Following a recent takeover, new market opportunities and the prospect of a brand new website launch, medical equipment and services provider Medserve commissioned Viper Marketing to help create their marketing strategy.
Rather than falling into the trap of getting busy without focus, launching a new website without linking it to other marketing activity, and taking the shotgun approach to business development, Medserve created some time and focus for the team to plan a strategy, facilitated by Viper.
The two stage marketing planning process used two of Viper’s most useful services the Marketing Planning Day and Plotting The Customer Journey.
Step One helped to align business needs for growth and allocation of resources and people with the business plan objectives. Moving step by step through Viper’s faciliated post-it note sessions we helped Medserve to prioritise every communication and marketing activity against both customer and business needs. A key output was a clear and focused timeplan for the coming months that will fast track new business development.
Step Two helped to build customer journeys; the end-to-end customer experience in the customers’ eyes rather than what the business thinks they are providing. The outputs included prioritised step-by-step routemaps for each type of customer, into which marketing, sales, business development and customer support activity and marketing tools are allocated. Different tools for different customers, doing different things… and joining together to meet targets.
‘‘I only have good things to say about Viper Marketing. Neil and his team worked very closely with Medserve to help identify our needs, key messages, audience and create customer journeys. By doing this I now feel that the business has a very clear vision for the future and don’t think we would have been able to produce such a detailed Marketing Strategy without the support and guidance from Viper. I would strongly recommend them to any other businesses looking to create a marketing strategy with a difference!” Amy Ackerman, Medserve