Doctor/patient conversations that once resided in the office or over the phone are now starting much earlier in the process—online. Those conversations and the information shared are found through internet searches and shared data such as case studies. In this new landscape, how do doctors best connect with those who would benefit the most? Many are turning to inbound marketing. A connection of mine, Ben Whitaker, is president and CEO of Riafox, a digital firm that is creating mobile apps, websites, and marketing to help companies grow, automate, and compete from anywhere. He shares his viewpoint on how to connect […]
I’m working with Kaplan Medical to offer a different way to assess the interaction and dialogue between individuals in a more natural in-office environment. It can be used for understanding the information exchange between a patient and doctor (or nurse). We can gather insights about how these individuals provide and receive important medical information in a real-world clinic setting. The market research will be conducted in Chicago and New York at Kaplan residency facilities, using their trained standardized patients. I’m working in conjunction with Fieldwork Network to support the recruiting and logistics of the studies. Contact me to learn more […]
Author Jeffrey Gitomer “takes a sledge hammer and breaks the barriers of trust by explaining it in so many ways it is impossible to ignore.” Blunt and to the point, it holds up a mirror for you to see where you are today and provides an easy to understand roadmap to get you to higher ground. I’d like to share one of the extra copies I have in my library to the first 5 people who respond — so, just click here, and I’ll send you a book with my thanks.
C.H.E.M. is a very useful tool effective in communication and traditionally we have applied it to sales messaging. In addition, we’ve been refining this tool for use in social media communications. Over the past two years, we have been managing social media for Marathon & Beyond magazine. Here are some highlights and results: Increased the Facebook friend base to more than 5,200, using up to 3 posts per day with content and photos from the current issue; Created a new Twitter following of 1,850, with posts about M&B articles, retweets about marathon race events, and favorites of running news updates; […]
The mid-summer issue of my newsletter will be coming out soon — with a theme about building. For marketers wanting to build better engagement with customers, there is a case study on the C.H.E.M. tool. For inspiration from someone who walked on a tightrope between buildings, read my review of Philippe Petit’s book. For news about a non-profit that’s building houses for many in need, read about our community involvement. And if you’re goal is building trust with customers, teams, and collaborators, take advantage of my offer to share a book from my library.
Today, that breakthrough moment we’re all chasing – the one that changes behavior or earns new kinds of loyalty – may not come in the crowded inbox or on the quickly-read webpage. Instead, it may be the generous artifact or personal gift that creates a moment of human connection and appreciation. In our rush to digital, there is a new role for the tangible direct mail piece. Reach: Direct Mail can reach 95% of Doctors; compared to Sales Reps now reaching 55% of Doctors (and declining). With new limitations on rep access, email registration requirements, […]
“The Art of Creative Thinking” breaks the myth that creative people are geniuses and that only geniuses are creative. Suppose instead of viewing creativity as an accident, we see it as a process, a logical progression of ideas and mental images that can transform the elements of reality into something new. Lately, I’ve been going through my library to look back on — and to update — some important innovation forces. And I’m writing a series of book reviews using my C.H.E.M.® Persuasion Model for communications effectiveness: Connect – to fit in their world, not try to disrupt […]
Here’s a summary of the talk I gave to the attendees of the Asia Brand Congress in Mumbai: Health science and technology brands make personal connections with consumers beyond that of many other products. This connection goes beyond mere advertising. Marketers must create brands, experiences, and relationships that embody the intricate balance between customer needs and business objectives. This presentation offers a creative innovation model that leverages a concept I call the science of “bio-branding.” The model is based on the belief that health science and technology brands require their own scientific methods and tools. It offers valuable lessons for […]
Here’s a summary of the talk I gave to an Asia-Pacific sales and marketing conference in Cebu, Philippines. Life science and technology brands make personal connections with consumers beyond that of many other products. This connection goes beyond mere advertising. Marketers must create brands, experiences, and relationships that embody the intricate balance between the research customer’s needs and the company’s business objectives. This presentation offers a creative innovation model to help the customers accelerate their research – and help the company accelerate sales. Presenting C.H.E.M. – our tool to truly create brand CHEMistry with customers. C = Connect Purpose: Fit […]