MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Research/Metrics   URGENT - Need Help Fast!  
 
This question has been closed, and points have been awarded.
Reverse Marketing?
Posted By: atul on 11/2/2004 9:08 AM (CST) 100 Points
What is Reverse marketing? What are the best practices methodologies? How can I use in medical transcription Service Company targeting to clinics/hospitals/doctors?

Any help is welcome!

Posted by: Peter (henna gaijin) Member Response
11/2/2004 1:04 PM (CST)
I don't think reverse marketing is yet a standard term, as a Google search on it finds different meanings, such as:

http://www.arraydev.com/commerce/jim/9802-02.htm

and

http://www.dramatispersonae.org/GuerrillaMarketingAndFinance/ReverseMarketi...
 
Posted by: SteveByrneBranding Accepted Answer
11/2/2004 1:59 PM (CST)
"... reverse-branding—creating an e-brand and then extending that "backwards" across the whole range of marcom and identity materials..."
source:
http://www.premierelink.com/services/serv_brands.html

Also, term was used in a case study where a beer company launched an advertising campaign and sales actually went down – reverse marketing.

Hope this helps,

- Steve
 
Posted by: jstiles* Accepted Answer
11/2/2004 5:23 PM (CST)
Can you tell us where you heard the term and in what context?

The only thing I can come up with is that it refers somehow to viral marketing, where the customers spread the word willingly. This creates inbound traffic/demand.

Best of luck!
 
Posted by: bobhogg Accepted Answer
11/3/2004 7:46 AM (CST)
The accepted definition of reverse marketing as far as I'm concerned is the one in the first link that Peter suggested above - in other words, it happens when the buyer takes the initiative, rather than the seller.

If that's right, then the only way the seller can further the process is by building on sound relationship marketing principles - i.e. building relationships with all potential users of the product, rather than trying to sell to them on every occasion.

That's my take on it, anyway - interested to see how this discussion develops!

Good luck,
Bob
 
Posted by: Sharon Moderator Response
11/8/2004 11:02 AM (CST)
It looks as if you have happened upon a term that was coined a decade or so ago and never really took off. I think that today's terms for the concept are viral marketing, and the more standard word of mouth advertising. A search of these terms may yield a better definition of what you may be trying to implement.

To address your question on how to implement it in your medical transciption business, I would refer back to bobhogg's response above. Since "reverse marketing" relies on the initiative of the customer, you have to make sure that your existing customers are extremely happy. Perhaps you could offer some incentives for referrals, but this only works in a business where your customers talk to each other on a regular basis. If this is true in your business, which I would guess it is, then you need to figure out a way to motivate your current happy customers to refer you to their colleagues. Discounts, free gifts, free service, or drawings are all ways that companies have encouraged referrals. You will need to discover from your client base and maybe sales people what may be the right approach for you.

Good luck to you.

 
Posted by: Peter (henna gaijin) Accepted Answer
11/8/2004 5:06 PM (CST)
Atul,

I see you upgraded this question to urgent. But reading the responses, it seems that those who have answered have all said the same thing - we need more information. In particular, Jstiles said Can you provide more information.

Please fill in the text box which you will find below (I think it is titled "Post a Comment" or something like that) with any additional information which you can provide, and hopefully this will help us to be able to provide an answer.
 
Posted by: Val (Moderator)* Moderator Response
11/8/2004 5:11 PM (CST)
Hi Atul. If you're not seeing the box for posting a reply, you're probably not logged in. Be sure to login first. Email me if you have any questions.

Best wishes,

Val
 
Posted by: Mushfique Manzoor Accepted Answer
11/9/2004 5:10 AM (CST)
hi atul

According to American Marketing Association, Reverse Marketing is "A proactive, market-oriented approach to procurement."

the following link wil help to understand what reverse Marketing is all about.

http://www.arraydev.com/commerce/jim/9802-02.htm

hope this helps. referring to your medical transcription business reverse marketing, i will get back if i get something new.

cheers!!
 
Posted by: atul Author Response
11/9/2004 10:41 AM (CST)
Hi All:

Thank you so much for your response. May be reverse marketing is old term, and viral marketing is new. But, how can I use in healthcare B2B marketing (medical transcription Service) targeting to clinics/hospitals/doctors?

We are doing direct marketing (direct mail, email, print), and ROI is average. May be someone can suggest how we can use this new approach in medical transcription.
 
Posted by: tour_prof* Accepted Answer
11/11/2004 6:33 PM (CST)
Taking on 'bobhogg', I d like to think that it would somehow be synonymous to derived demand.

Example: Intel - "Intel Inside" Campaign

The demand for Intel incraesed primarily because of people's need and want for PC's.

Hope my thoughts are accepted.
 
Posted by: atul Author Response
11/12/2004 8:10 AM (CST)
Hi All:

I appreciate everyone's thought on this thread. I am just wondering some thoughts on how to implement this concept in medical fields ( b2b helathcare marketing) or marketing to clinics, hospitals & docrors. Any idea?

Thanks in Advance

Atul
 
Posted by: mgoodman Accepted Answer
11/13/2004 7:37 PM (CST)
Atul,

WHY are you wanting to apply this technique (whatever it is)? How do you know it's the right solution to your problem? What is the problem you're trying to solve?

This thread sounds a little like, "I've learned a new skill. How can I apply it?" Maybe we need to back up and ask what the objective is. Once we know that, we can give you lots of good input on the right way to pursue the objective. Maybe reverse marketing is it, and maybe it isn't.

I think perhaps you've skipped an important first step and jumped to a solution before the problem is clearly defined.
 
Posted by: atul Author Response
11/13/2004 10:45 PM (CST)
I am responsible for marketing for new startup medical transcription company. Our objective is the best way spend our marketing dollars with high ROI. This concept is one of them on our list as it is less costly. I dont have big budget (just $1000/month).
 
Posted by: mgoodman Member Response
11/15/2004 8:53 AM (CST)
Aha! Now we know the problem. The company is underfunded and you think there's a free lunch out there somewhere.

I'm sorry to have to be the one to break the news: You get what you pay for.

That said, there are things you can do for $1000/month that should begin to generate some business for the company, but I'm not sure "reverse marketing" is one of them. How about spending the money on a simple brochure that explains your positioning and use it as a leave-behind after every direct sales call? And what about some local publicity for general awareness? A trial offer so the target audience can experience your unique benefits without taking a big risk? Etc.

Those would be better approaches, IMHO.

Good luck.
 
Posted by: savialeigh* Accepted Answer
11/15/2004 10:03 PM (CST)
Apparently I had the whole concept wrong! My reaction to 'reverse marketing' is getting the end client to ask for your product through the middleman. This is a technique I will be using in my marketing, telling the consumer the benefits of my product then suggesting they "Ask your contractor about RSGO or call us for a personal design consultation." This way, those end consumers who are remodeling or having a home built will (hopefully) ask the contractor if they deal in my product, making it easier for me to get close to contractors who aren't doing business with me.

This technique has worked extremely well for the pharmacueticals industry, as one example. Get enough end consumers to request the product, and you get the middleman to see it as essential to their bottom line.
 
Posted by: Val (Moderator)* Moderator Response
11/20/2004 4:04 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!
Val (Moderator)
 
Posted by: PiotrD* Member Response
11/25/2004 5:19 PM (CST)
Anyway, in my opinion the reverse marketing seems to be more a market trend, instead of any marketing tool. Of course, I may be wrong.

Piotr
 
Posted by: atul Author Response
11/27/2004 11:38 AM (CST)
Hi All:

I still can't believe that "Reverse Marketing" does NOT appeal folks on marketingprofs.com.

I think it is a great trend in today's tight budget situation. If executed well could save thousand of marketing dollars.

I liked the best example of hotmail.com, I guess we can still discuss this thread (closed due to low response) "Reverse Marketing" concept in various sector like medical , Insurance etc...

Atul
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Research/Metrics)
ASVP/ChrisB (14554)
Jay Hamilton-Roth (11934)
jlevin (11599)
mgoodman (10158)
koen.h.pauwels (9157)
wnelson (7755)
DWomack (6993)
Frank Hurtte (6158)
stevea (6094)
skoobie99 (4979)
Peter (henna gaijin) (4267)
mbarber (4049)
Dawson (3995)
blanalytics (3883)
thinkmor (3634)
telemoxie (3021)
SteveByrneBranding (2755)
michael (2740)
darcy.moen (2727)
Michele (2419)
SRyan ;] (2396)
adammjw (2243)
holm (2169)
AndrewS (2081)
Wiglaf (2016)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.