1. Marketing Strategy Discovery Meeting
Concept Presentation for Advanced Plan for Health
1/14/2019
APH Concept and Discovery Meeting

2. APH Concept and Discovery Meeting
Agenda
Background
Concepts
Implementation
Pricing
1/14/2019
APH Concept and Discovery Meeting

3. APH Concept and Discovery Meeting
Background
Needs, Goals and General Information for APH
1/14/2019
APH Concept and Discovery Meeting

4. APH Concept and Discovery Meeting
Background
Overview
Problem: Population Health Management (PHM) is correct, but too broadly defined market. There is too much noise from non-competing vendors/providers in this market.
Value: APH product offers a compelling ROI (NPV, payback period, etc.) value
Need: APH needs defining and impactful branding/messaging to generate more sales leads and help close sales.
1/14/2019
APH Concept and Discovery Meeting

5. APH Concept and Discovery Meeting
Concepts
APH Identified Needs
Succinct and impactful way of defining role in PHM and benefit to clients.
Busy trade show schedule with 20 shows through to October.
Four shows will feature larger 10x10 layouts, others will utilize smaller footprint for table displays.
How to sell to companies that already have case/disease managers.
1/14/2019
APH Concept and Discovery Meeting

6. APH Concept and Discovery Meeting
Background
APH Services and Value
APH Nurse Navigator can work in place of or supplement CM/DM to yield improved benefits & cost reduction.
Large yet always positive ROI range (400+ %).
No client has achieved less than 400% ROI.
Create individualized health plans with integrated savings based on health spend as APH reaches beyond just Wellness Programs and Case Management.
1/14/2019
APH Concept and Discovery Meeting

7. APH Concept and Discovery Meeting
Concepts
How to position APH in the Market Place
1/14/2019
APH Concept and Discovery Meeting

8. APH Concept and Discovery Meeting
Concepts
Overview
Branding and Marketing Concept is the core messaging (words & graphics) with which APH presents itself to prospects and the market as a whole.
Spans all collaterals and other representative media (website, business cards, PowerPoints, etc.)
Needs to be succinct, impactful, and relevant to audience
Needs to differentiate APH as a unique service provider
1/14/2019
APH Concept and Discovery Meeting

9. What Pulls People to Your Website
Organic Website Traffic Growth
What Pulls People to Your Website
Good content (“Content is King”)
Design content for site visitors, not Google
Make content informative and engaging
On-Page Search Engine Optimization (SEO)
Proper HTML construction
Avoiding keyword saturation
Create unique title tags and content for each page
SEO-friendly URLs
1/14/2019
APH Concept and Discovery Meeting

10. Design Guidelines for Your Website
Organic Website Traffic Growth
Design Guidelines for Your Website
You have about 4 seconds to interest someone with your website that they found via a search
Your have about 30 seconds to tell someone what you do and how you can serve them
Use free tools from Google and Bing to index and monitor your site
Have an effective mobile/tablet website
Keep you audience in mind (e.g. Spanish translation)
1/14/2019
APH Concept and Discovery Meeting

11. Marketing-Driven Traffic Growth
1/14/2019
APH Concept and Discovery Meeting

12. The Other Side of the Equation
Driving traffic to your website will help boost your ranking - significantly
Don’t get lost in the noise – an estimated 1 billion+ new web pages are published every day
Inbound marketing and traditional marketing activities can drive people to your website
Inbound links (links from other websites to yours) will help drive traffic to your site and increase your PR
1/14/2019
APH Concept and Discovery Meeting

13. An Example of Inbound Marketing in Action
Cumming Lawn Service
Went Live October 9th
Ranked ~90th when searching for ‘cumming lawn service’
Presently still ranks only ~53rd
Ranking was boosted by inbound marketing from LinkedIn, The Patch (Cumming edition), Yelp, etc.
1/14/2019
APH Concept and Discovery Meeting

14. Local Inbound Marketing Resources
EZLocal
InfoSpace
Findlocal
Foursquare
Genie Knows
Geodelic
GetFave
Go2
CitySquares
CitySlick
CitySearch
YP.com
Yelp
Manta
Kudzu
Local
Zagat
BizWiki
AnyWho
Angies List
Company.com
Facebook
Google+
LinkedIn
Pinterest
Groupon
Etc.
1/14/2019
APH Concept and Discovery Meeting

15. Basic Website Marketing Goals
Ensure address & phone are prominent on website
Have a Google+ page. Get people to post reviews on your Google+ page.
Build a social media audience in other areas like Facebook, LinkedIn, etc.
Do basic on-page SEO (headings, content, etc.)
Motivate your audience with call-to-actions
Use free tools like Google Analytics and Google Webmaster
Work on getting viable backlinks
1/14/2019
APH Concept and Discovery Meeting