Hospital Branding

Many years ago, when I was on the client side of B2B marketing fence, our messaging beat its chest about how our product was bigger, better, faster, stronger and could make our customers more money. Years later, after time on the agency side of both B2B and B2C marketing, we’re seeing a massive shift in how B2B buyers at various levels need to be engaged. Sure, there’s a procurement officer that’s all about specs and cost, but we’re assuming you’d like to move up the chain a bit. Consider this B2B value pyramid from a Bain & Company study earlier this year. This illustrates from the bottom of the pyramid to the tip top: The bottom of the pyramid – where many B2B marketers stop. This is where no one wants to be – it’s commodity-land. Living on specs and price will not keep you in business. Neither will simply addressing your buyer’s economic or performance needs with features and functions. As someone recently told us, don’t talk to me about the horsepower and t...

I had the pleasure to present at the SHSMD Connections conference in Seattle a few weeks ago.  My co-presenter, and fellow disruptor, Paul Szablowski and I were thrilled to see a full house for our session, as healthcare marketers were eager to learn business lessons from the hit reality television show “ Shark Tank .”  And, at a time when marketers are under constant scrutiny from their CEO’s to demonstrate value and Return on Marketing Investment (ROMI), walking into a shark tank each time budgeting and annual planning rolls around is all too much a reality. Here’s a recap of our presentation, “ Lessons from the Shark Tank .”  If it leaves you swimming with questions or additional thoughts, I look forward to hearing from you. The Waters are Murky for Marketers Marketers in all industries are facing intense pressure to perform for their organization.  Many studies suggest that there is definitely a realignment needed between the C-Suite and marketin...