry Hinch – Mike Fuller

Gary Maggiolino - Brian BeanCatherine Marenghi

• Communication channels to market are noisy and confused, cluttered with messages, crowded with competitors

• Huge challenge to just get noticed, let alone drive a message to your target audience.

• With the right programs and tactics you can • Cut through the clutter

• Increase your visibility

• Stimulate interest, and build ever-increasing sales pipelines.

Interact with us – now – and at the 5:30 Networking

Building Wow Marketing Campaigns

A. No Staff – No Budget

B. Small Staff & Budget – must focus on efficiencies

C. Looking to increase breadth

D. Looking to change tactics

E. Satisfied with our marketing – seeking to build new channels

What best describes your marketing?

• The Mix - (A-I-D-A)• Awareness – Interest – Desire - Action

• Move targeted prospects through the buying cycle faster than possible with sales efforts alone

• The Target• Continuously define and refine

• Follow up promptly with your specific target (FUPWYST)

• Market Development

• Event & Webinar Standards

• Social Media

Recapping - Our Philosophy

• Advertising

• Direct marketing & email

• Events

• Media relations

• Social media

• Website & Microsites

The Marketing Mix in Support of Sales

Awareness Awareness Interest Interest DesireDesire ActionAction

• Market Development

• Monthly Webinars

• Weekly Web-ex series

• Dinners / Hosted event within event

• Lead Generation through media partners

• FUPWYST

Support Sales and Due Diligence

•Worldwide use-case repository

•Videos of customer testimonials

•Market Development Reps (nurture until qualified as lead)

•Microsite & Website (reinforce “safe choice” perception)

Marketing’s Role in Support of Sales:

AwarenessAwareness InterestInterest Desire Desire Action Action

The Marketing Mix – when and how

• The Company• Demographic – size, industry, etc• Behavioral – innovative, risk taking, market leaders

• Market to the Individual• Titles and Roles – CIO, CTO, etc• Behavioral - The Leader – The Mobilizer

• Tailor message to the target (i.e. strategic)• Use the channel to reach them where they live

It Starts with the Target

Hospitals/Delivery

Networks of size

Targeting Example

Overlaid on EVERYTHING we do!

• 1. Readily accessible and willing to talk

• 2. Networks with (and will pull in) other stakeholders

• 3. Thinks Strategic

• 4. Conducts (or directs) research & due diligence

• 5. Good at influencing others

• 6. Credible among colleagues

• 7. Delivers on commitments

Traits of the Mobilizer

Mobilizer Example

• 1. Readily accessible and willing to talk

• 2. Networks with (and will pull in) other stakeholders

• 3. Thinks Strategic

• 4. Conducts (or directs) research & due diligence

• 5. Good at influencing others

• 6. Credible among colleagues

• 7. Delivers on commitments

The Analyst was the Mobilizer

Events Tradeshow

Breakfasts & Dinners

Event Standards

Monthly Webinars

Webinar Standards

Leveraging Interoperability to Address Readmissions

•1. Available on InterSystems Site and You Tube

•2. Archived on the MedTech Media Site

•3. Available on Tech Target research pages

•4. Shows up on other Media websites

•5. Multi-channel promotion to our target

Webinar Example

Keep in simple…

Strategic Approach to Receivables Management

Case Study: Ontario Systems New Message

Artiva® Healthcare lets you manage healthcare receivables strategically -- unlocking receivables to recover every cent due from insurance providers, while ensuring your bill is the first paid by patients, every time.

DEFINING A NEW MESSAGE, MARKET POSITION AND TACTCIAL PLAN

•Understand/ Discuss Current Market Position and Opportunity

• Key product attributes, features and benefits

• Key differentiation from competitors products

• Identify and Research Audiences (consider personas to have full understanding)

• Collaboratively develop new hypothesis for Artiva® value proposition to audiences

•InterSystems Collaborated with Ontario - Assisted in Gathering Key Market Feedback

• Engage target audiences (OS customers/prospects and ISC contacts)

• Gather data to validate/shape new messages

• Feedback information to Ontario Systems

•PR and Leadgen Assistance

• Led effort to get new message In front of target audience -- to assist in both strategy and capacity

• With Ontario Systems' support, interviewed customer, wrote and pitched article to industry publication

• Jointly promoted article that captured new messsaging

Ontario Systems New Message

Case Study: HealthShare Awareness

The Problem: Key C-Level IT Execs unaware of HealthShare as product platform for IDNs

•The Goal: Cut through the clutter

• 1. Specific Target defined

• C-Level - Top 200 IDNs

• Sales teams alignment and teaming with Market Dev. Reps

• 2. Account-by-account reviews with Sales teams & Market Dev. Reps

• Pull in InterSystems thought leaders and analysts to refine message

HealthShare Awareness Marketing Mix

• Monthly (at least)

• Tracking tools (Marketo)

• Use Media Partners

• Vary the message

• Test approaches

• Letter via US Mail

• 1 page, signed

• Mailed in waves

• Tested message

• Exec. Briefing

• 3D mailer

• MedTech Media

• TechTarget

• FierceMarkets

3 Dimensional Mailing – Key & Box

The Executive Briefing Series

User Adoption

TrakCare

Find the Multipliers

Follow InterSystems

@InterSystems

www.Facebook.com/InterSystems

www.youtube.com/InterSystemsCorp

www.linkedin.com/company/InterSystems

www.slideshare.net/InterSystemsCorp

Social Media Case Study: Ontario Systems

• InterSystems partners with Ontario Systems and develops theme – strategic ARM• Interviews customer Integris for bylined article• Secures placement in Executive Insight magazine

• Extend and amplify visibility via social media• InterSystems, Ontario post links to article on Twitter• Both share via Facebook, over 150 people viewed

Tweet and Retweet

• Best practices: Use of links, hashtags (#ARM), refer to others by their Twitter handles (@ExecInsight)

Facebook sharing• InterSystems and Ontario Systems “like” each other

on Facebook; both post article

• Be part of the conversation at conferences; see live feedback• Global Summit: Tweet your comments, photos, using the hashtag

#GlobalSummit• Check out the LiveFeed

• Create engaged communities on LinkedIn

• Share videos on YouTube; thought leadership content (white papers, PowerPoints) on SlideShare

• Use tools like Tweetdeck to monitor, connect, engage

More Social Media Ideas

Executive Leadership Networking Reception

•Now, 5:30 PM - 8:00 PM

•Orchid Room – Recreation Level

•Drinks & Appetizers

•Socialize & network

And speaking of social