Business to Doctor (B2D)

Are you ready for B2D?

Any marketer can define B2C and B2B communications. But how comfortable are you with B2D?

B2D is my shorthand for business-to-doctor communications. (In this case, “doctor” is used to represent any medical practitioner or administrator.) It’s a specialized field, with some unique challenges.

In many respects, effective B2D is like any targeted marketing communications campaign: you need to get the right message to the right people through the right channels. To do that effectively, though, you need to first understand the distinguishing features of the B2D world. Here are three of them:

Doctors are very literal. The kind of wildly abstract concepts that make for great consumer ads will often be met with confusion in the B2D space. If you’re talking about a surgical product, you’ll likely need to show a surgical setting. That said, doctors are people, too. So it is possible to play to the emotional side of your product’s benefits, and even do so in a clever way. We once created an ad that featured a surgeon with an “I <3 ” tattoo on his arm. Not only did it have stopping power, it appealed to the reader’s sense of loyalty for what we were promoting. We then substantiated that loyalty with key facts and figures. Which leads us to the next point.

Doctors need data. Maybe all doctors are originally from Missouri, because “show me the data” is always on the tip of their tongues. As a result, declarations without proof will be dismissed. Vague assertions will be severely questioned. So you need to give them the facts in order to make your case. Doctors may not always want to read the clinical studies behind your claims, but they do need to be shown that they exist. Consider providing clinical summaries in an easy-to-digest format to more conveniently give them what they want. Those studies will also help you with the third B2D distinguishing feature.

You can’t fool the regulatory reviewers. You can try to be as clever as you want, but when your copy goes through regulatory review, it will be scrutinized. It will be edited. It might even be decimated. There are a few useful tricks—like prefacing marketing claims with qualifiers such as “could possibly”, “is designed to”, “may potentially help with”, etc. But the bottom line is this: don’t say it if you can’t substantiate it. To help things run as smoothly as possible, take the time upfront to create a messaging matrix and have it approved by regulatory. Then, every piece you develop from there on is more likely to be a winner in everyone’s eyes.

Just remember: B2D “could possibly” be challenging. But it “may potentially” be very rewarding, too.

To learn more about Martino Flynn’s healthcare marketing capabilities, please call 585.421.0100.

Blogger Relations

A New Approach to Blogger Relations

They have tens of thousands of loyal readers, impressive website traffic, and social media followings that tower beyond some A-list celebrities. I’m talking, of course, about bloggers.

For a time, it was a known practice to pitch bloggers as you would traditional journalists. You may have packaged up a nice pitch, included some digital assets, and offered samples where possible—but expectations have dramatically changed.

If your brand is hoping to build credibility among niche audiences, blogger relations is the way to go—if you go about it correctly. So what are bloggers looking for? Here are three main components to a successful blogger partnership.

Content. Did you notice we referred to bloggers as partners? That’s because behind retail and brand sites, bloggers are among the top five most trustworthy sources on the Web today. Brand loyalty takes time, and while many brands may just opt for higher budgets on digital advertising, consumers trust bloggers more than advertisers (no surprise here).

When developing your campaign, think of ways to incorporate bloggers early on and ask for their advice. They have an ear to the ground with your audience and they’re interacting with them every day. Partner with the most influential bloggers to drive content for your campaign before you even go live. Find out what works, what types of contests and giveaways drive the most traffic, and what types of content resonate the deepest and result in the most buzz. Is it an expert’s opinion? Perhaps a series of mini-blogs or vlogs with unique tips and tricks? The bloggers will be able to tell you what will work and what won’t, and what they’ll need from your brand to get it done well.

Social Media Tie-Ins. Let’s be honest. We all love attention on social media. But for bloggers, website traffic determines how much money they are able to secure from advertisers, and social drives that traffic considerably.

When developing your campaign, make sure your brand not only has a strong presence on social media, but also is capable of handling an influx of engagement during the blogger’s campaign. Giveaways and contests generate massive amounts of chatter, and your brand needs to be ready to respond, retweet, like, share, etc. Help send even more traffic to the blogger’s site, and you’ll earn yourself a long-term partnership, and a very happy blogger who will go above and beyond for your brand.

Advertising. “But why should I pay a blogger?” I hear this question a lot. Bloggers aren’t traditional journalists in the sense that they have an editor and work for a publication that pays them—but they do work for themselves. Many as much as (if not more than) full-time journalists. Each blogger is his or her own editor, journalist, copywriter, search engine optimization strategist, and social community manager.

A blogger partnership that will yield the most impressions will require an investment. Most bloggers will have a “fee,” but some will develop special campaign agreements depending on what you’re trying to accomplish and how much content is to be developed.

The blogger dynamic has changed so much over the past five years. In a content-rich world, the influence of affluent, active, engaged bloggers has changed the way brands approach online communications, and, in some cases, their entire online strategy. Don’t just mass pitch hundreds of bloggers and cross your fingers that they’ll cover your brand. Pick a handful of highly targeted bloggers and develop an online campaign that will generate chatter and brand loyalists. Ready to dive in? Contact our social media team today and we’ll get your brand into the conversation.

To learn more about Martino Flynn’s blogger relations and social media capabilities, contact Katie D’Arcy at kdarcy@martinoflynn.com.

Global Pet Expo

Global Pet Expo: Making the Most of Your Show Experience

Each year, Global Pet Expo attracts thousands of pet retailers and manufacturers to Orlando, Florida, for the pet industry’s largest annual trade show. In 2014, the event showcased nearly 3,000 different booth exhibits, and launched more than 3,000 new pet products. When the Martino Flynn team hits the Global Pet Expo 2015 floor on March 4, here are three techniques we recommend exhibitors and attendees use to maximize their show experience.

Think Outside the Show

More often than not, exhibitors only focus on their booths and the at-show experience, and forget about two crucial show periods: pre- and post-show. Communicating with key stakeholders, clients, and the trade show audience before the show starts can be instrumental in having a successful show. For exhibitors looking to drive buzz and traffic, traditional tactics–such as pre-show direct mailers and/or emails–provide efficient and affordable ways to reach targets. If you’re looking for more interruptive methods, hotel room drops are always available–although the cost is often higher, and the reach is generally lower. If you have a key group of clients or customers, it never hurts to invite them off the show floor for a special experience such as golf or an evening out. Following the close of the show, it’s important to follow up with any leads or key contacts within two weeks. Again, traditional tactics can provide efficient ways to reach this audience.

Make a Floor Plan

If you’re attending Global Pet Expo as a retailer or buyer, it’s easy to be overwhelmed by the vast number of booths on the show floor. To stay focused, make a list of the “must visit” booths before you attend, and be sure to stop by these locations early in the day on the first or second day of the show. Not only will you be more energized and alert early in the morning, but show staff will be, too. While the first two days of the show are often the busiest, it’s also the time when most of the key executives and other decision makers attend, so stop by a booth early if you are looking to set appointments with members of these groups. After you have visited your “must visit” booths, give yourself time to browse the show floor, especially the New Products section. The New Products area is full of unique and exciting items, and is a nice break from the hustle and bustle of the booth area.

Sample Strategically

For exhibitors, providing samples can be a good way to drive trial of new products–but it can also become expensive. To avoid the “open cash drawer” of samples, consider both quantity and quality of what you are distributing. Is it better to have a large amount of a low-value item, or a smaller quantity of a deluxe sample? A more deluxe sample, such as a full-size product, should be reserved for a higher-value attendee, one who has expressed sincere interest and a true desire to try and use the item. Low-value items, such as sachet packs, are better suited to mass sampling, and could easily be distributed on an info card or in a dump bin. And don’t forget the media – this key group will be looking to sample your products, which, in turn, opens up the opportunity for press and editorial coverage.

The Martino Flynn team is excited for the 2015 Global Pet Expo–we hope to see you there!

To learn more about Martino Flynn’s pet category capabilities, contact Rose Feor at rfeor@martinoflynn.com.

Video Content

Shoot Once, Edit Often. Producing Cost-Efficient Video Content.

Producing cost-efficient video doesn’t have to mean cheap. Cheap is when someone in your organization encourages you to use your iPhone and some free downloadable editing software to create a do-it-yourself video for your sales team, or worse yet, a customer presentation.

Visual quality is very important; however, there is more to producing a successful video than the equipment used to create it. Strategy, messaging, and planning, along with visual quality, will make your video the most effective and cost efficient. That’s where a professional can add the most value.

Video content is in higher demand than ever before. It may have a short viewing cycle, but could potentially be seen by thousands.

According to a survey by DigitalSherpa:

  • A Website is 50 times more likely to appear on the first page of a search engine result if it includes video content.
  • The average Internet user is exposed to approximately 32.2 online videos per month.
  • 75% of executives watch work-related videos on business websites at least once a week.
  • 90% of consumers say that seeing a video about a product is helpful in their decision-making process.

With these statistics, it’s imperative to continually serve up fresh video content online. You’re being challenged to produce more videos to stay relevant. While your marketing budget is likely decreasing, the demand to quickly turn around high-quality video content is increasing. Therefore, we recommend the “shoot once, edit often” approach.

When we’re asked to produce a project for a client, we always take into consideration what else can we get — aside from the material for the current assignment — while we’re on-location to build up a video library for a client. Conducting extra on-camera interviews and shooting some additional footage of a client’s facility or products for future use is not only a smart use of our time, but it now makes the initial assignment more cost efficient for our client. We’re starting to create the valuable video assets needed for additional projects.

Often, a client will request a video that needs to be turned around quickly to support a customer presentation, an analyst meeting, or a trade show, but because of timing and costs, getting on an airplane to produce something isn’t an option. However, having created a library of strong and relevant video content allows us to turn a video around quickly and cost efficiently. Using existing footage with the addition of a new script, music, and some motion graphics, we can create a new video in days, not weeks.
If one production can create four to five unique videos, then that’s the smart, cost-efficient approach that we can offer our clients.

Shoot once, edit often — and create more for less.

To learn more about Martino Flynn’s broadcast, traditional, and integrated Web video capabilities, please contact John Marianetti at jmarianetti@martinoflynn.com.

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