We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
Managing Negative Publicity
Negative publicity is never easy to deal with, especially for health care plans businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy health care plans businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Strategic partnerships offer health care plans businesses a new approach to the marketplace, rooted in the achievement of shared objectives. Under the right circumstances, a strategic marketing partnership can allow two or more small companies to overwhelm the market, effectively negating the presence of a larger competitor.
Social Media Monitoring
Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. All health care plans businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.
Given your interest in marketing and in health care plans businesses, you might find these additional resources to be of interest.
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