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Fit4D go!-Report

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by

Info goBRANDgo

on 12 June 2018

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Transcript of Fit4D go!-Report

Establish new overarching brand (with "cool" name) around chronic disease management
Make Fit4D a product exclusive to diabetes management
Attract more health plans and pharmaceutical brands to company
Scale and grow company to be independent of David
Build clear brand distinction between/intertwine David and company
Experience in working with similar size/type of clients
Similar cultural values and focus
Referred by trusted source
Systematic, brand, marketing, and website process
Have the ability to bring in and collaborate with strategic partners
Strong online capabilities with "in-house" staff to execute
Process driven marketing approach
Marketing with sales expertise and background
Experience collaborating and co-managing projects with internal experts
Focus on efficiency without sacrificing quality
Health Plans
Pharmaceutical Manufacturers
Medical Device Manufacturers
Self-Insured Employers and their brokers
End Consumer with "Pull Through" Strategy
Story and connection with "purpose"
Scalability through technology with "human touch"
Past track record/clinical pathway expertise
Demonstrated improvement to health/quality outcomes and ROI
Sense of partnership
Specialty in diabetes
Customization and product knowledge of "customer's" products/services
Culture and relationships
Compliment existing care
Mission based company
Device Agnostic
GIIRS award
Brand of David
Keep people healthy and taking medication
Experience with under-served and hard to serve population
Not part of corporate priorities
Think they can do it themselves (think they have similar programs in place)
New/Seem small/ lack of brand equity
Only diabetes focused
Don't see value in switching providers/outsourcing
Existing relationships
Cost/Don't understand value
Don't know about Fit4D
Not an approved or recommended vendor
"Cool" new name that attracts/drives new business
Updated brand look, feel, and message to take to market
Expanding service offering outside of diabetes
Engaging Health Plans to improve quality and lower cost
Engaging pharma to improve initation/persistence to their RX while strengthening their brand experience
Brand strategy for David that helps company grow
Nothing
: competitors stake claim to your targeted expansion markets and you have to spend 2x-3x more later to unseat the incumbent with lower odds of success
Hire a "Consultant" or Freelancer
: consultants are great at telling you "what" to do, but not "how" to do it. They also don't execute, just direct. Freelancers are a great lower cost alternative, but you have to lead and direct them. With freelancers you have to have a good internal quarterback who can ensure every deliverable is on brand and consistent.
Creative Shop
: can often take a design-first approach as opposed to working backwards from business goals, which can lead to a very pretty, but strategically ineffective marketing campaign
Handle Internally
: pulling resources away from non-core competency work; vendor vetting & management has a large learning curve and is very expensive
Spread among current staff
: nobody’s job to focus on your growth goals reduces accountability and priority which leads to things being halfway done at best
Hire employee to “run” marketing
: take on additional non-core competency overhead expense - soft costs of time distraction from ownership/management to hire, train, manage with the risk of wrong hire or turnover and having to do it again, coupled with hard costs of salary, taxes, benefits, equipment, space, etc.

Starting Salaries
- Entry-Level: $45,000; Mid-Experienced: $70,000; Experienced: $120,000+
Tradeshow strategy
Customer submissions for presentations
Scheduled meetings at show
Public speaking and industry presentations
Direct "Bulky" mail campaign
PR - be seen as a thought leader in the industry
Search Engine Optimization
Blog posts and submitted articles
Social media engagement strategy
Strategic Consulting
Project Management
Social Media
Written content creation
Website Development
Videographer
Google and online listings expert
Media Pitching
Find out if we have a good handle on your business and goals and are on the right track with our budget and ideas.
Traditional & Online PR
Email Marketing
Marketing Automation Software
Event Planning
Printing
Graphic Design
Survey Design and Implementation
Trade Show Planning
Why We're Here...
1) Your Overall Needs, Objectives, & Goals:
2) goBRANDgo! was invited because we fit
3) Today, to see if we're the right fit...
LEAD
Customer
Audiences:
Why They Buy:
Why They Don't Buy:
Success Looks Like:
Cost of Alternatives:
Our Approach
Brand Platform
Company & Customer Focused Research and Plan
Strategy & Execution
Project Management, Tweak & Repeat, Vendor Management
Creative
Graphic Design Online/Offline
Establish Brand Platform
Awareness & Acquisition of Q^2 Leads & Employees
Nurture & Convert Prospects & Employees
Repeat/Retain/Refer Clients
Vendor List to Execute:
Next Steps:
1. Did we prove ourselves?
2. What concerns do you currently have?
3. Do we look like a good fit so far?

-Report
for
some/part of your buying criteria which is:
Whitepapers with marketing automation
Anonymous visitor tracking
Cultural videos
Employee Engagement Events
Branded "employee stories"
Business Case kit
Quarterly and Yearly reporting and PowerPoint presentations for buyers/customers
Customer/Employee appreciation campaigns
Center of Influence referral campaigns
Trade show engagement process
User path mapping on website
Downloadable Case studies of clients/projects
Infographic of process
Video of culture and team
Video Testimonials of patients
Submit Health Plans for Awards
Industries expertise focus instead of product focus on marketing
Updated marketing collateral
Outbound email campaigns
Paid search campaigns
Industry referral groups
Ads in industry email newsletters
Industry association engagement
LinkedIn group management
Cost adherence calculator
Brand Messaging Exercise
Competitor Analysis
Ideal Client Personas
Value of a New Customer:
Current Closing %:
Growth Goals:
New Client- $300,000-$500,000 (Year 1)
Lifetime value- $3,000,000 (3 Year avg)
Visit to inquiry- ?
Inquiry to Quote- ?
Quote to Capture- ?
??% Top Line Growth
??% Net Margin
XX New Health Plans
XX New Pharmaceutical Companies
Closing Ratio +
# of Opps =
Customers w/
Cost of Acquisition =
Revenue & Profit
Brand Name
Logo
Brand Standards
Full transcript