Strategic Marketing vs Tactical Marketing

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Strategic Marketing vs Tactical Marketing

• Strategic Marketing has to do with what you say,
  how you say it and who you say it to. In other
  words, its the content of your marketing
  message.
• Tactical Marketing is the execution of your
  strategic marketing plan as far as generating
  leads, placing media, creating marketing tools,
  and implementing a follow up system. In other
  words, its the medium your message is delivered
  in.

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• The distinction between strategic and tactical
  marketing is huge.
• Most people think that when you talk about
  marketing youre automatically talking about
  tactical marketing placing ads, generating
  leads, sending out mailers, attending health
  fairs, creating brochures, implementing a follow
  up system, and so forth.

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• What they fail to realize that the strategic side
  of the coin what you say, how you say it, and
  to who you say it to is almost always MORE
  important than the market medium WHERE you say
  it.

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What Marketing Is Supposed To Do

• Capture the attention of the target market.
• Facilitate the prospects information gathering
  and decision making process.
• Lower the risk of taking the next step in the
  sales cycle.

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• Human nature demands that we always make the
  best decision possible.
• Buyers want to have the unshakable confidence
  that theyve made the right choice.
• Your job is to help them do that.

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Inside Reality Outside Perception

• Inside Reality your Inside Reality is the
  actual value you bring to the marketplace. This
  is based on your product or service, your
  quality, your staff, your systems, your service,
  etc.
• A good Inside Reality can be developed by
  anticipating patient wants and needs and
  developing your business to meet them.

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• Outside Perception Your Outside Perception is
  the way your business/clinic is viewed by
  prospective patients.
• This is based on any communication you have with
  them. Advertising, marketing, sales efforts all
  from your Outside Perception.

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Problem

• Most businesss Inside Reality Outside
  Perception dont match up.

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