Health Services Marketing 10-11 Discussions
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chapter14slides.pptChapter 14
Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing
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LEARNING OBJECTIVES
When are personal marketing communications most effective?
What is word-of-mouth marketing and how can it be used by health care marketers?
How does the sales force operate in different health care markets, and what are the major sales-force decisions that must be made?
What are the steps involved in effective personal selling?
How are the latest electronic, interactive direct-marketing tools being used in health care?
LO1. When are personal marketing communications most effective?
- Best then the product
- Is expensive, risky, or purchases infrequently
- Suggests something about the user’s status or taste
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Key Words: personal communication channels, advocate channels, expert channels, social channels
LO2. What is word-of-mouth marketing and how can it be used by health care marketers?
- It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communication
- People ask others for a personal recommendation for a doctor, hospital, or health insurance agent. If they have confidence in the recommendation, they will normally act on the referral.
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Key Words: word-of-mouth, word-of-mouth marketing, buzz marketing, viral marketing, community marketing, grassroots marketing, evangelist marketing, product seeding, influencer marketing, cause marketing, conversation creation, brand blogging, referral programs, guerilla marketing, cliques, liaison, bridge, opinion leader, marketing mavens, influentials, product enthusiasts,
LO3. How does the sales force operate in different health care markets, and what are the major sales-force decisions that must be made?
- Direct sales force -
- Inside sales personnel
- Field sales personnel
- Contractual sales force
- Represent company
- Represent a portfolio of noncompeting companies
- Decisions must be made on how to increase productivity of the sales force through better selection, training, supervision, motivation, and compensation.
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Key Words: direct sales force, contractual sales force, deliverer, order taker, missionary, technician, demand creator, solution vendor, prospecting, targeting, communicating, selling, servicing, information gathering, allocating, top management, technical people, customer service representatives office staff, time-and-duty analysis, technical support people, sales assistants, telemarketers, feel-forward, feedback
LO4. What are the steps involved in effective personal selling?
- Prospecting and qualifying
- Pre-approach
- Presentation and demonstration
- Overcoming objections
- Closing
- Follow-up and maintenance
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Key Words: attention, interest, desire, action, FABV, psychological resistance, logical resistance, routinized exchange, negotiated exchange, direct marketing, direct-order marketing, R-F-M formula, product, offer, medium, distribution method, creative strategy, telemarketing, inbound telemarketing, outbound telemarketing, telesales, telecoverage, teleprospecting
LO5. How are the latest electronic, interactive direct-marketing tools being used in health care?
- Designing an attractive web site
- Placing ads and promotion on-line
- E-marketing
- Podcasting: extending e-mail marketing
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Key Words: context, content, community, customization, communication, connection, commerce, constant change, banner ads, sponsorships, microsite, interstitials, search-related ads, content-target advertising
CONCLUSION
- Health care organizations are relying on more than the standard mass communication tools to get their messages to the public.
- Sales forces are an expensive marketing tool and must be designed and managed carefully.
- Direct marketing can more easily meet the need to measure the financial impact of different communications.
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