Audience Analysis

Is “B2B” an outdated term?

18 February 2010

Thanks to the magic of Google, I ran into a new blog that focuses on healthcare and marketing, among other things. The author, Chris Lindgren, posed a question regarding a label I use all the time: B2B. Do businesses really market to businesses, or should we think of our activities as businesses marketing to individuals: [...]

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Interview with a CFO: Tips for health B2B marketers to influence CFOs

27 January 2010

CFOs might not consume all your marketing with rapt attention, but they do notice. How do you get them to notice you more?

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Interview with a CFO: Three B2B principles for pitching a hospital CFO

22 January 2010

An appointment with a hospital CFO is an essential opportunity to move your prospects toward closing. When a salesperson reaches this level, sales leaders can’t go it alone: they need marketing support.

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Interview with a CFO: What does he care about marketing?

20 January 2010

CFO’s aren’t necessarily marketers, but they are business leaders. They understand that bringing in revenue isn’t just about offering services; they need to generate demand for those services. That’s where the marketing department comes in.

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In the hospital budget crunch, CFOs want value for their dollar

18 January 2010

Staying with the topic of “what’s on the CFO’s mind?”, I came across this article this morning from September of 2009. In it, a 3M HIS executive shares this nugget: “When I sit down with hospital CFOs and CIOs these days, the recurring theme is value,” says Ray Terrill, senior vice president at 3M Health [...]

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Interview with a CFO, Part 2: How does a CFO create value?

15 January 2010

CFOs have incredible responsibility: keeping a hospital in the black, making sure their facilities can pay their employees, creditors and investors. That takes more than just pencil pushing and cost cutting.

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Interview with a CFO: What does a hospital CFO worry about?

12 January 2010

I sat down with a friend of mine who also happens to be a hospital CFO. My objective was to try to understand how a CFO makes purchasing decisions. This post will discuss the issues my CFO friend and others like him worry about.

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