Celebrate the New Year with a... Marketing Calendar?

I get the impression that most people view marketing plans as something they know they are supposed to have but probably gets pushed aside until very last minute... or until never. I'm willing to bet that most small businesses don't have have one that they actually use.
(If your company still doesn't have a working marketing plan, please send me an email. I will send you an easy, 5-step guide for creating a marketing plan!)


Today, I'd like to focus on a very under-used part of a marketing plan: the marketing calendar. Even if you're still struggling with the details of your marketing plan, a marketing calendar can help you turn talk into action.


Start by gathering your marketing team to talk about what you need to accomplish in the upcoming year and be sure to include talk about how your year is structured. For example, we know that patient deductibles are renewed in January and (usually) met by December, which means Q4 is a great time to focus on accessories and follow up with patients. We know holidays like Mother's Day, Father's Day and Grandparent's Day are great times for gift giving and may be a good time to target cash sales to caregivers/families. Also think about how your company operates: are there times of the year when certain products sell more? Are there any big events taking place this year that may require marketing? Take advantage of that information in your marketing!


Once this discussion gets going and ideas are flowing, start plugging details into the calendar. Put the important and non-flexible dates in first so you can work around them. Be sure to note holidays, marketing themes, product focuses and sales. List the marketing materials you will need, including how much production time you will need to execute them. (For example, if you are running an ad in the newspaper be sure to find out when the ad is due to the publication and how much time you need to put it together.) This will be a living document for you to use as a tool - don't be afraid to move things around and change your mind a few times in the process!


Your marketing calendar can be nothing more than a theme for each month or detailed enough to contain the whole year's media buy. The important part is to include enough information to keep your team on task and make sure it keeps you on top of your marketing. And if you have any questions, call me: 248.227.6930

Social Media: Bridging the Gap Between Rhetoric and Reality

If you had asked me five years ago, I would have had mixed feeling about social media. I would have told you about making sure you had someone dedicated to keeping up with your social media, explained the benefits educating yourself about how it works before you decide it's a good business tool and I would have asked you if your customers were actually using social media. Whether you're a tech geek or swear you'll never be tethered to a smart phone, we now live in a social media world. As with any new technology, there are new rules of engagement, vocabulary words and tools to master. Here are a few tips to feel more comfortable dipping your toe in the social media waters.

Know How to Use Your Tools

Facebook. Twitter. Blogs. LinkedIn. Forums. If you aren't familiar with any one of the social media tools you have been hearing about, it's time to do a little homework. Start by searching online: visit the websites, read articles, watch "how-to" videos. I also recommend a tutoring session from your kids, niece or nephew, tech-savvy friend, intern, co-worker, IT guy, etc. They use this stuff everyday and know how it works! Though each avenue of social media is similar, each one works in a slightly different way - which is part of what makes things confusing. All the more reason to do your homework! Once you understand the "what" of social media, it's time to figure out the "how." Find out how your customers and competitors are using social media. Between the "what" and "how" you will start to see how social media fits into your marketing plan.

Remember To Have a Conversation
It's very easy to start treating social media just as we've treated traditional media: output only. Successful social media is a dialogs between people and businesses so try to think of your Tweets as ice breakers, conversation starters and stories rather than billboards, advertisements and hard sells. Don't expect to post bath safety product coupons on your company blog and find an instant spike in cash sales. Your goal should be develop relationships that will translate into sales. You may also want to ask your customers for feedback: check out these 7 tips!

Get a Smartphone
If your budget permits, arm yourself with a smartphone. (If not you, whoever handles your social media.) Trust me, this will help make you a social media mogul!

Cross Your T's, Dot Your I's
It's important to understand a few of the responsibilities that come with social media. For example, business Facebook pages are slightly different than personal Facebook pages. Using a personal Facebook page for business violates the term of use and could potentially shut down your page. Also, the same marketing guidelines outlined by Medicare apply to social media so be sure any coupons or promotions you tweet/post are compliant. When in doubt, check with your lawyer!

Put Yourself Out There
For years we've been warned about the risk of sharing information online but this in one case where I urge you to share some of yourself with the internet. If you haven't already, get a Facebook account. Get a Twitter account. Subscribe to a blog or two. Comment in a forum. You will learn much more quickly by doing than observing so just start doing! It's only a few clicks away...

Internal Marketing Works

Internal marketing refers to the way you "sell" your company to its employees. Communication is the foundation of successful internal marketing. Your brand is created by all the people who make your company work from day to day: customer service reps, drivers, sales reps, receptionists, clinicians, purchasing, warehouse... Every interaction they have with a patient/referral/vendor is an opportunity to enhance your brand. It is important that each person understands the brand positioning of the company they work for and what it means to them - and that can only happen when it is clearly communicated.

Take the time to think about how marketing translates to each department. Obviously your sales reps will be armed with marketing materials to explain who you are and what you do. What about the receptionist? When patients or referrals call, are they greeted in a way that is consistent with impression the sales rep created? Try making small changes in the way you communicate branding throughout your company by simply paying attention to the details of everyday business. It can help to put yourself in the place of the patient, referral, vendor or co-worker and ask: "How would I want to be treated/spoken to/managed in this situation?"

The best bet is to make the internal marketing train-of-thought part of your everyday routine. If you make a marketing decision that affects your customer service department, don't forget to keep them updated. If your drivers will be handing out marketing materials on their route, help them understand the role they play. I like the way Virgin Group chairman Richard Branson explains internal communication in a recent article about time management:

"You can build good communications into your company's DNA by ensuring that discussions are built on openness, clear language, and a willingness to listen to everyone who has something to say, from the person at reception to your top manager. Make sure that people's curiosity is encouraged. If they have made a good suggestion and have seen results in the past, your employees will ask questions and be persistent, which will help them to solve problems they encounter."

This type of communication is a long term investment into the culture of your company. If you're hesitant about applying the idea of internal marketing, just start small and you will get the hang of it. And if you would like some help getting started or would like ideas for how to incorporate your marketing efforts company-wide, please don't hesitate to get in touch with me! 

(P.S. I recommend reading the rest of the Branson article. He doesn't have his own Caribbean island because he's bad at business!)

iSad / Remembering Steve Jobs

Yesterday the world lost Steve Jobs.

My heart goes out to his family, friends and colleagues who are, no doubt, feeling his loss the most. Steve Jobs was no ordinary man and in death, as in life, his legacy is felt by thousands. 

Technology has become so prevalent in our lives these days - we argue Apple vs. Microsoft, iPhone vs. Droid, laptop vs. desktop - yet we rarely stop to remember the minds behind the machines. For me, the imagination and determination of Mr. Jobs directly affects my life every single day. I create marketing pieces on my Apple laptop, I communicate with an iPhone, I stay motivated by my giant music collection in iTunes. Quite frankly, many of his ideas are what made it possible for me to start my own company! 

While for some it may be about these products alone, I choose to recognize the innovation behind them. Innovation that changed the world. Steve believed our purpose in life is to "leave a dent" in the universe - he certainly accomplished that one! I'll go ahead and take that as a challenge to make my own dent and challenge you to join me by making yours.

Thank you Steve Jobs... you will be missed.

(Note: The photo above is a screen shot from Apple.com )

Element #4 - Don't Get Bullied By Your Budget

It's the six-letter word that can feel like a four-letter word: BUDGET! Planning a marketing budget can be difficult, especially if you're just getting your feet wet. But don't let your budget bully you into making poor strategy decisions for your marketing plan. Below are a few tips to help you be boss of your budget:

1. Set a budget early in the process. Once you start spending money on marketing, it's easy for expenses to snowball. Make sure you (and your team) are on the same page about your budget. Is it annual? Quarterly? Is it solely for marketing costs? Who approves expenses?

2. Shop around. Once you have an overall budget in mind, it's important to research the cost of materials. (You may want to do with while creating your initial budget figure...) Remember that design, printing and advertising costs will vary greatly. Keep in mind that many of the vendors you work with for your marketing materials could have extra fees for revisions, design work or proofreading. Try to contact at least 3 vendors for each new project to compare pricing and services.

3. Your budget is not too small. Don't get me wrong... there will be times when your budget will limit what you can do, however, doing zero marketing because of a small budget is no excuse! From social media to online printing, technology has been great for marketing; it means you have many tools available with cost-effective solutions. Don't let your budget keep you from greatness.

4. Ask a lot of questions. Marketing is a very diverse and creative field which means there are a lot of ways to do the "right" thing for your business. If you have questions, ask. There are no dumb questions! VGM is a great resource and, as always, you can contact Anna at Laboratory Marketing.

The Devil in the Details: Keep Marketing Pieces Focused

"I don't have a lot of money to advertise so I'm just sending out this one flyer."

"That's ok," I replied to this small business owner, "What are you trying to accomplish with this flyer?"

It seems like a simple question with a simple answer: get more business! Yes... and no. 'Yes' because growing your business is the entire point of marketing in the first place. 'No' because "getting more business" is much too general for the outlined goal of a specific marketing piece. Let's use football as an example. Much like each play on the field is part of a strategy to win the game, each marketing piece is a tool to reach your marketing goals. One play won't accomplish enough to win an entire game. One flyer won't communicate everything about your business at once.

Though it is tempting to "get more bang for your buck" by cramming every piece of information possible onto the postcard or flyer you are sending out, the reality is that a cluttered or unclear marketing piece can fizzle out fast. Remember that you are trying to carefully lead people to your business, not ambush them! When it is time for you to develop a new marketing piece it is important to define its purpose:

1. Who will be receiving this?

2. How will they be reading it? (email, in your office, online, mailed to their home?)

3. What do you want them to do with it?

Questions 1 and 2 are easy. Question 3 requires a bit more effort. The best rule of thumb is to decide on a singular purpose for the marketing piece. The are 4 basic categories I recommend using for HME or Home Care companies:

- Brand Awareness: Who you are, What you do, What sets you apart

- Promotional: Sale, Raffle, New Patient Offer

- Event Planning: Grand Opening, Open House, Fundraiser

- Educational: Condition Specific Products, Product Awareness, Accessories

Putting out more focused marketing pieces will provide more effective communication to customers as well as force your marketing team to be clear about their goals. If you need some help jump-starting your marketing materials or have some questions about streamlining, please let me know! I'm always happy to talk with you...

Passion in People

Today's blog post is a reflective one. When you are in the business of people, sometimes it's just good to take a minute to remember why we do what we do in the first place.

The most recent issue of Fast Company magazine included an article about a man named Vasu Kulkarni and his company, Krossover. Talented in both basketball and computer programming, Kulkarni created a way to bring high quality, yet inexpensive, analytical tools to high school and college level athletic programs. It is clear that Krossover was built from passion and a belief in the positive effect of athletics.


Thinking about all the successful DME and Home Care companies I've read about or had the privilege to work with, there is one important factor that rings true with all of them: focus on quality patient care. As you well know, the medical world isn't one for people who see the world in black and white because every decision we make impacts the kind of care patients receive. From clinical details to billing, ABNs to education, each part of your business touches your patients in some way. 

So make it a great week and keep focusing on your patients - it's amazing what a little passion in people can do!

Element #3 - Always Adapt

It's officially trade show season. The VGM Heartland conference wrapped up last week and Medtrade will be here before we know it. It's no surprise that much of the buzz is about competitive bidding, audits and technology. The home care industry, especially DME, is in a time of transition that can be enough to make your head spin... 

Change can be scary, however, it is also inevitable. Instead of finding yourself frustrated, try to see each new challenge facing your company as an opportunity to adapt - and succeed! 

For example, when Medicare dictates you communicate more with patients about refills/supplies, get your team together and start brainstorming. You will come up with an idea, that idea will become a plan, that plan will become action. If your course of action doesn't accomplish your goal or meet your expectations, it just means the formula isn't quite right yet. Use your team to help identify strengths and weaknesses of the plan, readjust your actions and move forward.

Sure, that may seem too simple but remember that "simple" and "easy" are not the same thing. Simple planning strategies are what enable you to cut through the clutter of worry and stress in order to focus on overall goals, to adapt. Besides, if it were easy everyone would do it and you aren't just anybody, right??

Element #2: Contacting Your Medicare Patients: Dot the I’s and Cross the T’s

Contacting patients is essential to both the success of your patients’ care and the success of your business. Strong communication with patients will help strengthen the patient/provider bond by keeping them updated with clinical and promotional information. While masterminding your strategy for patient communication, remember that part of developing effective lines of communication means understanding the limitations. Though Medicare is now encouraging providers to maintain regular contact with patients regarding supplies/refills, it is easy to be confused by the “do’s and dont’s.”

For example, a section of the Social Security Act prohibits unsolicited telephone contact by suppliers. One of three conditions must be met in order to contact a Medicare patient by phone. Section 1834 (a)(17)(a) of the Social Security Act states:

(A) In general—A supplier of a covered item under this subsection may not contact an individual enrolled under this part by telephone regarding the furnishing of a covered item to the individual unless one of the following applies:

1. The individual has given written permission to the supplier to make contact by telephone regarding the furnishing of a covered item.

2. The supplier has furnished a covered item to the individual and the supplier is contacting the individual only regarding the furnishing of such covered item.

3. If the contact is regarding the furnishing of a covered item other than a covered item already furnished to the individual, the supplier has furnished at least one covered item to the individual during the 15-month period preceding the date on which the supplier makes such contact.

Common sense may tell us that being a patient implies consent to be contacted by you, however, the law is not so black and white. As far as I am concerned, requirement number one, listed above, is the simplest way to avoid potential pitfalls when calling patients: get their consent.

The single best way to get patient consent is to just ask. When new patients come to you, have them fill out a consent form. Let them know how they will benefit from communication with their health care provider and assure them their contact information is secure. Existing patients can be asked to complete the form upon their next visit, the same way insurance information is updated. By openly collecting contact information and consent, you not only meet the Medicare requirements, you also take the first step to building patient trust and communication.

If you have any questions about how to contact patients or need help putting a consent form together, please send an email and I will be happy to talk with you!

P.S. There are also federal guidelines about contacting people through email. These guidelines apply to everyone, not just Medicare patients, but the solution is the same: Get consent.

The Golden Rule of High Gas Costs

We are all painfully aware of the increased cost of fuel and sometimes there is no choice left but to pass some of that increase on to customers. Just last week I read an article on the HME News website about high gas prices impacting delivery and shipping costs for providers.

Obviously no one wants to pay more for the same goods and services; informing your patients of higher rates, even just a few cents, can feel like a balancing act. It is important to keep them informed yet you want to keep them happy. Though it may not seem like it, this is a mini marketing exercise for you! Any time you have communication with a customer there is an opportunity to strengthen or weaken your brand. If you do have to increase pricing due to fuel costs, be up front with patients. Let them know you are actively monitoring costs to continue to provide a level of service they have come to expect from your company. 

However you deliver your message (email, statement stuffers, phone calls, etc.) the most important element is to be clear in your communication. Building trust with customers is important for repeat business. If you are ever in doubt, use The Golden Rule: Picture yourself as the patient. Would you be satisfied with your own communication? If your answer is "yes," then you're probably on the right track. If your answer is "no," readjust... or get a hold of me!

Element #1 - Read, Read, Read

I was fortunate to have some great teachers along the way who exposed me to articles and books written by philosophers, psychologists, politicians, scientists and artists. I didn’t always agree with the opinions I read but, among other things, it taught me there are always multiple sides to every issue.


The same is true with marketing. Marketing is a buzz word right now which means there is a lot of information from a lot of sources. Read everything you can - even if it doesn’t seem to relate to you, even if you disagree with what you read. If you are new to marketing, reading will help to familiarize you with some of the basics. If you’re already a pro, reading will keep you current and spark some new ideas. Simply ‘Googling’ topics and searching through the results is a great place to start. Here are a few of my favorite resources to get you started:

HME Business (April 2011) Editor's Note

HME Business
More likely than not, you are familiar with HME Business. There is plenty of information on their website and you can also subscribe to the magazine for free. It isn’t dedicated to marketing but mentions it frequently. In fact, the April 2011 issue Editor’s Note (written by editor David Kopf) is all about ramping up HME marketing efforts.


Marketing Profs
This website has a wealth of information broken down into brief, easy to understand articles. Sign up for a free membership, you will learn a lot!


Entrepreneur - Sales & Marketing Section
Dedicated to small business, this website has a lot of information for business owners about marketing and beyond. The Sales & Marketing section contains resources from how (and why!) to create a marketing plan to tips for improving your social media.


You’re doing all this reading... but now what? Start applying your new marketing savvy to what you’re already an expert in: your company. If you get excited by a sales idea you read about, ask yourself how that works for your patients. Did learning about company blogs interest you? Start writing about topics relevant to your patients or referral sources. Just remember to trust yourself. If you get stuck, send me an email!

Find Your Formula

I’m a science nerd at heart. Before discovering marketing & design, I started my college career on the path of a biology major so it’s no surprise my approach to marketing is a bit, well, scientific.


Marketing strategy is like a chemical formula: a series of elements mixed together in specific amounts, sometimes at specific times, to create a desired end result. All the vehicles for marketing - advertising, brochures, social media, promotions, etc. - are like the elements in your formula. The trick is experimenting with the combination of elements until the result is just right. I created Laboratory Marketing to help other people discover how to experiment, how to find their formula.


Be sure to look for the articles tagged with “elements” on the Laboratory Marketing blog. Coming soon, there will be a series of articles on the focusing on different tips, tricks and suggestions you can incorporate into your marketing strategy. If you ever have any questions about what you read here, please leave me a comment or send me an email!

Jumping In

I quit.

It's funny how two little words that seem so final, so permanent, can leave so much to question. But that's what I did. I quit. I quit my full-time, steady paycheck, sit-at-my-desk marketing job to pursue this new adventure I've called Laboratory Marketing.

As any good business owner knows, one of the first rules of marketing is to know your target audience and "everyone" or "people who need it" are not going to cut it. Laboratory Marketing is focused on the medical community, especially home/durable medical equipment companies. I've worked on national automotive accounts, launched an energy drink, created campaigns for universities, promoted a brewery but there's something about the HME industry that seems to be calling. 

I will admit it's a little scary. (My husband will probably tell you the same thing...) But beyond that initial scary is only excitement! There are two things I love most in my professional life: one of them is marketing. It only makes sense to share it with "people who need it," right?

I'm jumping in with both feet. Stick around... it's going to be a great journey! 

And if you're one of those "people who need it," what are you waiting for? Send me an email!