Building Competitive Immunity™ for Marketers
Do we automatically become “strategic” when promoted to a marketing position? Strategy is a key skill for all successful product marketers. A baseline understanding of strategic concepts is the logical beginning for any marketing curriculum. The strategic process however, is indeed a powerful and often misunderstood discipline. Confusion abounds regarding the utility and even the value of strategic thinking and strategic planning. More often than not, many team members assume that “others” handle strategy while “we” tactically implement. Perhaps we consider the strategic process as one with too long a window towards the future while we need to think more short term for bottom line results. There is significant value in understanding the power of strategy at every functional level within the marketing organization.
The purpose of the session is to provide a primer for all participants who begin the product marketing experience. Additionally, one must consider the impact of current healthcare market trends on marketing strategy. Without a fundamental understanding of current healthcare economic trends, marketing strategists may not arrive at optimal strategic positions. The challenge facing today’s marketers and all healthcare sales and marketing organizations lies in its ability to understand these changes from the perspective of their customers, and turn these new challenges into marketing opportunities within the customer’s environment. This understanding will also assist in product positioning in a way that will minimize vulnerability to the competition.
BCI™ for Marketers focuses on:
- Understanding the “Three Prerequisites” to Strategy.
- Demystifying Strategy and simplify its power and utility.
- Understanding the synergy found in clear alignment of Objectives-Strategy and Tactics.
- Examining the Strategic Interdependencies that exist between all Marketing Team members and why Strategy is important to all members of the team, regardless of job function.
- Understanding how change and healthcare industry business trends impact customers, your global organization as well as individual Product Teams;
- Understanding and developing more strategic action plans to manage and direct product management, resources and business activities in key market segments;
- Completing a competitive market analysis in order to develop proactive tactics that create the ability to set the buying criteria for a particular competitive opportunity in key market segments;
- Learning to make business decisions and trade offs for key market opportunities to determine where the return on investment for actions will be the greatest;
- Explore the value of developing a strategic mindset for career growth and personal satisfaction.
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