A Comprehensive Marketing System:
By: Arman Rousta
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“The business enterprise has
two – and only two – basic
functions: marketing and
innovation…All the rest are
costs.”
- Peter Drucker
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WHAT IS THE 7 PILLARS?
The 7 Pillars of Digital Marketing is
a framework – a map – for the
learning, strategy, budgeting,
execution and analysis of the entire
universe of digital marketing tactics
and techniques.
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The 7 Dimensions of Marketing
Dimension I. Pillars
Dimension II. Modes
(Modalities or Stages)
Dimension III. Levels
(Skills, Expertise – Belts)
Dimension IV. Angles
(4 Majors, 4 Minors)
Dimension V. Markets
(Geos & Demos / Global, Local)
Dimension VI. Industries
Dimension VII. Time
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(Eras)
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The 7 Core Principles
Principle 1. Proactive Time Management
Principle 2. ROI Goal Driven
Principle 3. Holistic
(Timebug)
(Reality-based Inspiration)
(W7 Model, Ethics)
Principle 4. Innovation Driven
(Entrepreneurial Spirit)
Principle 5. Business Intelligence Based
(Scientific)
Principle 6. Organic & Agile Workflow (Resourceful)
Principle 7. Active Knowledge Sharing (Communications)
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Principle 1. Time Mastery
“Your Time is your
Energy is your Life.
Use it wisely.”
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Principle 5. BI
“Your Time is your
Energy is your Life.
Use it wisely.”
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The 7 Pillars of Traditional (1st Dimension)
T-Pillar 1. Content
T-Pillar 2. Branding
T-Pillar 3. Advertising
T-Pillar 4. PR
T-Pillar 5. Sales
(Business Development, Merchandising)
T-Pillar 6. Events
T-Pillar 7. Direct
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(DR, Direct Mail)
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The 7 Pillars of Digital (1st Dimension)
pillar 1. Content
(Copy, Video, Photography, Audio)
pillar 2. Design
(UX, Web Design, Web Development)
pillar 3. Search
(Organic Search – SEO, Organic CSE, Onsite Search)
pillar 4. Media
pillar 5. CRM
(Paid Search, CPM, Affiliate, Retargeting)
(Customer Service, Email Marketing, Contact Mgmt.)
pillar 6. Social
(SMM, Online PR, Networks, Blogs, Games)
pillar 7. Mobile
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1.3 bil
250 mil
300 mil
550 mil
1 bil
7 billion subscriptions; 5 billion users
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“Your Time is your
Energy is your Life.
Use it wisely.”
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The 7 Marketing Personality Types
Type 1. Number Cruncher
(NC)
Type 2. Information Gatherer
Type 3. Hunter
(Sales)
Type 4. Farmer
(Organizer)
Type 5. Idea Man or Woman
(IG)
(IM)
Type 6. Doer
Type 7. Visionary
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The 7 Modes (2nd Dimension)
Mode 1. Brainstorming
Mode 2. ROI
(Ideation, Research, Discovery)
(Budgeting & Goal Setting)
Mode 3. Strategy
Mode 4. People
Mode 5. Tools
(Tech & Systems)
Mode 6. Execution
Mode 7. Analytics
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(BI, Audit & Optimization)
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The 49er Matrix (7x7) - and all of its uses
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The 49er Matrix
Poor
Effective
Average
Not Relevant
MODE 1
MODE 2
MODE 3
MODE 4
MODE 5
MODE 6
MODE 7
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The 7 Levels (D3)
Levels Matrix (Levels x Pillars)
Guru/Master
Expert
Senior Level
Mid Level
Junior Level
Apprentice
Beginner
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Dimension 4. Angles [or Tracks]
“Your Time is your
Energy is your Life.
Use it wisely.”
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The 7 Angles (D4)
Angles Matrix (Angles x Pillars)
Marketing
Creative
Technical
Management
Legal
Financial
Venture
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The Pyramids of Knowledge
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Take Home Assignment
Gather up your marketing team. Prepare to audit your company using the 7 Pillars
model – as well as planning out your upcoming year’s budget.
1. If team is bigger than 7, break out into balanced teams.
2. EITHER (1) Audit the company AND/OR (2) Create a New
Marketing Plan with an X [TBD] budget
3. Use the 7 Pillars model and 49er Matrix to present the
company’s strengths & weaknesses, or vision for the Year
4. Suggested: 2 Hour Breakout; 30 Minutes to present Draft
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Purposeful Marketing
“The best thing about being a cardiac surgeon, is that
you literally touch people’s heart” – Dr. Devi Shetty
Welcome to World-Class, Destination Healthcare.
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Purposeful Marketing
“The best thing about being a cardiac surgeon, is that
you literally touch people’s heart” – Dr. Devi Shetty
Welcome to World-Class, Destination Healthcare.
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Tweet @arousta & #7pillars for free copy of7pillarsdigital.com
book.
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Social Media Overview
There is no question that
patients, doctors and the
entire healthcare
community is embracing
Social Media and
associated Mobile
technology quite rapidly.
This infographic (right), and
the ones following, tell the
story.
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Deloitte has identified six unique segments that comprise the healthcare consumer market
Welcome to World-Class, Destination Healthcare.
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Content Strategy: Topics
1.Inspirational – Dr. Shetty’s vision and compassion as the focal point
2.Sustainability – Health City’s leadership and commitment to it
3.World Class Care – Unique business model, hi-tech facility, patient
experience
4.Medical Tourism – Reinventing the category, gaining recognition
5.Community – Health City’s commitment to Cayman Islands, coverage
of local events, school visits, job postings, training
6.Health Tips – Show consideration for preventative and recuperative
care by posting healthcare advice [from Doctors and Nurses]
7.News & Service Updates – Media Coverage, Doctor views
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Content Strategy: Editorial Calendar
Social Media Execution
1.Twitter – 5+ Actions / Day: Original Tweets,
ReTweets and Conversations
2.Facebook – 2+ Actions / Day: Original Posts, Post
Responses and Moderation
3.Google Plus – 2+ Actions / Day: Original Posts,
Post Responses and Moderation
4.YouTube – 2+ NEW Videos / Month
5.LinkedIn – 2+ Actions / Day: Original Posts,
Group Participation
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Goals: Budgets, ROI & Other KPIs
Be on par with – and eventually exceed – Cleveland Clinic and Mayo Clinic, in terms of
their levels of Social Media engagement and content production.
High-Level goals are outlined below – for a 12-month period –
1.Twitter – 25,000+ Followers, influencing at least 30 new
patients.
2.Facebook – 100,000+ Likes, influencing at least 50 new
patients.
3.Google Plus – 50,000+ Followers, influencing at least 20
new patients.
4.YouTube – 150,000+ Channel Views, influencing at least 20
new patients.
5.LinkedIn – 2,000+ Followers,
influencing at least
50 new
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patients.
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Content Samples / Proposed Actions // Topic: Medical Tourism
{Twitter/Reply: Advocate} To
potential advocates who write about
the promise of Medical Tourism (see
graphic on next page for an
example).
GOAL: Sue Montgomery represents
one of our ideal target personas.
Find, Engage with 100 “Sue
Montgomery” types per month.
ENGAGE BY:
- Retweeting her content
- Replying to her directly – having a
public conversation via Twitter (and
other networks, if she participates
there)
- Request of her to RT Health City
content to her followers, on occasion,
if she doesn’t do so naturally
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Recently Promoted Post
Welcome to World-Class, Destination Healthcare.
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