Five Marketing Strategies You Can Learn From the Music of The Beatles

Have you listened to the new Beatles channel on Sirius Radio? I do on my daily fifteen-minute commute to the office and it’s terrific. Hearing the stories and interviews made me think of five marketing strategies from the greatest Rock and Roll band. Ever. Even if you’re not like me and The Beatles aren’t your favorite band, the methods they used to influence music translate to marketing strategies you can use today. Here they are: #1 – Start With a Catchy Riff A Hard Days Night starts with a riff that most people know. It’s easy to remember, plants itself … Read More

My Three Words That Will Make 2018 Successful – #my3words

My three words that will make 2018 successful is a campaign started by my 2017 business hero, Chris Brogan. In fairness to Chris, he calls his goal setting method, My 3 Words. I added the “That will make 2018 Successful” part. I hope he’s good with that. Keeping things simple is a challenge for me. How about for you? It’s easy today to sit down, get started working, have a plan and in five minutes be slipping down Alice’s rabbit hole. Squirrel! Shiny object syndrome. However you name it, can you relate? While working on Brogan’s method and idea, I … Read More

Five Critical Learnings From Doing a Marketing Bootcamp

Working with Ophthalmologists and Optometrists by leading a Marketing Bootcamp inspires me. Last weekend, I worked with South East Eye in Brunswick, Georgia as part of their annual educational conference and helped attendees learn about marketing. In the 40 person audience were a mix of ophthalmologists and optometrists. Conducting a Marketing Bootcamp is a lot of fun for me. Fun because my passion is to help people understand marketing, instill enthusiasm for its importance in running a medical practice and learn from those in attendance about their challenges. The Sightpath Creative team helped me create the content for this educational workshop. My … Read More

The Hunch Book Will Help You Take Action and Reach Your Next Goal

Hunch Book by Bernadette Jiwa

Have you ever had a feeling a book was going to be good just from the title? You know, pardon the pun, sort of a hunch that the content of the book was what you needed to read? Right now, at the perfect time? Hunch by Bernadette Jiwa is that way for me. I first heard about it from the daily blog post I receive from Seth Godin and was intrigued by the title because I believe in hunches. I ordered the book from Amazon using my trusty Amazon App with a Prime membership so it was easy and fast. … Read More

Will Private Equity’s Bull-Rush Into Ophthalmology Drive Growth?

Bull Rushing with man hanging on.

Will private equity’s bull-rush into ophthalmology drive growth? Dick Lindstrom, MD addresses this notion in a podcast he did with Tom Salemi from OIS. Stated investment reasons by doctors (MDs) are access to capital and business expertise. Profit growth, cost reduction, and services aggregation are success drivers for private equity (PE) that I’ve heard. Will these two forces play well together today and in the future? To create growing enterprise value, I believe PE and their MD partners will wrestle seven market forces. These trends tie back to the increasing commercial cast to Ophthalmology. In the new order, some MDs … Read More

Book Review of Marketing 4-0 by Philip Kotler et al.

Marketing 4.0 Book

Marketing 4.0 is a new book by a giant in marketing, Dr. Philip Kotler. As one of the authors of the seminal marketing textbook, “Marketing Management,” Kotler and his two co-authors produced a work that is informational, easy to read, fresh and timely. If you only read one marketing bookin 2017, make it this one! The authors are: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan Power is shifting to the connected customer and decisions are influenced more by the “f-factor,” friends, family, fans, and followers. Social selling is here and so is data. Kotler, et al. write about the landscape as … Read More

Superhero Sales Rep – 5 ways you are saving the business world one deal at a time!

Superhero Sales Reps

Superhero status is what everyone strives for, right? How do you reach the rank of superhero sales rep when day-after-day you read about the demise of the profession? Many sales reps assume the role of superhero, their companies depend on them to save the business world and they do it in the humble anonymity of making calls. In person or on the phone. Here are five ways a superhero sales rep achieves immortality. Or doesn’t. From the Outside, You Look Like an Average Person Like Clark Kent before he hops into the phone booth, changes state and comes out Superman, … Read More

How I Failed in the Math Business – Part 2

IPMG Software Logo

Failing in the math business was a long, slow event for me. When I left off part one of my story about how I failed in the math business, my friendly banker had seized my assets that were intended for me to support my family. It was terrifying, probably illegal and I can’t blame the bank for what they did. It’s funny how things work. When I began my “all-in” year in the math business, I told myself that if I hadn’t reached a certain point by August of 2010, I’d go back into the medical device business where I’d … Read More

5 Reasons We Bootstrapped the Sightpath Creative Agency to Serve Ophthalmology

Sightpath Creative Ophthalmology Agency

When your customers want help and can’t articulate what they need, that’s an opportunity! Three years ago, we bootstrapped Sightpath Creative as an ophthalmology-only agency to serve Sightpath Medical’s customers. Starting anything from scratch is hard. What we wondered is, “Can we build an agency, using existing organizational talent and resources, to help our customers grow their businesses?”  After all, we had more than three-quarters of a century of marketing and practice development experience on our team. In fact, we thought, “Why can’t we help our customers when they share their stories of struggle with local agencies? We have knowledge … Read More

6 Critical Reasons Sales Reps Must Understand Market Segmentation

Market-Segmentation

If you want to succeed as a sales representative today, understanding market segmentation is critical. Well-run Sales and Marketing teams now work closely together, and their ability to collaborate creates new opportunities. Proper market segmentation work is foundational to good corporate and territory-level planning. Understand Your Market and How it Works Think of your market in terms of needs, not products. Map how your market works from start to finish. Quantify installed customers and share within those accounts. Also, describe how your market is changing. Highlight important decision points in your market flow where decisions are considered. Need marketing some … Read More