Marketing Against The Grain Listener Q&A with HubSpot CMO and SVP, Kipp Bodnar and Kieran Flanagan
Jul 19, 2022
The hosts tackle intriguing marketing dilemmas, like how to effectively reach both doctors and patients. They share strategies for engaging physicians, discussing the importance of recognition and tailored events. A unique two by two matrix is introduced to define marketing positioning, emphasizing storytelling for startups. Tips for smaller companies highlight leveraging distinct strengths to compete with larger firms. Listeners can learn to craft compelling content that resonates with their target audiences.
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Episode notes
Target Physicians Directly
- Market directly to physicians, not patients, when selling medical products.
- Focus on what physicians value, like recognition and referrals.
Engage Physicians Differently
- Create regional awards or referral networks to engage physicians.
- Consider their entrepreneurial spirit and focus on practice profitability.
Effective 2x2 Matrices
- When using 2x2 matrices, make the opposing descriptors as different as possible.
- This forces tougher choices and better differentiation.