Stranger in a Strange Land
How to Market Yourself in a New Community
Francisco Arredondo, MD MPH
C.E.O. Chief Experience Officer
The basics
--Understanding is one thing and action is
another. You can spend years of understanding
your fear of water and still never walk to the
edge of the pool and jump in.—
Barbara Sher
The basics
Lazy
Liars
≠ Hard
working
≠ Honesty
Who are your customers?
Prosumers
Participative consumers are invited to shape
and co-produce the nature of the business
offer
Tina Mermiri
Research manager, arts and businesses
“Beyond experience, culture and consumer: The transformation
economy”
Customers
Aspirant
Parents
Health Care
Providers
Acupuncturists
OBGYNs
Insurance
Companies
Employers
Primary
Care
Oncologist
Endocrinologist
Urologist
Customers
Aspirant
Parents
<10 yrs of
graduation
Health Care
Providers
Insurance
Companies
>10 yrs of
graduation
Employers
Customers
Aspirant
Parents
Decreased
Ovarian
Response
Specific
language
Insurance
Companies
Health Care
Providers
RPL
PCOS
LGBT
Fertility
Preservation
Endo
Employers
Tubal
reversal
Co-Opetition = Game Theory
Cooperation: Creates Value
San Francis Assisi
Cooperate without being a
saint
You don’t have to blow the
other fellow’s light to let your
own shine.
-Bernard Baruch
Competition: Captures Value
Attila the Hun
Compete without destroying
the opposition
Is Not enough to succeed.
Others must fail.
-Gore Vidal
What game is being played?
Questions to ask yourself are:
Who are the key players?
duopoly game; oligopoly game; etc…
What options are open to the players?
pricing game; advertising game; etc.
What goals are the players pursuing
market share? profits?..
Are goals complementary or conflicting?
issues the players agree on, sources of conflict, etc..
What is the time structure of the game?
one shot, repeated, simultaneous, sequential, etc..
What is the information structure of the game?
information as a source of bargaining strength
Players in Company Value Net
CUSTOMERS
(Aspirant
Parents)
Transactions
(sales)
Transaction
purchases)
C
O
M
P
E
T
I
T
I
O
N
SUPPLIERS
(GE,equipment,
culture media,
EMR, etc)
C
O
L
L
A
B
O
R
A
T
I
O
N
COMPLEMENTOR
(Acupunturist,
financing,
pharmacies,
pharmaceuticals)
Co-Opetition
A player is a competitor if customers value your product less
when they have the other player’s product than when they
have your product alone.
Pepsi vs. Coke
A player is a complementor if customers value your product
more when they have the other player’s product than when
they have your product alone.
Bacardi and Coke
Co-Opetition
Cooperation: Creates Value
Competition: Captures Value
San Francis Assisi
Attila the Hun
Cooperate without being a
saint
Is Not enough to succeed.
Others must fail.
-Gore Vidal
Compete without destroying
the opposition
You don’t have to blow the
other fellow’s light to let your
own shine.
-Bernard Baruch
Game Theory
What game is being played?
Questions to ask yourself are:
Who are the key players?
duopoly game; oligopoly game; etc…
What options are open to the players?
pricing game; advertising game; etc.
What goals are the players pursuing
market share? profits?..
Are goals complementary or conflicting?
issues the players agree on, sources of conflict, etc..
What is the time structure of the game?
one shot, repeated, simultaneous, sequential, etc..
What is the information structure of the game?
information as a source of bargaining strength
Choose a Business Value Discipline
Operational Excellence: Provide the
customer with reliable products or services
at competitive prices.
Price
Product Leadership: Provide products that
continually redefine the stat of the art.
Constant Innovation.
Pregnancy Rate
Customer Intimacy: Selling the customer a
total solution, providing and outstanding
customized offer
Fertility Experience
M. Treacy and F. Wierserma The Discipline of Market Leaders 1995
Be Remarkable
Be Remarkable
• You can be cautious or be
creative…But cautious creative is an
oxymoron
• Advertising is the cost of being boring
• Safe is risky
Seth Godin: Purple Cow
Be Remarkable
Seth Godin: Purple Cow
Be Remarkable
Seth Godin: Purple Cow
Be Remarkable
• Business Cards:
–
–
–
–
Picture
QR codes
Unusual material
Piece of converstaion
Seth Godin: Purple Cow
Marketing is about help not hype
--The easiest way to get what
you want is to help others get
what they want.—
-Deepak Chopra
This applies to ALL players
in company value net!
Players in Company Value Net
CUSTOMERS
(Aspirant
Parents)
Transactions
(sales)
Transaction
purchases)
C
O
M
P
E
T
I
T
I
O
N
SUPPLIERS
(GE,equipment,
culture media,
EMR, etc)
C
O
L
L
A
B
O
R
A
T
I
O
N
COMPLEMENTOR
(Acupunturist,
financing,
pharmacies,
pharmaceuticals)
Marketing is about help not hype
"If you sell something;
you make a customer
today; if you help
someone, you make a
customer for life."
Marketing is about help not hype
Sit or squat
Stain remover
Marketing is about help not hype
OBGYNs
• Give your cell phone….BE AVAILABLE
• Offer curbside assistance at anytime
• Teach them how to do clomid + IUI
• Teach them how to do SA
• Do you have a skill they want to learn
Marketing is about help not hype
OBGYNs
• You have bargain chips
20 % of you patients do not have an
OBGYN
Marketing is about help not hype
OBGYNs
• Give your CV and cell phone number
to all TV and Newspaper journalists
Ask for referrals and positive reviews
Do it intelligently and with class
Scientifically Validated Ethical Persuasion
Ethical persuasion seeks to achieve the
following three goals:
1. Explore the other person's viewpoint
2. Explain your viewpoint
3. Create resolutions
An ethical persuasive speech must have all of
the following components:
A.Truthfulness of the message
B. Authenticity of the persuader
C. Respect for the audience
D. Equity of the persuasive appeal
Scientifically Validated Ethical Persuasion
1.
2.
3.
4.
5.
6.
Reciprocity
Scarcity
Consistency and commitment
Authority
Likeability
Consensus (Social Proof)
Scientifically Validated Ethical Persuasion
Reciprocity: count on payback
• Be the first to give (OB new patients)
• Personalized if possible
• Unexpected
Scientifically Validated Ethical Persuasion
Scarcity: Be a rare find
• The Benefits of what you offer +
• What is Unique about your proposition +
• What the stand to Lose if they don’t use
you
Scientifically Validated Ethical Persuasion
Authority:
• Are you an expert on something?
• Expert Introduction by a teammate.
(Real State Example)
Scientifically Validated Ethical Persuasion
Consistency and commitment:
• Look and ask for commitments that can be
made
(Second Option Referral Example)
• 20% reduction on missed appointments
example.
Scientifically Validated Ethical Persuasion
Liking:
• People similar to us
• People who pay us (genuine) compliments.
• People who cooperate with us to mutual
goals
Scientifically Validated Ethical Persuasion
Consensus: social proof
• People look at behaviors of others to
determine their own
Passion as Marketing
No passion, no conversation.
No conversation, no word of mouth.
No word of mouth, no successful business.
Passion Conversation:
Understanding, Sparking, and Sustaining Word of Mouth Marketing
-Phillips, Cordell, Church and Moore
Passion
“When I hear a man preach, I like to see
him act as if he were fighting bees”
-Abraham Lincoln
“It’s more important that you be passionate
about what you do all day than it is to be
passionate about the product that is being
sold.”
- Seth Godin
Passion as Marketing
•Become familiar
•Tell some secrets
•We are not in the marketing business,
we are in the peoples business
Passion Conversation:
Understanding, Sparking, and Sustaining Word of Mouth Marketing
-Phillips, Cordell, Church and Moore
Word of Mouth Channels
Mode of Conversations
14
2
3
Face to Face
Social Media
Email
Instant/Txt Msg
Phone
Other
3
2
76
The Face-to-Face Book:
Why Real Relationships Rule in a Digital Marketplace
Keller and Fay 2013
Word of Mouth Channels
The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace
Keller and Fay 2013
The Face-to-Face Book:
Why Real Relationships Rule in a Digital Marketplace
Keller and Fay 2013
True Wine Story
• One is not enough
• Once is not enough
Specific Pearls to Make People Talk About You
• Be Available!....give your cell phone #
• Refer surgeries to OBGYNs
• Do NOT do pap smears
• Get OBGYNs phone numbers and email
• Get OBGYNs birthdays
Specific Pearls to Make People Talk About You
• Welcome letters to new OBGYNs and
primary cares to the community
• Mingle in the OR lounge
• Read about people, measure your
medical reading
• Dress well and keep your office clean
Specific Pearls to Make People Talk About You
• Get your team to market for you
• Read about people, measure your
medical reading
• Dress well and keep your office clean
• Have office hours in the evenings or
saturdays
Specific Pearls to Make People Talk About You
• Give your name to all the TV reporters
• Download all the OBGYNs in your area
from ACOG and visit them.
• Build Relationships with OBGYN
residents. They are your future referrals
Passion as Marketing
" The master of the art of living makes little
distinction between his work and his play, his
work and his leisure, his love and his religion. He
simply pursues his vision of excellence in whatever
he does, leaving others to decide whether he is
working or playing. To him, he is always doing
both“
-Lao Tzu