In today’s competitive health care environment, life science companies with messages directed toward consumers and patients are expected to provide a marketing toolkit to all their customers. I’ve worked in corporate marketing with product marketing managers and agencies to create amazing tool kits. The sales organizations always embrace these tool kits as a key element of their consultative selling and relationship building with the physician customer. The major challenge is in getting the customers to use them.
A great marketing tool kit needs these three elements to be successfully utilized by the health care provider customer:
- Excellent Content
- Easy to Complete Tactics
- Exemplary Compliance
Over the next few posts I will discuss each element so you can decide if your tool kit is great. But first we should define what a marketing tool kit is:
A collection of materials that can be customized for use by the health care provider to promote the availability a specific treatment option in their practice.
Next up: How to assemble excellent content.
(C) 2010 eGold Solutions
- Marketing Tool Kit post series:
- A Word About Events: STOP
- Importance of keeping practice websites current