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Economy
and Marketing
The Marketing Phenomena of a Sluggish
Economy (Article by Mr. Helmut G Flasch, CEO Doctor Relations
Inc) When business is not quite as good as expected
or in other words there is a recession, a great executives
start looking where their respective business could cut
some costs. After long and arduous looking, they find
that most costs can hardly be cut. After all we need to
pay rent and cannot just move into smaller space, which
initially would cost tremendous amount of money ...
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Recall
Program
RECALL PROGRAM Recall is a
subject every doctor has heard of and to some degree knows
that it is important. Then why is it not working for so
many doctors? Is the message bad? With some doctors
yes, but even the worst message could make you thousands
of dollars every week! I repeat – even the worst message
could make you thousands of dollars every week!
The reason is the same than with most other marketing
programs – or for that matter with almost anything ...
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Users
Play Doctor Dot-com
With a full 80 percent of American
Internet users searching for at least one of 16 health
topics online, the activity is only slightly behind using
e-mail (93 percent) and researching products (83 percent).
The Pew Internet & American Life Project estimates
that as of the end of 2002, roughly 93 million Americans
were "health seekers" — Internet users who search
online for information on health topics whether they are
acting as consumers, caregivers, or e-patients — marking
a ...
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A
Lesson from Picasso
A LESSON FROM PICASSO In many services–overnight
delivery, dry cleaning, fast foods–the “product”
of the service has become a commodity, and commodity pricing
rules prevail: To the low–priced go to the spoils.
But in millions of other services, pricing is not–so–simple
matter of “What Will the Market Bear?” A lot,
it often seems. A friend marvels at his older brother,
who earns a million dollars a year telling companies like
...
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Fallacy:
Failure is Failure
FALLACY: FAILURE IS FAILURE Few
phobias are more widespread than the fear of failure.
But what is failure? Robert Townsend, who helped mastermind
Avis’s dramatic turnaround in the 1960s, said two
of every three decisions he made were wrong. America’s
best pro basketball teams lose the basketball every
three minutes without even getting up a shot. The legendary
golfer Ben Hogan said that in eighteen holes, he usually
hit only two or three balls exactly as he had ...
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One
Thing Most Experts Don't Know
ONE THING MOST EXPERTS DON’T KNOW
Most companies in expert services–such as lawyers, doctors,
and accountants–think that their clients are buying expertise.
But most prospects for these complex services cannot evaluate
expertise; they cannot tell a really good tax return,
a clever motion, or a perceptive diagnosis. But they
can tell if the relationship is good and if phone calls
are returned. Clients are experts at knowing if they
feel ...
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Fallacy
- There'll Be a Perfect Time
There’ll Be a Perfect Time (The Bedrock
Theory) The too-typical planning effort
can be illustrated by the fable of Bedrock Wheel company.
Some Neanderthals were working on developing a wheel.
Design toiled on different concepts – oblongs, rounded
rectangles, and so forth – while Planning was considering
some market applications. Design finally created a prototype:
a perfect circle. Sales and marketing gushed. They knew
they had a unique product with a huge ...
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Fallacy
- Patience is a Virtue
DOCTOR RELATIONS INC BULLETIN September
25 2003 Excerpt from marketing guru Mr. Harry Beckwith’s
book “Selling the Invisible” Chapter: Fallacy:
Patience Is A Virtue (The Shark Rule) Most people
believe that organizations work on the principle of inertia:
Organizations tend to stay as they are, either at rest
or in motion. But it appears that organizations actually
are subject to the law that governs sharks: if a shark
does not move, it cannot ...
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