B2B Marketing - Guide for beginners

Sales and Marketing is the most used up terminology in the context to B2B Marketing in India. Though all the B2B companies believe in marketing and it is of utmost need, but barely any company ever thinks about analytic. When it comes to finance or human resources, ROI is what every company thinks first, but this doesn’t stand true when it comes to marketing function.

Most of the marketing function decisions are taken blindly or by gut instinct, this sometimes proves, but most of the times such decisions are impractical. Here I have listed down the process of marketing based on by experience and it has helped lot of companies.

Most of the B2B companies refrain from using technology for marketing function and try to run away from it, but they hardly understand that it is the backbone of any function. Having tools like CRM, Social CRM, Social Media Metrics and Marketing Campaign management helps in long way to provide meaningful insights about all the different campaigns. In marketing there is no thumb rule, sometime one of the worst designed campaign works and expensive campaign will hardly give results, so METRICS are important.

With digital marketing most of the companies are rushing towards this new found avenue, with the hope of increase in conversions, but traditional marketing also has it’s positives, it is important to sync it with your CRM.

Disease BRANDING !

Interesting to note, the healthcare industry works in reverse manner. Actually the main reason being, restrictions on advertising in this industry. While, it is also been argued that the Indian consumers hardly get influenced by Pharma Drug / Product advertisements, doctors promoting advts, etc. With the advent of mass media and information age, the consumer has become knowledgeable enough to decide. Now the consumer is the king coz they take their own decisions. In such scenario promoting products becomes very difficult, add to it the launch of more products in the same category creates a very competitive environment for the products/brands to survive.
So then what can be the right medium to promote / publicise Healthcare products?
These products are often managed by Product Managers more experienced in marketing and armed with MBAs. They think only on Rol, exceptionals think about MAR-COM (Marketing & Communication).

It is important to promote the disease category, brand the diseases and inform the consumers about diseases. Some of the important diseases which enjoy Brand status in the market are listed below:

1. Breast Cancer
2. AIDS
3. Bird Flu
4. Headache
5. Sore eyes (Conjuntitis)
6. Heart Attack
7. Dog bite (Rabies)
8. Diabetes Day
9. Blood cancer (Leukemia)

Consumers are aware about these above diseases and its effects. They are empowered with knowledge to understand the symptoms, asking for help, diagnosis and treatment. Mass media gets the credit to promote among the patients/ consumers. Patients often debate with Doctors on possible treatments for these diseases.

The media informs consumers / patients and doctor answers queries, it is a two way process, which creates a lasting impact in the minds of consumers. Branding diseases also helps to create awareness resulting in more patients and diagnosis. Early diagnosis helps to provide early treatment, saving the patients lives.

Now, the time has come for ICMR to soften of restrictions which they had laid.
I won't be surprised if tomorrow patients start performing diagnosis on themselves and consult with the doctor online for help...