Objectives & Marketing Strategy

Design and develop first class, engaging and effective printed and digital sales collateral to support the Surfmed team with business development efforts throughout the sales cycle.

Marketing Strategy & Tactics:

Successfully selling DME contracts to health care networks is all about building relationships with key decision makers and demonstrating added value in order to stand out as a supplier. Green Dot can help Surfmed with custom marketing communications for each phase of the sales cycle.

1. Engagement
2. Presentation
3. Follow up

For the engagement phase, it’s important to quickly connect with the prospect and stand out from competitors. We suggest the following tactics:

1. Direct Mailer
2. Website

Sending a direct mailer to a short list of prospects, along with existing tactics such as sales calls and referrals will drive qualified traffic to the website and generate sales leads. Most prospects tend to visit the website early on during the engagement phase. Capitalizing on this first impression with clear messaging and confidence inspiring design is of key importance.

Green Dot suggests building an informational website, pitching managed DME supplier services for healthcare organizations instead of featuring specific products in a retail environment. The site will require a series of pages to ensure sufficient content is available to demonstrate specialization, scale and scope. A retail store can be added at a later time.

The primary purpose of the site it so motivate prospects to contact Surfmed via phone or the website contacxt forms. Once a prospect makes contact, that lead should go into a CRM and an email address should be collected. This allows for marketing automation to assist with the follow up protocol by sending pre-written email communications at key points in the sales cycle. Not only does this save time, it improves the effectiveness of entire effort.

In addition, Green Dot will help Surfmed identify and adopt suitable third party software platforms to track, automate and analyze the performance of the sales team, marketing agency, and sales channels, as well as lead quality and conversion rates.

We recommend the following platforms

1. PipeDrive – CRM for sales team
2. ActiveDemand – email automation, phone call tracking, marketing dashboards

Phase 2 of the project focuses on supporting Surfmed with making an effective presentation to prospects that have agreed to meet. Whether by screen share / phone conference, or in person, a well designed presentation deck keeps the conversation on track and helps present the capabilities of the organization consistently, while the sales brochure summarizes key talking points and serves as a leave-behind.

1. Presentation Deck
2. Sales Brochure

Green Dot creates a custom Powerpoint or Keynote sales presentation that can be edited by the client, yet has professionally designed graphics and transitions. In addition, the sales brochure can be sent via courier after a remote presentation, or accompany an in-person meeting.

Phase 3 is all about effective follow up. Marketing Automation can be a big help here. From retargeting ads to drip emails and even monthly promotional emails to both clients and prospects help Surfmed stand out and stay top of mind.

Green Dot suggests exploring the following:

• Modern, mobile responsive informational website
• Sales brochure
• Presentation Deck
• Multimedia Movie (for website and presentation deck)
• Email Drip Marketing – prospects
• Monthly promotional email – prospects & clients