Marketing for the Orthotic & Prosthetic Profession
May 2007
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To all my survey takers, THANK YOU!
I appreciate your taking the time to provide feedback.

I get a weekly Guerilla Marketing tip from Jay Conrad Levinson (the father of Guerilla Marketing.)

This week's tip:

"Marketing is a process, not an event. Whether your entire marketing budget measures in the low three figures or your internet marketing budget alone is larger than the GNP of half the members of the United Nations, marketing is every bit of contact any part of your business has with any segment of the public."

And, since successful marketing hinges on being able to communicate effectively...

Sender, Message, Receiver
You're lips are moving but all I hear is blah, blah, blah

Marketing 101 says that the sender is responsible for the receiver getting the intended message.
If the receiver gets the wrong message or misunderstands, it's because the sender failed to communicate the message properly.

However, in order for the sender to compose the message so that it will be understood, they need to practice active listening.

If you want to be a better communicator at work (and at home) here's a great article on active listening from bnet (the go-to place for management tools online.)

Why is Active Listening important?
(Well, the Ossur Affiliated Facilities fiasco comes to mind.)

Human interaction is fraught with miscommunication. Both at work and at home, it can lead to hurt feelings but at work those hurt feelings can lead to:

  • lawsuits (people don't sue people who are incompetent, they sue them for not listening)
  • lost income (patients, customers, clients, referrers go where they feel like they are understood)
  • employee turnover (same as above)
Busy, multi-tasking people can be narrowly focused on a clear set of goals and are convinced that they know the best way to achieve them. These people have little patience or time for listening to others, appreciating different points of view, or gathering new information - even though it may be critical for them to objective their objective.
  • Patient satisfaction (fit, comfort, function)
  • New product/service development or introduction
  • Closing a sale
  • Recruiting a new employee

How do you know if you're not an active listener?
  • You Don't Pay Attention (You think you already know what the other person is going to say.)

    Active listeners make a point of concentrating on what the other person is saying, getting a full understanding of the context and reason for their communication, and withholding judgment until they are ready for a response.

  • You Project Your Own Values onto Others

    Our values and beliefs are so deeply ingrained that it is sometimes difficult to imagine anyone feeling any different. But assuming that everyone has the same values and motivations is a common source of confusion when trying to build rapport. Active listening can help to suspend some of those assumptions, and will protect you from falling into this trap.

    Good example: Just because you're an amputee prosthetist or a breast cancer survivor, doesn't mean your experiences, concerns or needs will be the same as the patient you're treating. It's even more important for you to listen actively since it would be natural for you to assume you know exactly how they are feeling!

Marketing Gold Star

Big gold star to Tony Culver and Ed Grace of Grace Prosthetic Fabrication, Inc. for launching their monthly eSpecials newsletter this month.

Why the Gold Star?
Effective marketing requires targeting and measurement. Their monthly eSpecials are availabe to their newsletter subscribers only (target and measure)!

Just for fun
Mercedes 2007 AMG Challenge Driving Events

Just got this invitation via M-B's email newsletter (Yes, they have one too! Marketing is marketing and M-B knows how to market!) It sounds like a blast; I can't go, but maybe you'd like to. FYI - there is a fee.

Experience the power of AMG on some of North America's greatest racetracks at the 2007 AMG Challenge Driving Events.

Slip into the cockpits of some of the world's most high-powered street machines. Learn high performance driving skills from top professional race car drivers.

Experience the latest AMG vehicles, including CLS63 AMG, the SLK55 AMG, and the fastest production Mercedes-Benz sedan ever - the E63 AMG.

2007 Calendar of Events

  • 5/7-5/8/07 Fillauer at F1 in Boston, MA

  • 5/11/07 "First Ride" and "First Volley"
    AbilityTrek 2007 Kick Off Wilmington, NC

  • 6/29-6/30/07 PrimeFare East, Nashville, TN
    "Blogs, Podcasts, Lenses - Web Technology Can Maximize Your Marketing Reach"

  • 7/12-7/14/07 *NEW DATE* LAOP, Shreveport, LA

  • 7/20-7/21/07 APOA, Birmingham, AL

  • 7/26-7/28/07 Florida Chapter, Bonita Springs
    "Your Web Presence: The Good, The Bad & The Ugly"

  • 8/24-8/25/07 TAOP, Dallas, TX
    " "Blogs, Podcasts, Lenses - Web Technology Can Maximize Your Marketing ROI"

  • 9/22/07 Women's Health Boutique Annual Meeting Cypress, TX "Custom Fab Marketing Boot Camp"

  • 11/7-11/9/07 New England Chapter Meeting (and Lizzypalooza '07), Mystic, CT

  • Feedback - Let me have it!
    Marketing Gold Star? Firestarter?

    Have a marketing success story?
    Tell me about it!
    I'm listening....

    ERM photo
    Elizabeth Mansfield
    Outsource Marketing Solutions, LLC

    Phone: 860-967-4184
    Fax: 610-673-7248
    Email Marketing by