Conversion Marketing: Creating a Sales Funnel that Delivers Results

For medical devices and pharma manufacturing companies.

Transcript

1. Conversion Marketing: Creating a Sales Funnel that Delivers Results Kelly Neagu – Director of Marketing
2. Buying Stages Leads ATTRACT NURTURE CLOSE DELIGHT Customers Advocates Visitors Strangers Content about prospect’s interests Match prospect need with company solution The right offer at the right time Drive satisfaction and brand advocacy 1 2 3 4 Content Marketing moves prospects through the buying stages.
3. Segmentation Who are our customers? • Orthopedic Surgeons • Health Care Providers • Administrators • Payers • GPOs Across what channels? • Private Practice • Hospitals • Networks VOC: Insights Challenges Requirements
4. Persona Development (VOC) PAIN POINTS MESSAGES TOPICS & CONTENT PIECES FEATURES & BENEFITS NAME AGE JOB EXPERIENCE INTERESTS M/F GOALS & ASPIRATIONS
5. Voice of Customer Program VOC Insights Challenges Requirements Brand Perception Surveys Advisory Board Usage Data Customer Satisfaction Monitoring
6. • Which customers will we drive outcomes for? • What outcomes are valued by customers? • What outcomes will drive sustainable growth? • How will we engage and “activate” customers? • How will we measure and manage? Outcomes-Based Content
7. Customer Matrix Stranger Visitor Lead Customer Buying Stage Advocate Topics & Issues
8. Microconversion (by Segment) STRANGERS VISITORS LEADS CUSTOMER • Outcomes information • Office decompression • Continuity programs • Sales Rep cold call • Search results • Referrals • Valuable downloads • Valuable services • Patient education • Promos • Demos • Discounts • Testimonials/Stories • Rewards program • Volume discounts ADVOCATE DELIGHT CLOSE QUALIFY ENGAGE ATTRACT GET TRAFFIC GET CONTACT GET DETAIL GET SALE GET ADVOCATE AUTOMATE
9. Customer Example: Physician Stranger Visitor Lead Customer Buying Stage Advocate Dr. Matthews: Knee OA Outcomes: OA bracing is considered a “non- invasive treatment;” can delay surgery. Searches for “OA knee bracing;” views animation on Breg.com about OA braces. Signs up to receive in-office patient education materials. Lead forwarded to sales rep; receives demo; places order for Freestyle OA braces. Sends his patients to Breg.com/OA to learn about how offloading braces work.
10. Customer Example: Surgeon Stranger Visitor Lead Customer Buying Stage Advocate Dr. Dougherty: Hip Replacement Outcomes: hip bracing helps prevent hospital readmissions: $250K Medicare fine. Hears about study abstract; goes to Breg.com for outcomes literature on Breg hip bracing. Asks for a demo of hip brace; lead forwarded to sales rep. Likes brace and QR Code instruction video on brace; places order with sales rep. Tracks readmissions data with positive results; shares with colleagues.
11. Selling to the C-Suite 1. Traffic to Leads 2.Leads to Customers 3. Cost per Lead 4. Cost per Customer Unique Visitors New vs. Repeat Visitors Traffic Sources Referring Websites Popular Pages Bounce Rates CTA Performance Keyword Performance Search Rankings Inbound Links Cost Per Click Click-Through Rate Traffic from Search Referral Sources Blog Subscribers Audience Size & Growth Engagement Subscribers Click-Through Rate Sharing & Forwarding TRAFFIC SEO PPC BLOG SOCL EMAIL KEYS TO ROI
12. Kelly Neagu Director of Marketing Breg Contacts Thanks Content Production Komotion Resources http://komotion.com/physician-content-marketing/ http://komotion.com kelly.neagu@gmail.com Kelly Neagu (Ford)