3. Using the marketing mix
to exceed objectives
Proposition
Audience understanding
DMU model
AIRDAC / AIDA model
Product
Whole product
Noise / reaction
Prop and channel =
customer driven
Place Alt channel
considerations
Promotion
Channels
Price
Value release
Servant & leader of
commercial team
Creativity, Curiosity, Respect
Relevant, differentiated,
credible
Demand
Segmentation
SWOT
Uncover the need
Brand
4. The science is knowing the models.
The art is knowing which one matters.
9. at minimum, VRT must manage the augmented
product
*especially important in B2B “partnership” purchases e.g. 10-15 year SGRT contracts
Potential product* Future advances, scalability, evidence, application expansion
10. Value Proposition
For <<segment>>,
<<product>> delivers value
by providing <<key benefit
/ short list of benefits>>.
Unlike <<main
competitor>>, it
<<differentiator>> as
demonstrated by <<proof
point>>.
Relevant
Credible
Different
iated
12. Pricing (when there are no competitors)
Per customer:
# patients
affected
Value of
differences in
treatment path
1/3 PRICE
QUALYs, Additional
referral revenues,
time savings, etc
Indication analysis
Our fair share of
value created
Sony Minidisc player
People buying new linacs / not buying new linacs
Application – SGRT versus AlignRT, changes in mix over time, where do we have delays in the sales pipeline
Application: Who do we focus on recruiting to events, who do we advertise to?
Application: First job – interesting tech, box worked. But no training / protocols / usage / reimbursement etc = bound to fail
Application: One chance to make a first impression. Struggled to do this with AlignRT, very clear with SimRT versus RPM.
Application: Long experience as a salesperson and working with sales. Different roles, timescales, expectations, but the perfect chemistry is doing your part well so you can ask your counterpart to do the same.
