FEATURE HEALTHCARE MARKETING
the planet, because each one of those people is either a current or potential customer. Everyone is going to form an impression of your business; if you aren’t creating an impression proactively, then it will occur by default and that may not be the preferred one. So it’s just a question of how actively you are participating in the creation of that impression. From your customer’s perspective,
marketing is what they see every day relating to the products and services. People make choices based on their perceptions. In other words, the way they perceive something will dictate their
«Marketing is virtually everything a company does whether conscious of it or not»
actions. If they see value in something, they will invest their time and/or money in it, if they don’t see value; they will invest their time and/or money elsewhere. Marketing is the process of influencing perceptions to create value. As Kate Lister said in the July 2010
issue of Entrepreneur magazine, “A great marketing strategy beats a great product every time. Business owners can (and will) go on and on about their wonderful products or services. The successful ones spend their time scheming about who’s going to buy it and how they’re going to reach them. Products don’t sell, marketing does.” If you have a great product or a special
tucked in. Marketing even spans across all aspects of the business, and across all customer contact points including how your team members answer the phone, to every email that leaves the office, to a conversation in a hallway, even the comments you make in online forums, the speed of your computers, the presentation of your website, how you manage your customers including the efficiency and kindness employed when a customer calls with a question or complaint. Potentially, even the car
«The success of a business relies on how well you market your product or service»
that you drive has an impact on your customer and is a marketing opportunity. People will often tell you that “marketing
is everything.” And it is true. The success of a business relies on how well you market your product or service. Every experience customers have, or belief they hold about your business, has been crafted by your products and employees. From the product engineers, the financial analysts, even the warehouse managers - contributes to how customers perceive a brand. In that sense, everything they do is marketing. But what many people fail to realize is that while marketing is everything, everything is marketing! Marketing isn’t a department, it’s the sum total of everything you do, it’s every interaction that you have with any human being on
service to offer people; how do you get them to buy it? You tell them about it, you tell them how great it is, and you let them know how it will benefit their lives. Marketing is an important part of any business. Without it, there is no way for people to know what you have to offer. In case you’ve ever wondered whether
it’s even necessary to market our business in the first place, I would like to share this simple story that says it all: Once there was a couple struggling to
make a living with their hotdog stand by the side of the road. Trucks and cars would whiz by without even a glance, despite the fact that their hotdogs were fresh and tasty and their coffee was the best in the entire area. It was very difficult to support themselves and their young son.
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