Y our lab’s marketing arm Is it serious? Cortex User Group Meeting Dallas – 2014
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Transcript of Y our lab’s marketing arm Is it serious? Cortex User Group Meeting Dallas – 2014
Your lab’s marketing armIs it serious?
Cortex User Group Meeting
Dallas – 2014
Todd “Putting my footrest down” Stabelfeldt206-794-1524
So, I’m complaining to my wife about not finding a lab’s info online…she says “do something about it.”
• My observations• Some strengths I’ve seen• Weaknesses of many• Improvements that can be made• Some ways to approach it
Our Agenda
My Observations• I hear it all the time: “The customer didn’t
know we could even do that for them.”• So, I look it up online…do I find any sign?• For the most part, there is trouble in
matching up what labs can do with what they say they can do
Strengths of Some
• A defined Marketing / Sales team• Management oversight but not interference• Machine to Human – relationship building
• i.e. Hematopathology is a service and a person represents it
Weaknesses of Many• Setting a marketing goal for the year…are you kidding me?
• Matching the goal with best strategy and tactics
• Budgeting for those tactics so they’re not “optional”o Web / social media presence up to speed or even exist?o Current sales material hold water?o Need to attend a helpful awareness / strategy event?
Improvements to Make• Assign quarterly goals to a specific manager
• Map these to the annual main goal
• Support with budget & resources:o Web / social media design and developmento Collateral sheet content refresh writing / designo PR / event attendance / other outreach o Ensure teams (Management, Sales, Marketing, &
IT) are aligned
Way to Approach It • Organization structure?
• Set up to support marketing too…not just sales?
• Need to make some changes, make specific assignment?
• Get the right person on the job and let them work
• Set them up for success:o Executive support of achieving marketing goalso Budgets dedicated and funding supportedo Build internal team support to get behind it all
Questions?