Do you ever wonder what separates the “good” from the GREAT?
Michael Jordan is recognized as the greatest basketball player.
Tiger Woods has achieved, and continues to pursue, greatness in golf.
It’s argued that Michael Phelps is the greatest Olympic athlete.
Each of these sports “greats” have been able to create and re-create their stories.
Having this same ability to create and re-create your winning story will determine your marketing success.
Let’s explore the agile marketing process and learn how.
Market Research: Starts Your Agile mHealth Marketing Story
What separates the great athlete… the Michael Jordan, a Tiger Woods, a Micheal Phelps… from a good athlete?
Hours and hours of jump shots, hitting range balls, and laps in the pool. Great athletes are disciplined to put in the hard work. This is their 1% advantage. Great athletes realize the 1% advantage translates into winning.
You can not achieve greatness without putting in the hard work. Market research is hard work.
The hard work of creating your marketing story is identifying, understanding, and developing a clear picture of your Buyer Personas. Listen to and join in the conversation your Buyer Personas are having on Linkedin, Twitter, Google+, industry blogs and forums, and live industry events.
Understanding the thinking, the concerns, and the desires of your Buyer Personas comes from paying attention to the questions and topics that keep coming up. Your marketing stories are fueled with the information your marketing research uncovers. Use the insights, interests, goals, and pain points you discover from your listening and observation to create meaningful stories that connect with your Buyer and End-User Personas.
Content marketing using powerful stories provides interesting, entertaining, and useful information to your Buyer Personas. Your marketing stories are intended to instill confidence and inspire action within your audience.
Keep in mind, market research is an ongoing part of the agile process. You are continually iterating the process of listening and communicating. You keep refining your understanding of your Buyer Personas until you achieve your desired business objectives.
Launch Your Agile mHealth Story
Mobile technology moves fast. The face of health care is changing at a rapid pace.
You must embrace speed to compete in mHealth. You must get your story out there before it’s perfect.
Fortunately with online marketing you can obtain reactions to your story almost immediately in social media, on blog comments, interaction on videos, chat features on webinars, or doing a panel Google+ Hang Out discussion. You have the tools and the ability to quickly test the messages of your story and get instant feedback.
You have the ability to engage Buyer Personas and ask them to take the next step. Launch your story before it’s ready, before you have all the answers. This begins the process of building relationships with prospective buyers. Launching gives you the data you’ll need to re-create, refine, and optimize your story.
Optimize Your mHealth Story for Results
After you launch your story, now it’s time to take a breath and slow down. Evaluate reaction to your stories. Take time to analyze the data and your metrics.
What were the accomplishments? What parts of your story worked and what didn’t work? Did your story resonate with certain Buyer Personas? Perhaps the hospital CMOs loved your story, but it failed to connect with the Information Technology staff?
To improve results, you collaborate with your team to determine what parts of your marketing story need modification.
Armed with the data, feedback, and modifications, you prepare an optimized version of your marketing story. You re-create and re-launch, once again triggering the feedback loop from your market.
Leverage and Amplify Your mHealth Story
Once you know your marketing story resonates and connects with your Buyer Personas, now you are in a position to invest in content initiatives, marketing, advertising, and media with confidence. You leverage those messages and media outlets that you know work. You use social media to spread and amplify your story. You encourage clients to share their success stories resulting in credibility leverage fro your business.
Keep Telling Your mHealth Marketing Story
Michael Jordan retired from basketball, tried baseball, and returned to basketball to win three more NBA Championships. Tiger Woods returned to the winning golf tournaments once again last year. Michael Phelps racked up 22 Olympic medals over three Olympic Games.
Winning in sports… and in business… isn’t a once and done thing for the best.
In the mHealth space, the winners will emerge from those who put in the hard work, tell their stories, and keep re-creating, refining, and improving their marketing game.
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