Your lab’s marketing armIs it serious?

Cortex User Group Meeting

Dallas – 2014

Todd “Putting my footrest down” Stabelfeldt206-794-1524

Todd@SolutionsByC4.com

So, I’m complaining to my wife about not finding a lab’s info online…she says “do something about it.”

• My observations• Some strengths I’ve seen• Weaknesses of many• Improvements that can be made• Some ways to approach it

Our Agenda

My Observations• I hear it all the time: “The customer didn’t

know we could even do that for them.”• So, I look it up online…do I find any sign?• For the most part, there is trouble in

matching up what labs can do with what they say they can do

Strengths of Some

• A defined Marketing / Sales team• Management oversight but not interference• Machine to Human – relationship building

• i.e. Hematopathology is a service and a person represents it

Weaknesses of Many• Setting a marketing goal for the year…are you kidding me?

• Matching the goal with best strategy and tactics

• Budgeting for those tactics so they’re not “optional”o Web / social media presence up to speed or even exist?o Current sales material hold water?o Need to attend a helpful awareness / strategy event?

Improvements to Make• Assign quarterly goals to a specific manager

• Map these to the annual main goal

• Support with budget & resources:o Web / social media design and developmento Collateral sheet content refresh writing / designo PR / event attendance / other outreach o Ensure teams (Management, Sales, Marketing, &

IT) are aligned

Way to Approach It • Organization structure?

• Set up to support marketing too…not just sales?

• Need to make some changes, make specific assignment?

• Get the right person on the job and let them work

• Set them up for success:o Executive support of achieving marketing goalso Budgets dedicated and funding supportedo Build internal team support to get behind it all

Questions?