mommyjenlin

So what is Tapestry Marketing? Is it an analogy? Maybe, depending on how you look at it. Tapestry Marketing is a new way of looking at stand-alone hospital and multi-hospital system marketing. It encompasses the “traditional” aspects of marketing, but acknowledges the special needs of hospital, the interplay of physicians and their influence on the process, patient insurance coverage and limitations, the needs of the consumer and the healthcare organization. Tapestry Marketing is new. You will not find it in any text books. It is not taught in graduate school. It is a concept. A philosophy of marketing that is designed to cut through the clutter and bring a hospital or multi-hospital system out of the run an ad, hold a community program, send a newsletter marketing mentality. Tapestry Marketing is learning how to weave a colorful, comprehensive, integrated multi-channel marketing program that drives brand, generates revenues and dominates the competition. A methodology to achieve ma...

The future belongs to marketing specialists, not generalists. If I were starting my B2B marketing career today I would think about becoming a specialist in one of two areas. These are areas of marketing execution and measurement that may seem narrow, but will be deep enough to be the foundation for a specialized career. Narrow and deep is the key to success. Be the one person at your company that really knows how to provide: 1) "Forensics". Be the specialist in how to data-mine the activity inside a B2B sales force automation system. Become your company's expert in turning those data into analysis, and then turn the analysis into actions on how to change the marketing activity that impacts all phases of that sales pipleine. OR (not AND !) 2) "Measurement Agility". The traditional execution of a marketing program or campaign follows a long arc of time from concept to content to production to media execution to response and to results. Digital and social media a...