FS70669

Selling Marketing Services in 2011

January 2011

Christine James

Agenda

• The Changes

• Objectives for 2011

• Re-cap on All About Health

• Role playing activity

• Incorporating the Huthwaite SPIN selling skills model

Marketing Services in 2011

What have we done?

• Spilt our proposition into – healthcare services (was healthwatch) and– retail management (was category management & merchandising)

• Introduced a new taster level for customers

• Integrated All About Health into healthcare services & retail management

Why?

• To make our proposition simple

• To make our services more accessible to our customers

• To create new leads for our services

• Ensuring All About Health is integrated throughout the proposition

• Creating loyalty to AAH

• Supporting our customers by adding value to their business

Level 1 Retail Management

Level 1 Healthcare Services

Retail ManagementLevel 2

Healthcare ServicesLevel 2

Marketing ServicesField Teams

BDM

Magazine

Posters

Web Site

Local PR(Level 2)

Consumer Awareness Campaign Championing Pharmacy

current offer

2011 objectives

• Generate & convert leads for level 2 – 10% of potential customers converted (149)

• Sell level 1 solutions– 300 of the potential customers

• Promote All About Health benefits– to all customers

• Target all potential accounts– Do not currently take healthcare or retail services

What you need to know

• Is there a customer need for healthcare & retail services?– Questions to identify & explore the customer need (for service)

– What problems do our services solve?

• Features of the services

• The advantages to the customer

• The value of the services

The customer need

• Customer problems – implied needs

Retail Management Healthcare Services

OTC sales are down I am in danger of losing my customers to the competition

I have too much OTC stock My profit is down

OTC products are going out of date I don’t have any time to run services

I don’t know what products to stock I don’t feel I am fulfilling the pharmacy contract

I can’t compete with supermarkets I am not reaching my MUR targets

The questions to ask to get to these problems

• How are your OTC sales?

• How do you decide on what OTC products to stock?

• How do you use your consultation room?

• ……

• Questioning to get to customer want & desire

• Exploring the value of fixing them

The value of retail & healthcare services

Retail Management Healthcare Services

Increase sales – right products in the right place

Customer loyalty through service provision

Increase sales – staff link sell Increased footfall & revenue

Is the customer interested in a solution?

Detail solution & benefits (meets need)

Obtain commitment – lead for level 2 or sign up to level 1

Defining each solution – the features

Retail ManagementLevel 2

Marketing ServicesField Teams

Healthcare Services Level 2

Marketing ServicesField Teams

• MS BM visits per campaign• Planogram implementation• Training and staff education • Talking Shop magazine• All About Health• Online support

– Up & coming categories– Product info / suppliers– Print on demand

• Placement of shelf strips• Promotional / feature area

• Dedicated BM visits– Business planning – Equipment/consultation setup– Pharmacy staff training

• All About Health• Access to 6 unique services• Discounted Flu Service• Health awareness days• Clinical Governance discount• Print on Demand • Online support £48

per month£48 per month £38

per month£38 per month

The Advantages

Retail Management Healthcare Services

Right products in the right place at the right time – increase sales

Delivery of a patient service to improve customer loyalty

… ….

Defining each solution – the features

Marketing ServicesField Teams

Retail ManagementLevel 1

• Online support•Planograms and line lists•Star buys & P med offers•Vantage Own Label (Top 10)•Talking shop features•Print on demand (VOL/AaH)

• All About Health• One off consultant visit

£25

per month£25

per month

The Advantages

• Knowing what products to stock

• Knowing where to stock products

• Easy access 24/7

Defining each solution – the features

• Out of the box service•Blood Pressure screening•Patient information•Service documentation

• All About Health• Online stationary ordering• Print on demand (AaH)• One off consultant visit

Healthcare ServicesLevel 1

Marketing ServicesField Teams

£225or £20 per

month£225or £20 per

month

The Advantages

• Comprehensive, easy to use service

• Get started quickly

• Develop customer loyalty

• ….

Your role

• To generate a lead for level 2 or a sign up to level 1– Ask questions to understand their problems

• Related to solution / plan in advance

– Develop their problems into wants

– Explore the implications

– Explore the value with the customer

– Introduce solution with benefits - meeting explicit need

– Reach ‘sale’ – lead for level 2 or sign up for level 1

• Focus on customers who don’t take our services

Level 1 or Level 2?

• Engage customers in healthcare services & retail management– Level 2 - customer needs expert to come in & support the service -

train & deliver– Level 1 - needs the materials but they have the staff & expertise to do

it themselves

Marketing support

• Business tools provided– One pager explaining the proposition and charges

– Guidance on questions to ask and how to spot an opportunity.