Stranger in a Strange Land

How to Market Yourself in a New CommunityFrancisco Arredondo, MD MPH

C.E.O. Chief Experience Officer

The basics

--Understanding is one thing and action is another. You can spend years of

understanding your fear of water and still never walk to the edge of the pool and

jump in.—

Barbara Sher

The basics

Liars

Lazy ≠ Hard working≠ Honesty

Who are your customers?

Prosumers

Participative consumers are invited to shape and co-produce the nature of the business

offer

Tina MermiriResearch manager, arts and businesses

“Beyond experience, culture and consumer: The transformation economy”

Customers

Health Care

Providers

Aspirant Parents

Insurance Companie

sEmployers

OBGYNs Urologist

Primary Care

Acupuncturists

Endocrinologist

Oncologist

Customers

Health Care

Providers

Aspirant Parents

Insurance Companie

sEmployers

>10 yrs of graduatio

n

<10 yrs of graduatio

n

Customers

Health Care

Providers

Aspirant Parents

Insurance Companie

sEmployers

RPLDecreased

Ovarian Response

Endo

Specific language LGBT

PCOS Tubal reversal

Fertility Preservati

on

Co-Opetition = Game TheoryCooperation: Creates

Value San Francis Assisi

Cooperate without being a saint

You don’t have to blow the other fellow’s light to let your own shine.

-Bernard Baruch

Competition: Captures Value Attila the Hun

Compete without destroying the opposition

Is Not enough to succeed. Others must fail.

-Gore Vidal

What game is being played?Questions to ask yourself are:

Who are the key players?duopoly game; oligopoly game; etc…

What options are open to the players?pricing game; advertising game; etc.

What goals are the players pursuingmarket share? profits?..

Are goals complementary or conflicting?issues the players agree on, sources of conflict, etc..

What is the time structure of the game?one shot, repeated, simultaneous, sequential, etc..What is the information structure of the game?

information as a source of bargaining strength

Players in Company Value Net

CUSTOMERS(Aspirant Parents)

COMPLEMENTOR

(Acupunturist, financing,

pharmacies,pharmaceuticals)

SUPPLIERS(GE,equipmen

t,culture media, EMR,

etc)

Alternativ

e

supplie

rs for

custo

mers

Additional

suppliers for your

customers

Alternative buyers

for your suppliersAdd

ition

al b

uyer

s

for y

our s

uppl

iers

COMPETITION

COLLABORATION

Transactions(sales)

Transactionpurchases)

Co-OpetitionA player is a competitor if customers value your product less when they have the other player’s

product than when they have your product alone.Pepsi vs. Coke

A player is a complementor if customers value your product more when they have the other player’s product than when they have your product alone.

Bacardi and Coke

Co-Opetition

Cooperation: Creates Value

San Francis Assisi

Cooperate without being a saint

Is Not enough to succeed. Others must fail.

-Gore Vidal

Competition: Captures Value

Attila the Hun

Compete without destroying the opposition

You don’t have to blow the other fellow’s light to let your own shine.

-Bernard BaruchGame Theory

What game is being played?

Questions to ask yourself are:Who are the key players?

duopoly game; oligopoly game; etc…What options are open to the players?

pricing game; advertising game; etc.What goals are the players pursuing

market share? profits?..Are goals complementary or conflicting?

issues the players agree on, sources of conflict, etc..

What is the time structure of the game?one shot, repeated, simultaneous, sequential,

etc..What is the information structure of the game?

information as a source of bargaining strength

Choose a Business Value DisciplineOperational Excellence: Provide the customer with reliable products or services at competitive prices.

Product Leadership: Provide products that continually redefine the stat of the art. Constant Innovation.

Customer Intimacy: Selling the customer a total solution, providing and outstanding customized offer

Price

Pregnancy Rate

Fertility Experience

M. Treacy and F. Wierserma The Discipline of Market Leaders 1995

Be Remarkable

Be Remarkable• You can be cautious or be

creative…But cautious creative is an oxymoron

• Advertising is the cost of being boring

• Safe is risky

Seth Godin: Purple Cow

Be Remarkable

Seth Godin: Purple Cow

Be Remarkable

Seth Godin: Purple Cow

Be Remarkable• Business Cards:

– Picture– QR codes– Unusual material– Piece of converstaion

Seth Godin: Purple Cow

Marketing is about help not hype

--The easiest way to get what you want is to help others get what they want.—

-Deepak ChopraThis applies to ALL players

in company value net!

Players in Company Value Net

CUSTOMERS(Aspirant Parents)

COMPLEMENTOR

(Acupunturist, financing,

pharmacies,pharmaceuticals)

SUPPLIERS(GE,equipmen

t,culture media, EMR,

etc)

Alternativ

e

supplie

rs for

custo

mers

Additional

suppliers for your

customers

Alternative buyers

for your suppliersAdd

ition

al b

uyer

s

for y

our s

uppl

iers

COMPETITION

COLLABORATION

Transactions(sales)

Transactionpurchases)

Marketing is about help not hype

"If you sell something; you make a customer today; if you help someone, you make a customer for life."

Marketing is about help not hype

Sit or squat Stain remover

Marketing is about help not hype

• Give your cell phone….BE AVAILABLE• Offer curbside assistance at anytime• Teach them how to do clomid + IUI• Teach them how to do SA• Do you have a skill they want to learn

OBGYNs

Marketing is about help not hype

• You have bargain chips20 % of you patients do not have

an OBGYN

OBGYNs

Marketing is about help not hype

• Give your CV and cell phone number to all TV and Newspaper journalists

OBGYNs

Ask for referrals and positive reviews

Do it intelligently and with class

Scientifically Validated Ethical PersuasionEthical persuasion seeks to achieve

the following three goals:

1. Explore the other person's viewpoint

2. Explain your viewpoint 3. Create resolutions

An ethical persuasive speech must have all of the following components:

A.Truthfulness of the message B. Authenticity of the persuader C. Respect for the audience D. Equity of the persuasive appeal

1. Reciprocity2. Scarcity3. Consistency and commitment4. Authority 5. Likeability6. Consensus (Social Proof)

Scientifically Validated Ethical Persuasion

Reciprocity: count on payback• Be the first to give (OB new

patients)• Personalized if possible• Unexpected

Scientifically Validated Ethical Persuasion

Scarcity: Be a rare find• The Benefits of what you offer +• What is Unique about your

proposition +• What the stand to Lose if they don’t

use you

Scientifically Validated Ethical Persuasion

Authority:• Are you an expert on something?• Expert Introduction by a teammate.

(Real State Example)

Scientifically Validated Ethical Persuasion

Consistency and commitment:

• Look and ask for commitments that can be made

(Second Option Referral Example)

• 20% reduction on missed appointments example.

Scientifically Validated Ethical Persuasion

Liking:• People similar to us• People who pay us (genuine)

compliments.• People who cooperate with us to

mutual goals

Scientifically Validated Ethical Persuasion

Consensus: social proof• People look at behaviors of others

to determine their own

Scientifically Validated Ethical Persuasion

Passion as Marketing

No passion, no conversation. No conversation, no word of mouth.No word of mouth, no successful business.

Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth

Marketing-Phillips, Cordell, Church and Moore

Passion

“When I hear a man preach, I like to see him act as if he were fighting bees”

-Abraham Lincoln

“It’s more important that you be passionate about what you do all

day than it is to be passionate about the product that is being sold.”

- Seth Godin

Passion as Marketing

•Become familiar•Tell some secrets•We are not in the marketing

business, we are in the peoples business

Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth

Marketing-Phillips, Cordell, Church and Moore

IS ABOUT

THE

PEOPLE,

STUPID!

Word of Mouth Channels

The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace

Keller and Fay 2013

76

2

3

314

2

Mode of Conversations

Face to FaceSocial MediaEmailInstant/Txt MsgPhone Other

Word of Mouth Channels

The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace Keller and Fay 2013

The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace

Keller and Fay 2013

True Wine Story

• One is not enough

• Once is not enough

Specific Pearls to Make People Talk About You

• Be Available!....give your cell phone #

• Refer surgeries to OBGYNs

• Do NOT do pap smears

• Get OBGYNs phone numbers and email

• Get OBGYNs birthdays

Specific Pearls to Make People Talk About You

• Welcome letters to new OBGYNs and primary cares to the community

• Mingle in the OR lounge

• Read about people, measure your medical reading

• Dress well and keep your office clean

Specific Pearls to Make People Talk About You

• Get your team to market for you

• Read about people, measure your medical reading

• Dress well and keep your office clean

• Have office hours in the evenings or saturdays

Specific Pearls to Make People Talk About You

• Give your name to all the TV reporters

• Download all the OBGYNs in your area from ACOG and visit them.

• Build Relationships with OBGYN residents. They are your future referrals

" The master of the art of living makes little distinction between his work and his play, his work and his leisure, his love and his religion. He simply pursues his vision of excellence in whatever he does, leaving others to decide whether he is working or playing. To him, he is always doing both“

-Lao Tzu

Passion as Marketing