Oct 16, 2017
Have you wanted to show an innovative idea but weren’t sure how
to get it approved? Lesly Marban, Chief Marketing Officer of
Medline Industries, Inc. shares key insights in this interview on
how her company approaches marketing over 350,000 products
including why starting with the customer’s needs first is so
important. Find out how to innovate and communicate effectively to
sales, get ideas approved with leadership and create content that
gets remembered in this interview.
7 Unique Ways to Market to Internal and External
- Always start by placing the customer’s needs
first. Whether your company has many products or one, the
marketing approach is more effective when you work backwards from
the customer to the products.
- Use experts to provide customer
insights. In a changing industry like healthcare, it
is important to have people who understand customer behaviors and
also what the overall landscape looks like for things like
reimbursement and trends in the marketplace.
- Deliver marketing information in a consumable
format. Lesly shared how she discovered the benefit of
using a podcast to share information with the
- Communicate product information using video.
When employees see products being used or hear testimonials they
retain the information.
- Create a unique experience for company events.
One way to make a national sales meeting more memorable is to have
a fun theme for employees. Lesly gave an example of employees and
their families were able to share in the experience.
- Get approvals faster by knowing your audience.
Talk with key stakeholders before making a presentation and find
out who carries weight in making decisions and who might be a
detractor. Align yourself before the presentation with an advocate
who can help move your idea forward behind the scenes.
- Win leadership support with a proof of
concept. It is always better to test out something on a
small sale first. When you are able to demonstrate the impact
of an idea, engagement or strategy, there will be a greater chance
that the idea will be approved on a bigger scale.
Favorite Resource: Four Disciplines
of Execution by Chris McChesney and Sean Covey on managing a big
team. For more information about Medline Industries: www.medline.com
If you are looking to attract, connect and engage with your
target audience, reach out to
me I love hearing from you! Find more interviews, tips and
advice at www.rockyourtradeshow.com
Credits: A big thanks as always to Christy Haussler
and Team Podcast