Upstream marketing is the strategic process of identifying and fulfilling the needs of existing customers. In the business of healthcare, there are many categories of customers: a customer may be a hospital chief of staff, the medical director of a clinical practice, or a community of healthcare consumer/patients. Each category of customer has different needs and unique relationships with one another that intersect with the services or products you provide.
When we partner with you to improve your upstream marketing, our approach includes identifying the key markets and delving into the needs of the key stakeholders who make decisions about your company’s products or services. We identify their characteristics, pain points, and unique benefit needs. We create integrated market positioning for your company built on the key factors that relate to your product, pricing, distribution, and messaging. And because marketing must ALWAYS be integrated with sales, we map out a typical buying journey for your target customers. That journey is then integrated into downstream marketing plans for revenue growth.