When communicating in the green industry, one often overlooked and underemphasized target audience is your own sales force and their ability to support your distributor sales force. These tips will help you turn your sales force into brand stewards who consistently convey your brand and product differentiation.
Health care marketing has gotten a bad rap... and rightfully so. You see it all the time: a photo of a nurse or doctor and a headline that reads “More outcomes than any other hospital in town”. Nearly every billboard, print ad, radio spot sounding exactly like that other hospital claiming to be unique. You can’t simply say you’re unique, you have to show it.
Trade shows and events are rare opportunities to meet your target audience face-to-face. You can turn that meeting into a memorable brand connection with some careful planning, creativity and Swanson Russell’s 12-step process.
When we set out to rebrand an iconic Nebraska name, we asked one simple question: Whatcha got cookin? Dorothy Lynch Home Style salad dressing is a staple on dinner tables around here, but we wanted people to know that it’s a lot more than salad dressing. This full-scale campaign – complete with TV, packaging, point of purchase and a new website – introduced Dorothy Lynch fans to a new world of ways to use their favorite dressing.
How can you make your hospital web site stand out from the pack? Resist the urge to cram everything you have to say on the home page. Less is more when it comes to your hospital home page.