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

1. How to change
the behavior of
market participants
1
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2. Change Behaviour
Keep up
Do
Agree
Understand
Read or listen or look
Send or say or show
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3. External Target Groups
Customers and prospects are …
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2)
3)
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4. Customers' Unmet Needs
Current or future problems are …
1)
2)
3)
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5. Benefits I Provide
I help solve problems by …
1)
2)
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6. Competitive Advantage
My services serve customers better
than competing offers since …
Things that set you apart from the competition
Proof / Story
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7. Communicating Benefits
I convey the unique advantages to
customers by …
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3)
Literature, ads, websites, letters, emails, mailings,
public relations, presentations, testimonials … ?
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8. Key Performance Indicators
I measure results by …
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2)
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9. Rewards for People
Persons that help me or support
my projects, receive …
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2)
3)
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10. Action Plan
Things I will start doing or continue
doing to reach my goals
What By when
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2)
3)
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