1. Content, Nurturing, Trust and Referrals
New Paths to Clinical Practice Branding and Marketing
Presented at the Large Urology Group Practice Association (LUGPA)
2010 National Conference

2. Challenges
• Medical Complexity
• Competition
• Noise
• Choice
2

3. People Hate to be Sold, But Love to Buy
3
Hate to be sold Love to buy

4. What is a Brand?
More than a collection of marketing
tactics, a brand is the perception of an
organization (product or person) in the
mind of the market.
4

5. Customer Tribes
selling, marketing or relating?

6. Patients Have Many Needs
• Special circumstances
• Regular screenings
• Emergency care
6

7. Primary Care Doctors
• Market to primary care physicians
for referrals to urologists
• Strengthen those relationships to overcome
fears that the specialist will steal the patient
7

8. Managed Care Providers
• To be included on managed care panels
8

9. Give Them
What They’re Looking for...

10. The Communication Responsibilities of Leaders
• Market leaders become synonymous
with the category. They:
- Have a responsibility to promote the category
- Avoid promoting features or benefits
- Enjoy attributes inherent to leadership: innovation;
depth of resources; recognition
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Leader
#2special-
ist
special-
ist
special-
ist
special-
ist
special-
ist
special-
ist
special-
ist

11. Draw on Your Subject Matter Expertise
• Rather than present the features & services of
your practice, focus on such topics as
- care models
- trends in health
- trends in science
- trends in research
- diet & exercise behavior affecting health
- genetics
- self-care
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12. Build Trust...
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Be
Transparent
Speak
in a human
voice
Reflect
back
Culturalize
trust
Sustain
engagement
Provide a
sense of
control
Provide
choices
Listen
...in a culture where you can’t say: “trust me”
[Distinguishing the patient experience, when
excellence in care is the ‘price of entry’]

13. Offer Transparency
Northwestern Memorial Hospital publishes their quality of care scores
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14. Manage for Consistency
• Consistency of visual standards and message
• Consistency over time
• Consistency at all marketing touch points
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Sales materialWebsite Newsletters

15. Focus on the Patient
Experience
• Put the patient / audience at the center of the strategy
• Eon moved away from the medical technology of dental implants, to
communicate the life-changing benefit of a new smile
• Strategy: Perfect teeth for a lifetime
• Marketing: Smile Celebration campaign
15

16. Plan: Content, Sources and Publishing Process
16
Content
strategy
Sources
Publishing
process
Sales
process
integration
• Determine content relevant
to the steps in the purchase
consideration process
• Develop the editorial
calendar
• Establish marketing
automation tools
• Establish metrics monitoring
tools
• Aligning content with the
stages of the purchase or
selection process, which
should also match stages in
the sales funnel
• Collect CRM database leads
• Follow up content marketing
leads
• Develop and publish new
content and resources over
time, as leads are nurtured
and insight into audience
interest is deepened
Develop content to:
- Identify the
complexity of the
problem
- Show how to think
about the problem
- Share best practices
- Develop confidence
in your expertise
Monitoring tools
¯
Industry blogs
¯
Google Alerts
¯
LinkedIn Groups
¯
Twitter hash tags
Your organization and experts
-
Salespeople in conversation
with prospects
-
Patients (and other audiences)
and problems they are solving
-
Support staff and other
departments

17. Automate: Content Marketing (Publishing)
17
Website
Webinars Advertising
Event
Tradeshow Patient
Database
with current
patients, new opt
in targets
CRM
automation tool
Loopfuse
Email
Marketing:
Editorial strategy
and calendar
Content:
White papers,
articles, blog posts,
news, enewsletter
promotions
Sales Calls
Funnel
Management
Lead Handling
NAME CAPTURE
SALES PROCESS
SEGMENT
1
SEGMENT
2
SEGMENT
3
WAVE
1
WAVE
1
WAVE
1
WAVE
2
WAVE
2
WAVE
2
LEAD GENERATION
ANALYTICS:
OPEN AND
CLICK RATESLONG TERM
PROSPECTS
AUTOMATION PROCESS: NURTURE CONNECTIONS OVER TIME
AUTOMATION PROCESS
IN-MARKET

18. Search: Your New Home Page is
• Be available to the people looking for your solution
• Help patients, primary care docs, and managed care providers to find what
they need
• Search activators:
- content
- activity
- video: YouTube is #2 search engine
- keywords and phrases audiences use
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19. 19
Develop The Content Marketing Strategy
Case Studies
Search
(SEO / SEM)
Keywords
Press
Releases/
media
relations
Speaking
(panels,
tradeshows,
associations
Webinars
Point of view,
thought
leadership
content
email
marketing/
eNewsletter
White paper,
articles, blog
posts
Subject
expert videos
How we
work, process
Spec
sheets and
tech
info
Product
photos and
demos
CONTENT
MARKETING
STRATEGY
EXPERT
SPEAKER
WRITING
PUBLISHING
CRM
WEBSITE
PLATFORM
PUBLIC
RELATIONS
ADVERTISING/
ONLINE
DIRECT
TRADESHOW/
EVENT
SALES
STRATEGY
MARKETING
STRATEGY
Marketing
asset or
action
BRAND
POSITIONING &
MESSAGE
WORD OF MOUTH • REFERRAL • REPUTATION
SOCIAL MEDIA
CHANNELS
YouTube
Facebook
Twitter

20. Resources
- David Meerman Scott
• Cashing in with Content
• The New Rules of Marketing and PR
- Jim Cecil And Eric Rabinowitz
• Nurturing Customer Relationships
Kevin Masi, Co-Founder and President
Torque ltd.
kmasi@torquelaunch.com
www.torquetribemarketing.com
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