Marketing @ BulletinHealthcare How all the tactics fit together to achieve growth Jim McDonough It all starts with the Marketing Plan – the blueprint for marketing strategy & tactics The strategy: • Increase awareness, generate new leads, and retain current clients • Expand the offering • Ensure customer satisfaction The tactics: see inside -> But first - a new positioning statement was crafted as well as a new logo, tagline and brand colors… Kantar data was used for targeting while Salesforce.com was used to track pipeline progress and KPIs. Actually – the combination of Salesforce and HubSpot software allowed for tracking of sales and individual marketing tactic performance. The new website was created with access for advertisers and association partners. With SEO, it is the cornerstone of inbound marketing efforts. A company page was also developed for LinkedIn and Facebook. Superior content (articles) were written to generate awareness and thought leadership. While White Papers Jim authored provided even more in the way of “thought leadership”. Being a leader in the “Value Beyond the Pill” movement opened a new market. The platform delivered digital brand assets of value to target MDs and their patients. Outbound Marketing plays a key role – print and digital ads communicated the value prop in a succinct & compelling way. The digital campaigns helped generate awareness, engagement and lead gen. And with digital, its all about the data! Targeted eMail campaigns – some using video – was effective. …and A-B testing via HubSpot allowed for message and imagery optimization. The innovative “fast draw” video brochure certainly garnered attention – opening up many a prospect’s mind to the benefits of the product… …While specialty “personalized” communications like this one allowed us to tell the story in a highly targeted and stylized way. And in conclusion, PM360 awarded the firm “Most Innovative Company” of 2012 – a testament to the value of and uniqueness of the product.