Thursday, October 6, 2011

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 )